20 main insights on Black Friday statistics 2022 — Stripo.email

With the upcoming holiday shopping rush, it is crucial to work on your marketing strategy by utilizing as much data from previous years and predictions for this year as possible. 

We’ve collected the main https://stripo.email/blog/black-friday-cyber-monday-email-marketing-campaigns/” rel=”noopener” target=”_blank”>Black Friday statistical facts that might help you use your holiday email campaigns to the fullest.

Should you even care about Black Friday 2022?

Since this article mentions statistics, I won’t waste your time on long sentences and just say — yes, you should. And here’s why.

• In 2022, online holiday shopping sales are expected to reach $209.7 billion — https://business.adobe.com/resources/sdk/adobe-2022-holiday-shopping-forecast.html” rel=”nofollow noopener” target=”_blank”>Adobe.

• Throughout three years in a row, Black Friday has yet been proven to be the busiest shopping day during the holiday season — https://nrf.com/media-center/press-releases/thanksgiving-weekend-see-more-holiday-shoppers-last-year-and-consumers” rel=”nofollow noopener” target=”_blank”>NRF.

(Image source: NRF)

• These statistics also prove that the main sales days on which shoppers in the United States buy holiday presents in 2020 and 2021 are Black Friday and Cyber Monday; the forecast for 2022 shows the same tendency — https://www.statista.com/statistics/1269076/busiest-holiday-sales-days/” rel=”nofollow noopener” target=”_blank”>Statista.

(Image source: Statista)

• In 2020, Cyber Monday’s traffic numbers fell behind Black Friday’s by over 21%. The conversion rate fared even worse by 26%. During 2021’s BFCM, the gap between Black Friday and Cyber Monday narrowed from the previous year, with Cyber Monday bringing in more traffic relative to 2020. Still, Cyber Monday saw 14.7% fewer sessions than Black Friday’s traffic numbers. The gap closed even further when it came to conversion rate. In 2020, Cyber Monday’s conversion rate lagged Black Friday’s by 26%, compared to just 7% in 2021 — https://www.namogoo.com/blog/holiday-seasonal/black-friday-marketing/” rel=”nofollow noopener” target=”_blank”>Namogoo.

(Image source: Namogo)

Brief conclusion

Even though Black Friday is the busiest day, you can still profit more if you wisely https://stripo.email/blog/black-friday-cyber-monday-email-marketing-campaigns/” rel=”noopener” target=”_blank”>plan your marketing strategy for the whole holiday season. 

Consumer behavior 

Before starting to work on newsletters, you should learn everything about your customers — that’s like the first rule of the marketers’ club.

• American consumers spent $8.9 billion online during Black Friday 2021 — https://www.salecycle.com/blog/featured/11-black-friday-and-cyber-monday-online-retail-stats/#Black_Friday_Cyber_Monday_Online_Sales_Stats” rel=”nofollow noopener” target=”_blank”>SaleCycle.

• While 2021’s holiday shopping season resulted in the highest online sales revenue in history, hints of an impending recession and the rising cost of living due to an accelerated inflation rate had a leveling effect on sales figures — https://www.namogoo.com/blog/holiday-seasonal/black-friday-marketing/” rel=”nofollow noopener” target=”_blank”>Namogoo.

• Inflation will likely curb holiday shopping habits: holiday spending is flat year-over-year with an average of $1,455 per household, but consumers plan to purchase fewer gifts (nine gifts versus 16 gifts in 2021) for family and friends — https://www2.deloitte.com/us/en/insights/industry/retail-distribution/holiday-retail-sales-consumer-survey.html” rel=”nofollow noopener” target=”_blank”>Deloitte.

• WalletHub analyst Jill Gonzalez said retailers are trying to get a head start on holiday sales in October to entice consumers worried about rising inflation — https://www.wmar2news.com/news/local-news/retailers-start-holiday-sales-early-to-entice-consumers-worried-about-spending-amidst-high-inflation” rel=”nofollow noopener” target=”_blank”>wmar2news.

These facts should definitely be considered when you work on and further analyze your marketing events. Even with the best deals, the profit might be lower than expected only due to outside factors. But, as the wise man once said: “Happiness can be found, even in the darkest of times, if one only remembers to turn on the light.” 

Let’s proceed to more positive statistics regarding the consumers.

• Adults between the ages of 35 and 44 make up the largest portion of shoppers on Black Friday; 33.6% of people aged between 35 to 44 shop on Black Friday, followed closely by young adults between 18 and 24 — https://www.zippia.com/advice/black-friday-statistics/” rel=”nofollow noopener” target=”_blank”>Zippia.

• During the holiday season, shoppers want to discover new brands and benefit from as many deals as possible. In 2021, Black Friday welcome emails generated average conversion rates of 3.6% — https://www.omnisend.com/blog/black-friday-emails/” rel=”nofollow noopener” target=”_blank”>Omnisend.

(Image source: Omnisend)

• Even with rising inflation, 43% of shoppers still plan to use Black Friday and Cyber Monday deals to buy gifts. The average budget of a customer from the US is around $818 — https://dotdigital.com/blog/black-friday-cyber-monday-stats/” rel=”nofollow noopener” target=”_blank”>Dotdigital.

• 56% of Black Friday shoppers make purchases for themselves, as well as buying holiday gifts during Black Friday sales — https://www2.deloitte.com/us/en/insights/industry/retail-distribution/holiday-retail-sales-consumer-survey.html” rel=”nofollow noopener” target=”_blank”>Deloitte.

• In retail categories, clothing and accessories attracted the largest portion of holiday spending — https://www2.deloitte.com/content/dam/insights/us/articles/6890_holiday_retail/6890_2020-Deloitte-holiday-retail-survey.pdf” rel=”nofollow noopener” target=”_blank”>Deloitte.

(Image source: Deloitte)

• It’s pretty impressive that consumers prefer individuals and smaller resellers over big businesses when it comes to holiday shopping. We see that Amazon and eBay are much more popular than brands like Walmart, Target, and Costco — https://www.semrush.com/blog/black-friday-statistics-2021/” rel=”nofollow noopener” target=”_blank”>Semrush.

(Image source: Semrush)

Brief conclusion

People still need resources for happiness, and nice deals and gifts are one of the most effective ways of feeling that nice emotion. 

Analyze your own data from previous years or check out the open info from the competitors to make your own discoveries on your consumers. Identify the main audience you should target and attract to buy your goods.

For example, as mentioned above, 56% of Black Friday shoppers buy something for themselves, so you need to use this info to create relevant messages. Don’t write “Buy [Product Name] for your spouse”, use something like “Treat yourself to [Product Name], you’ve deserved this.”

Marketing facts

When you learn enough about your clients, it’s time to work on your campaigns. Here are a few interesting facts that can be quite useful for that.

• Consumers who purchase products through email spend 138% more than those that don’t receive email offers — https://www.wordstream.com/blog/ws/2017/06/29/email-marketing-statistics” rel=”nofollow noopener” target=”_blank”>Wordstream.

• 80% of retail professionals indicate that email marketing is their greatest source of customer retention (with social media as the next closest channel by just 44% of those same professionals) — https://www.wordstream.com/blog/ws/2017/06/29/email-marketing-statistics” rel=”nofollow noopener” target=”_blank”>Wordstream.

• CTR increases by 64% when https://stripo.email/blog/black-friday-subject-lines/” rel=”noopener” target=”_blank”>subject lines feature Black Friday or Cyber Monday — https://dotdigital.com/resources/black-friday-2021-report/” rel=”nofollow noopener” target=”_blank”>Dotdigital.

• The average cart abandonment rate over the Black Friday period in 2021 was 79.88%, which is slightly lower than the average overall eCommerce abandonment rate of 80.68% — https://www.salecycle.com/blog/strategies/how-to-prepare-for-black-friday-2021/#:~:text=We%20know%20that%20sales%20events,ecommerce%20abandonment%20rate%20of%2080.68%25.” rel=”nofollow noopener” target=”_blank”>SaleCycle.

• Although there can be sales up to 80% off, most prices hover around the 25% mark, which allows retailers to actually turn more of a profit than when prices are kept normal due to the high volume of consumer spending — https://www.zippia.com/advice/black-friday-statistics/” rel=”nofollow noopener” target=”_blank”>Zippia.

• Research from Shopify shows that 46% of consumers want to watch product videos before buying, making video a vital medium in social commerce — https://www.shopify.com/research/future-of-commerce/future-of-ecommerce#footnote” rel=”nofollow noopener” target=”_blank”>Shopify.

Brief Conclusion

In holiday email marketing, you need to consider one thing — bringing up the important value for your target audience everywhere, starting with subject lines. Is it a group of festive shoppers? Make the most eye-catching and interactive emails you can. Are you trying to attract deal-seekers? Well, make incredible banners that just scream about the best deals you have for them. You also need to work on follow-up emails like with the https://stripo.email/blog/abandoned-cart-emails-guide-examples-templates/” rel=”noopener” target=”_blank”>cart abandonment ones in order to reduce possible loss.

Wrapping up

Know your customers, dig deep into every detail regarding your email strategy, and collect data from this year’s campaign to have solid ground for the next holiday season. With this rule, you will succeed. 

I hope these statistics will be a big help in your Black Friday marketing strategy. Good luck!