Shoppers get tactical as Cyber Weekend keeps growing

The growing trend among consumers to look for ongoing Black Friday deals during the following Saturday and Sunday resulted in this year’s Cyber Weekend being 26% larger than in 2018.

That’s according to research by Bazaarvoice covering 6,200 brand and retailer websites. Appetite for Black Friday itself continues to grow year-on-year. Insights from the company’s network shows 20% more consumers took part in this year’s event and 18% more made a purchase on Cyber Monday.

Sophie Light Wilkinson, VP Marketing, EMEA at Bazaarvoice, comments: “What we’re seeing is entirely natural – and tactical - shopper behaviour. Reacting to the huge demand for deals and bargains on Black Friday we’re seeing customers shift to invest more time shopping in the days leading up to Black Friday. For brands and retailers this is only a good thing as not only is the purchase window expanding, but so too is the time spent considering new and alternative products.”

The Sunday preceding Cyber Monday also saw the greatest lift in total page views by global consumers (20%), highlighting a research phase and last minute opportunity for brands and retailers to engage prospective customers with products and offers. Mobile still plays a vital role as the point of purchase, accounting for 47% of transactions on Black Friday.

Light Wilkinson adds: “This goes to show the rising role of social shopping as emphasised by our Shopper Experience Index 2019. While it can be tempting to join a race to the bottom on price, brands and retailers that recognise the evolving preferences and deliver informative, interactive experiences online and offline can both retain their existing customers and attract new ones.”