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Black Friday: Facts, Keys, Tips and Forecasts

During Black Friday in 2018, more than 7.4 billion dollars were made in purchases onthe Internet, which represents an increase of 10% over the previous year. Incredible, right? (Adobe DIgital Insights)

In conclusion, Black Friday has not stopped growing in recent years. According to the report “Black Friday 2020”, prepared by the company Webloyalty, the average budget of European consumers for this year is expected to be 180€/person spent on Black Friday (November 27) and 100€/person to be spent on Cyber Monday (November 30); meaning it is estimated to have an average expense of 280€/person spend during this four-day period. Aren’t you going to take advantage of it for your business? This is a great Seasonal Sales opportunity!

Black Friday Data & Forecasts:

Let’s talk with numbers and concrete data so you can see why you to jump on the Black Friday and Cyber Monday train with offers for your business:

    • Google searches for sales and deals happen before the stores open on Black Friday.
    • The value of “online” purchases by Americans on “Black Friday” in 2019 was 19.26% higher than in 2018, and a similar increase is predicted for 2020!
  • 59% of traffic is mobile shopping!
    • Online spending on Thanksgiving has already shot up 14.5% over the same holiday in 2018 to $4.2 billion.
    • 8PM is the Google Shopping searches peak on Black Friday.
    • In total, the consumerist fever of the “Cyber Week” left last year in its wake a turnover of $29,000 million.
    • People in New England are the most active when it comes to looking for Black Friday deals online.
    • According to National Retail Federation estimates, more than 165 million Americans – one in two – plan to make a purchase during this year’s long sales bridge.
    • Did you know that… Men are more likely to wait it out?
    • And that… Women typically know exactly what they’re looking for, so they tend to drive online sales on Black Friday?
    • In the United States and around the world, Black Friday will take place on November 27, 2020.
  • The peak of shopping activity takes place at midnight and 2pm.
  • During Black Friday, the average American buys 4 products.
  • Americans are planning on spending around $485 per person in both online and brick-and-mortar stores.
  • 100% of Americans know what Black Friday is, and 75% is willing to participate in the shopping spree this year.
  • 80% of bargain hunters will choose both online and offline sales.
  • An average American will spend over $500 during Black Friday sales, with clothes, electronics and shoes on mind.

(Sources: Seasonal Sales Playbook + Adobe Data Studio + Black Friday Global)


shopping activity on black friday


Advantages of Black Friday for all sectors

You can imagine that a date with so much increase in sales, whether online or offline, is essential for all sectors, especially for the ecommerce and online sales but do you want to know more specific advantages? Keep reading!

  • It increases the traffic of the websites that adhere to the promotions, both in the weeks before and after.
  • Contributes to generate more leads or sales opportunities.
  • In the case of ecommerce, consumers tend to put more products in the shopping cart.
  • Preparing a good Digital Marketing strategy guarantees to achieve the objectives set.

Digital Marketing ideas to get the most out of Black Friday

These mini tips will help you with your online business in the face of Black Friday, whether your goal is to get leads or to (probably) increase sales as much as possible!

  1. Plan in advance the actions to be carried out. We advise you to plan your actions between 3-4 weeks before the date. A good idea would be to write down on a calendar, the actions to be carried out each week. This way, you will be more organized and you will be able to act before any unforeseen event.
  2. Define your sales goal for that day and the audience which your marketing actions are directed at.
  3. It details the actions to be carried out and the deadlines. As we said in the first point, the organization of the actions to be carried out every week is fundamental.

Little example:

  • Week 1: Define promotions and objectives to be achieved.
  • Week 2: Disseminate content (social networks, first sending through newsletter).
  • Week 3: New sending of newsletter + paid campaigns (Facebook Ads, for example).
  • After the date: Launch a satisfaction survey, create new offers and actions to build loyalty.


products are the most popular on black friday


PPC Ecommerce Tips for Black Friday

Prepare your Google and Social Ads campaigns with care. Here are some little tricks!

Check your ecommerce site speed

You don’t like to wait when you’re shopping online, right? Neither do your users! Pages that take a long time to load (the optimal loading time for a website is a maximum of 3 seconds) get on our nerves and we end up leaving and looking for another option. Have your site ready so that this doesn’t happen and so users want to stay on your ecommerce!

Start promoting (as previously mentioned) your Black Friday sales early

We have already commented on this and in other articles, you have to anticipate the purchase intention of the users. It is useless to prepare a campaign for a key date if you do not announce it before and people know about it beforehand. Some users will have to run into it that very day but… I bet you had already seen the offers you were going to buy on Prime Day, didn’t you? Your users work the same way. They are buyers like all of us!

Personalization is the key

You know your audience, you have segmented it on other occasions, you have done other A/B tests… so, you know that it does not work the same for everyone. Your campaigns, especially those for email and remarketing must be totally personalized! Segment your audience and your database well, analyze what behavior those users have had before… And figure out their soft spot!

Invest some extra time and money in your PPC campaigns

Do you need us to tell you anything else to convince you that this day is a special date for online sales? You don’t, do you? Well, on big dates… A huge effort is needed! Have part of your budget reserved for the Black Friday and Cyber Monday PPC campaigns and invest in them, and not only in money! Also in time and care when making the campaigns and resources of people (if you can) who are watching over them.


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Lucia Rodriguez


Luci studied journalism, but soon realized that what she truly loves is writing content and SEO. Cat mom and burger lover, Luci is the SEO and Content Manager at Clever ecommerce and Clever Ads ❤️ #seo #content #marketing

  1. Customer Engagement holds the key for any online business . This becomes even more critical for impending mega sale event , like New Year Sale, Black Friday etc.Among various ways to entice customers to alluring deals is sending Push Notification or pop ups as rightly pointed above. We can send push notifications to customers well in advance( as we have options like scheduled notifications), about the products which are going to be on sale, discounts , and offers .This will not only help in promotion and create anticipation for the upcoming event but also builds brand value .If customers are notified in advance they can also make informed decision about the purchase and avoid any on the spot purchasing.

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