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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.
16:47
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Quick takeaways
- E-commerce grew 8% during the Cyber 5, while retail remained stagnant, highlighting a significant shift in consumer purchasing behavior.
- Successful late-stage holiday strategies should prioritize convenience messaging like shipping options to effectively attract last-minute shoppers.
Deep dives
E-commerce Growth During the Holiday Season
E-commerce experienced an 8% growth during the Black Friday to Cyber Monday period, known as Cyber 5, in contrast to the stagnant retail sector, which saw no growth year-over-year. Despite a decrease in the number of purchasers, those shopping online spent more, indicating a shift in consumer behavior that may be influenced by economic factors. Interestingly, the Canadian market faced challenges due to Canada Post shipping strikes, which shifted the focus from promotions to the reliability of shipping. As a result, messaging centered on prompt delivery performed better than advertisements focused on discounts.
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