After crunching data from 200 retailers and over 60 million online transactions during last year’s holiday shopping season, performance marketing firm Criteo discovered just how key an event Black Friday is online.
Moreover, the firm said 32 percent of e-commerce transactions that occurred on Black Friday were done on a mobile device. Criteo’s analysis showed that the so-called “Bounceback Tuesday” experiences a strong spike in online sales as well.
“Black Friday is increasingly turning into an online sales event as consumers are more frequently using mobile devices to make purchases, and online shopping is extending further into the work week,” analysts noted in the report. “For companies focused on attracting and retaining consumers during this time period, online advertising campaigns should be fully optimized across all devices.”
Criteo estimates that of the over $630 billion to be spent during this year’s holiday season, online sales will total about $105 billion — and consumers will be “using multiple devices in the process, including desktops, laptops, tablets and smartphones.”
James Smith, executive vice president of the Americas at Criteo, said the “path to purchase of today’s consumer has evolved and, as a result, people are doing a tremendous amount of online shopping across all devices on Black Friday, which traditionally has been an in-store shopping day, as well as throughout the rest of the week.”
Smith went on to say that retailers “have a huge opportunity to engage consumers through personalized and relevant online advertising during the entire spending period, including Black Friday, Cyber Monday and Bounceback Tuesday.”