Countdown to Black Friday/Cyber Monday 2017: Retail Trends & Predictions

By Ted Bauer

Before November 1st even arrived, Halfords had plans to begin Black Friday 2017 sales three weeks early — possibly the earliest-ever — and Kohl’s released the first major Black Friday ad of the season. (Kohl’s Black Friday sales are starting a full three days before Thanksgiving, too.)

This is all somewhat par for the course: Black Friday and its younger sibling, Cyber Monday, are huge business for retailers. As a result, some brands go crazy around the timing and planning. What do we know so far about Black Friday and Cyber Monday 2017, and what does it mean for mobile marketers?

The basic numbers to understand

There is growth in both Black Friday and Cyber Monday. In 2016, an average consumer spent about $505 across the weekend that runs from Black Friday to Cyber Monday; the 2017 figure is expected to be around $743, which would be a 47% increase.

The average consume is expected to spend $743 during the Black/Friday Cyber Monday weekend. That’s a 47% increase.

Deloitte has even predicted that mobile/e-commerce will finally surpass in-store for the first time during the 2017 cycles for Black Friday and Cyber Monday.

One tactic: create offers that are proven to excite fans of your brand

Seems obvious, right? After a while, all the doorbuster deals and mobile exclusive coupons might blend together for potential consumers.

A great example is Lego, which is re-releasing a massive (5,923 pieces) Taj Mahal set. While that set was dethroned as largest Lego set by a Millennium Falcon Lego set a few years ago, it’s apparently very popular on the “secondary market” for Lego enthusiasts. Lego decided to re-release it as a Cyber Monday exclusive with mobile add-ons such as a look at properly constructing it, etc. It’s drummed up a bunch of interest even before November officially began.

So while obvious, one of the best bets is to offer something that’s truly stand-alone or standout, especially to your most dedicated community members.

Put push notifications to work

Here are some 2016 examples, including this jam from Jet:

Check. One of the toughest parts of the holidays for people is awkward conversations with family members who may or may not know your middle name. (See also: political climate.) Acknowledge that in a push notification, get a laugh, and likely get a swipe. Engaged user.

Acknowledge that most of us are just using the awkward discussions as a reason to stuff our faces anyway. Get the push/swipe and go from there.

Why is mobile conversion lower than desktop?

Although the gap has closed, mobile conversion was about 1.65% during the Black Friday/Cyber Monday 2016 period. Desktop was about 3.6%. That’s more than double. Why the gap? The simplest reason is that mobile experience is sadly too often a silo/afterthought for companies, especially companies who make most of their revenue from brick and mortar.

But, the holiday season is busy. Like, really busy. People are on desktops at work, sure, but they also have work to do. A lot of holiday season context occurs around Go to the full article.

Source:: Business 2 Community

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