Surge in New Customers This Black Friday
This year's Black Friday shopping results have unveiled a striking trend: 64% of digital shoppers were new to retailers during this peak shopping event. This impactful insight indicates a notable shift in consumer behavior, revealing the growing importance for retailers to understand both new and returning customers. A leading retail technology company has conducted an analysis that highlights this trend, offering valuable insights for brands navigating this busy sales period.
Understanding the Shoppers
The retail analysis showcases that, despite attracting many first-time shoppers, numerous retailers were still concentrating their marketing initiatives on encouraging former shoppers to return. Remarkably, brands now recognize nearly 30% of their customers, a significant rise from the prior year's figure of 20%. This growth illustrates the ability of retailers to gather and analyze customer data, enhancing their marketing strategies.
Mobile Shift Observed
This year's shopping activity also showcased that mobile platforms have become the preferred medium for transactions. A remarkable 85% of Black Friday shopping was conducted via mobile devices across various categories. Retailers specializing in footwear led the charge, recording almost 85% of their traffic from mobile devices, while sporting goods retailers still enjoyed an impressive 59% of sessions from mobile.
Detailed Shopper Patterns
In the context of the overall shopper dynamics, Bluecore examined a staggering 251 million shopper interactions on eCommerce platforms from 150 retail brands across seven categories, including apparel, footwear, and home goods. This comprehensive analysis evaluated completed sales and other pivotal moments that often convert into successful transactions, such as wishlists and abandoned carts. Such extensive data is invaluable for understanding shopper behaviors and improving sales strategies.
The Key Findings
From the analysis, several crucial findings emerged revealing the varied approaches retailers took this Black Friday regarding customer engagement:
- Average Order Values (AOV) vary: Some retailers successfully increased AOV while others saw growth in order volumes. However, only luxury brands managed to achieve both metrics.
- Session volumes impacted order numbers: Increased online sessions led to a rise in order volumes, especially in the accessories sector, which saw a notable 24% jump in online sessions compared to last year. However, this was not mirrored by higher order values.
- Prioritization of New vs. Repeat Shoppers: A significant portion of retailers focused on gaining new customers, with 78% of accessory buyers being first-time shoppers. In contrast, established brands retained more repeat customers, with up to 56% of department store shoppers coming back for more.
Retailer Strategies and Tools
The distinct strategies retailers adopt reflect broader market dynamics and consumer preferences. Retailers increasingly recognize that balancing efforts toward acquiring new customers and retaining existing ones is essential for sustainable growth. By fostering familiarity with their offerings, businesses can not only enhance customer satisfaction but also improve sales outcomes.
About Bluecore
Bluecore has established itself as a leader in helping retailers enhance customer engagement through technology. By creating personalized shopping experiences, the company leverages an integrated understanding of shopper behaviors and live product data. Their services enable brands to seamlessly execute tailored communications, driving conversions and boosting overall sales. Trusted by over 400 brands, including leading names in retail, Bluecore continues to innovate solutions aimed at maximizing customer retention and profitability.
Frequently Asked Questions
What percentage of Black Friday shoppers were new customers?
Sixty-four percent of Black Friday digital shoppers were new to retailers this year.
How did mobile shopping trends change this year?
This year, up to 85% of Black Friday shopping occurred on mobile devices, indicating a significant shift in shopper behavior.
What data did Bluecore analyze for Black Friday?
Bluecore analyzed 251 million shopper events across 150 retail brands, examining sales transactions and various shopper interactions.
What was the average order value increase across different categories?
Average Order Values varied, with Health & Beauty seeing a 10% increase, while other categories experienced different levels of change, some seeing declines.
How does Bluecore support retailers?
Bluecore aids retailers by providing data-driven insights and personalized marketing solutions to increase customer retention and revenue.
