Black Friday has long been viewed as the biggest single shopping day of the year. But in recent years, changing consumer preferences is transforming how shoppers take advantage of this holiday – and retailers need to adapt quickly or risk getting left behind.
The thought of braving the elements to stand in long lines AND wrestle with other shoppers for a one-day only doorbuster deal is gradually turning off more and more shoppers. As illustrated by the two notable retail trends from Black Friday 2015, holiday shoppers no longer rely exclusively on in-store deals and are spreading their purchases through the weekend:
- Holiday shopping data from 2015 showed online spending from a smartphone or tablet reached a record $799 million over the 5-day holiday period starting on Thanksgiving, suggesting that consumers are increasingly favoring digital and mobile channels over brick-and-mortar stores1.
- Black Friday-themed emails deployed on the weekend AFTER the holiday significantly outperformed base communications in term of engagement2.
Based on these findings, here’s a Black Friday campaign guide highlighting two major tactics email marketers should consider implementing this year. The guide also features creative on how 3 brands leveraged those tactics to generate high engagement for their Black Friday campaigns in 2015.