How to understand and approach the evolving Black Friday seasonal peak for online retailers

Posted on October 28, 2021
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More than just Black Friday – get ready for the busiest period of the year for online retailers

Here we are – fierce competition, relentless winter deals and millions of potential customers… the holiday shopping season is back. Getting it right can set you up for your best Q4 but getting it wrong could leave you without any presents under your Christmas tree.

Don’t worry, the experts at Kelkoo Group have been hard at work making sure that you’re all prepared for this great sales season with key shopping events such as Black Friday, Cyber Monday, Christmas… and now Singles Day, which is soaring in popularity.

Don’t wait any longer to start pushing your online shop visibility – Singles Day should be taken seriously

Have you considered preparing your online shop for Singles Days? If not, 2021 is the year to make the most of this popular shopping day.

By the way, do you know what is Singles Day? Singles Day was born in China and occurs every year on November 11 (because the date 11/11 represents four ones, or four singles, standing together). It is now  the world’s biggest shopping event.

If South East Asia is the place where this day gets the most attention, especially with Alibaba’s new record in 2020, the European market is fast catching up. In the UK, for example, we saw a sales topping £1.44 billion in 2020.

However, if Singles Day isn’t yet at the level of Black Friday and Cyber Monday, it’s still an opportunity for online retailers, especially as its popularity in Europe is providing affordable CPCs for advertisers… for the moment at least. Therefore, we are probably in one of the most interesting phases of this event for advertisers, where a great number of sales can be achieved with a decent and controlled budget. Kelkoo Group is here to help, so feel free to contact us now to make the most out of Singles Day… and the rest of the season.

Make sure to be at your best on 26 November for Black Friday!

As new shopping events are emerging during this incredible end-of-the-year holiday period, Black Friday is the one that keeps on leading the shopping season. In the UK, 73% of respondents to a Google study said they would wait for Black Friday to buy or search for a product. Nevertheless, Black Friday is no longer just a day so don’t only focus on 26 November alone.

Therefore, even if you start your discounts and increase your advertising budget earlier this year, you will still need to push it when approaching Black Friday. This day continues to grow in importance and competition intensifies each year. So, to stand out of the crowd, you will need to be aggressive and dedicate an appropriate advertising budget for this key shopping day.

Don’t be afraid. You have to play the game as great sales and growth are at the end of the path but spend your budget wisely. It isn’t the time to test new methods, it’s the time to capitalise on the successful channels that are already tried and tested. If you need any advice on how to define your budget strategy and acquisition channel pressure for this key period, contact our experts now. We will be happy to help you shape the right approach.

Keep the pressure on – The season is starting earlier… but lasting longer as well

As we’ve seen, Black Friday is no longer just on 26 November… Black Friday is a month. More specifically, this shopping season now stretches from Singles Day right through to Christmas.

However, according to a Statista study from March 2020, between 2012 to 2019, the number of adults planning to shop in post-Christmas sales in United Kingdom always remained above 35%, with a growing trend in the last years.

So, keep the pressure up after Christmas and maintain visibility to take advantage of the last sales peak of the year. Keep your discounts relevant and your advertising budget higher than usual to take advantage of post-holiday shopping demand peaks. You will be coping with returns at this time and making the most of the last sales of the season will help you balance potential end-of the year losses and start the new year stronger.

About Kelkoo Group

At Kelkoo Group, we are e-commerce leads acquisition specialist and we can help you define the best advertising pressure, identify the right acquisition channels and maximise your campaign performances to increase your online sales.

Operating in 40 countries worldwide and with 22 years’ experience in e-commerce, we accompany more than 10,000 merchants internationally in acquiring qualified and targeted shopping leads on their online shop.

We reach great performances for our merchants displaying their products on our specialised shopping network as well as providing them expert consultancy or full management on their Google’s Shopping Ads campaigns. Contact-us now to get started and start capturing new customers on your online store.

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