black friday and cyber monday post-mortem 2014: lessons for retailers in 2015
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Black Friday & Cyber Monday 2014Event Recap and Lessons for 2015
Dec 4, 2014
“If you don’t know where you are going, you might end up someplace else”
– Yogi Berra
Retail sales have seen a strong recovery since the 2008
financial crisis
$-
$500,000
$1,000,000
$1,500,000
$2,000,000
$2,500,000
$3,000,000
$3,500,000
$4,000,000
$4,500,000
$5,000,000
20
04
20
05
20
06
20
07
20
08
20
09
20
10
20
11
20
12
20
13
($ M
illi
on
)
US Retail Sales (non-seasonally adjusted)
$-
$1,000,000,000
$2,000,000,000
$3,000,000,000
$4,000,000,000
$5,000,000,000
$6,000,000,000
2004
2005
2006
2007
2008
2009
2010
2011
2012
2013
Canadian Retail Sales (non-seasonally adjusted)
Source: census.gov
http://www.census.gov/retail/marts/www/timeseries.html
Source: Statistics Canada
http://www5.statcan.gc.ca/ Table 080-0020
Converging spending between November and December in
Canada
Source: census.gov
http://www.census.gov/retail/marts/www/timeseries.html
Source: Statistics Canada
http://www5.statcan.gc.ca/ Table 080-0020
On one hand…
But on the other…
BLACK FRIDAY SALES
+52.8%*
TXNS +26.8%*
CYBER MONDAY SALES +37.1%*
TXNS +13.3%*
A retailer who only promoted on Black Friday and
Cyber Monday
Mo
nd
ay
Tu
esd
ay
We
dn
esd
ay
Th
urs
day
Bla
ck F
rid
ay
Sa
turd
ay
Su
nd
ay
Cyb
er
Mo
nd
ay
A positive example of early promotion
Mo
nd
ay
Tu
esd
ay
We
dn
esd
ay
Th
urs
day
Bla
ck F
rid
ay
Satu
rda
y
Su
nd
ay
Cyb
er
Mo
nd
ay
A less positive example of early promotion
Mo
nd
ay
Tu
esd
ay
We
dn
esd
ay
Th
urs
day
Bla
ck F
rid
ay
Sa
turd
ay
Su
nd
ay
Cyb
er
Mo
nd
ay
Overall, Demac merchants had a great period
Mo
nd
ay
Tu
esd
ay
We
dn
esd
ay
Th
urs
day
Bla
ck F
rid
ay
Sa
turd
ay
Su
nd
ay
Cyb
er
Mo
nd
ay
MOBILE TRAFFIC +42.4%
TABLET +30.7%
DESKTOP +8.1%
RESPONSIVE IS KEY
Consumers have continued their shift to mobile
2013TrafficbyTechnology
desktop Mobile tablet
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