November 28, 2018

The Numbers are Rolling in for Black Friday and Cyber Monday 2018!

Evan Williams

Despite the tryptophan comas and time spent traveling to see family and friends, many yet again took advantage of the great Black Friday and Cyber Monday deals across all verticals based on preliminary reports. While it will take some more time for all the data to settle, according to this piece in Bloomberg, “Four-day Black Friday weekend sales totaled about $60 billion...consumer electronics and appliance sales rose 6.4 percent, vs CGP’s estimate of 6.1 percent growth, while apparel sales rose 5.4 percent, in line with the firm’s projection, but still the best growth since 2011.”

At PartnerCentric, we have closely monitored the performance of the brands under our management and have compiled some quick preliminary stats we’re excited to share with you. We know that expertly managed work in our space pays off with an outpacing of the norm. According to Internet Retailer, Black Friday online sales numbers “grew more than 20% compared to 2017”. As of this morning, across all brands executing our strategies and relationship-brokering, we outperform those benchmarks with an across-the-board 26.2% increase compared to 2017.

Black Friday Weekend MVPs

Some standout example PartnerCentric partners below saw notable increases from 2017 during Black Friday weekend:

Couponology saw a 110% increase from 2017

Piggy, LLC saw a 151% increase from 2017

Additionally, we saw an increase in newly productive partners for 2018 like Button, Inc.

While publisher type diversification remained largely unchanged from last year for PartnerCentric clients with Loyalty (55%) and Discount (25%) maintaining the top positions for performance, data confirms the growing influence of social media on shopping discovery and traffic to sites, especially for Facebook and Instagram, which accounted for 94% of all social traffic.

Top Performing Verticals across PartnerCentric’s Brand Portfolio

Home and Garden saw the the most robust increases followed by Clothing and Apparel, Health, Automotive and Gifts and Flowers in terms of total and average revenue during Black Friday weekend.

The verticals that saw the biggest YoY increases from Black Friday to Sunday in 2018 were Gifts (115%), Clothing (101%), and Financial Services (74%). It’s not just retail, deals and discounts, the traditional elements we think about during this weekend, as a driver.  Finance as a vertical is demonstrating a clear presence during the Black Friday/Cyber Monday weekend. On Black Friday alone, we saw a 185% increase in average revenue for our Finance clients vs. 2017.

Additionally, in a sample pool of clients, from 2017 to 2018, we saw an uptick in revenue from Mobile (15% to 20%) and an associated decrease in Desktop (74% to 67%) across the Black Friday to Cyber Monday date range.

Cyber Monday Results

While Salesforce predicts “Black Friday—not Cyber Monday—will be the biggest online holiday shopping day,” we have seen substantial growth in Cyber Monday revenue for our clients. In fact, Cyber Monday sales are expected to climb to $7.9 billion, a 19% increase from last year, Adobe Analytics has predicted.

In 2018, Cyber Monday average sales across PartnerCentric clients were up 31.5% YoY which could be due to a few factors; Brands have started adding even better discounts on Cyber Monday to entice shoppers, and brands are “doubling down” on offers that can be redeemed.

Travel Tuesday: The Holiday Trend to Look Out for in 2019

For those who like to invest in experiences, Travel Tuesday has slowly become the day to watch out for. This newly branded Tuesday after Thanksgiving shopping day has motivated airlines and other travel sites to provide big discounts and deals on hotel stays, cruises, international and domestic flights, and so on. But it’s not only the travel brands who experience a lift from this extended shopping week. This year, across all of our brands (representing many different verticals including travel), we saw a huge 60.7% YoY increase in revenue on Travel Tuesday 2018 vs. 2017.  We anticipate an even greater growth opportunity as this date catches on in 2019.

What were the top trends you saw this BF/CM weekend? Drop us a line and let us know!