This is how Black Friday 2020 went

You know that many eCommerce and retailers put a lot of their hopes in Cyber Week, those days between Black Friday and Cyber Monday when sales skyrocket, but... Will it be like that or will it be killing the goose that lays the golden eggs?

With such a turbulent year, we are living through (coronavirus through), any stimulus to trade is welcome. We are using the main analyses to find out to what extent Black Friday 2020 has been able to rescue sales.

Without dwelling too much on what we thought might happen, it is worth knowing in broad strokes what we all had in mind.

It was basically along these lines:

These 5 points summarize quite well what all of us who are involved in eCommerce had in mind. Now we will see how successful we were. 

Based on different studies, we can already talk about consolidated data. To begin with, we must say that when we were considering how coronavirus would affect Black Friday, we were not very far off, to be honest. This is important because it will be a preview of what will happen with Christmas.

Let's look a little more closely at how Black Week ended based on the data in this Salesforce report.

As we see, it is practically equivalent. The amount of traffic has increased by 28%, achieving a 27% increase in the number of orders processed.

At least in that sense, we can say that Black Friday continues to work. In Spain we have seen an increase of around 30%, which is the overall figure.

In the period between Friday and Monday, the average value of the orders was $82 (far from the $105 global). In addition, this meant a 23% increase in profit, which is what really matters.

Is this a lot or not? Actually, it will always depend on the data from each eCommerce - selling socks is not the same as selling computer equipment - but at least it gives us a basis on which to assess the impact at a national level in general.

It is always a fact to keep in mind. The trend is usually upwards, although we saw that during the lockdown it lost weight in relation to the traffic and purchases made from desktop computers.

In Black Friday 2020 we have seen that the amount of orders generated from computers and cell phones is increasingly equated. Specifically, the latter accounted for 47% of domestic users.

Here we are also behind the world average and, moreover, significantly so. Globally, the figure has already surpassed 50%, driven by the Asian markets (54%).

Social networks and SEM continue to be one of the engines of communication and sales during Black Friday. However, you will be surprised to see which strategies are growing the most.

Email marketing grew by 13% compared to last year (remember these campaigns we talked about). Nothing unusual about this, but it turns out that push notifications and the sending of SMS grew by 142% and 156% respectively. This is no coincidence, but rather something to bear in mind during the Christmas campaign and throughout the year 2021.

That said, the classics always make a difference in this period (take a look at both home and garden). Still, it is very interesting to look at the data provided by Nosto on its blog: