DTC Podcast Ep 466: Are you ready for "Super Saturday?" Notes on Google's Holiday Trends Indicate BFCM Isn't Over! | AKNF
Dec 20, 2024
Dougie, a member of Pilothouse’s Google team, shares vital insights on e-commerce from Google's analysis of Black Friday and Cyber Monday. Discover the 8% growth in online sales versus flat retail numbers and learn how to leverage convenient messaging to engage late-stage shoppers during the crucial Super 5 days. The conversation also touches on top gifting categories like apparel and toys and the impact of discussions around Google’s Performance Max tool and YouTube ads for optimizing holiday campaigns.
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E-commerce vs. Retail
- E-commerce sales grew 8% during Cyber 5, while retail sales remained flat.
- Fewer shoppers spent more, potentially due to economic concerns.
Canada Post Strike Impact
- In Canada, shipping reliability messaging outperformed discount messaging due to the Canada Post strike.
- Consumers prioritized getting products over deals.
Holiday Shopping Trends
- As of December 4th, half of Americans hadn't finished holiday shopping.
- Even those who had finished were open to more holiday purchases.