With Amazon’s supposed domination, national retailers haven’t been willing to concede defeat so quickly.
This year, they fought harder than ever against Amazon by posting more Black Friday deals online and hitting the “go” button nearly two days earlier than last year.
Now that Black Friday and Cyber Monday are behind us, it looks like this aggressive pricing and promotion strategy has flattened the promotion period from a few days to a full month. According to our holiday promotions data*, it drove a big surge in online and mobile traffic, page views and time spent on retailers’ websites throughout the month of November, as well as on Thanksgiving and Black Friday.
To break down just how well this strategy worked, let’s look at the numbers.
Early promotions drive more traffic to retailers’ sites.
- There was a 5 percent increase in visits to leading retailers’ websites in the month of November 2014, as compared to the previous year.
- Shoppers spent 34 percent more time on retailers’ sites on Thanksgiving Day than they did last year.
- Meanwhile, holiday shoppers spent 23 percent more time on retailers’ sites on Black Friday this year, compared to 2013.
Mobile visits reach all-time highs.
- There was a 98 percent increase in mobile visits to leading retailers’ websites on Thanksgiving Day, as compared to the previous year.
- There was a 37 percent increase in mobile visits to leading retailers’ websites during the entire month of November 2014, as compared to the previous year.
Aggressive promotion and pricing strategy drives page views up.
- Page views jumped up 11 percent for the entire month of November 2014, compared to last year.
- Page views spiked with a 40 percent increase on Thanksgiving Day alone.
- Evenings are prime research and shopping times for deal-seekers, with the biggest spike occurring at 8 pm CT.
- Page views jumped up 52 percent on Black Friday morning.
It’s clear that consumers are increasingly digital and mobile. Brands need to consider how consumers already interact with researching online from their devices and take advantage of that behavior. While digital technology and tools may cut research time down and help pinpoint cost-saving deals, 90 percent of shopping still occurs within three to five miles of consumers’ homes. In the battle against Amazon, real-time, localized digital activation at national scale will be the golden opportunity for retailers during this holiday season and beyond (year-round).
*Data Source: Representative sample of traffic to retailers’ weekly ad content. G/O Digital for national brands (now Cofactor) ran an in-depth year-over-year analysis of online holiday promotions across more than 40 retailers, 2,500 brands and 50,000 stores in the U.S.