The web results of Black Friday 2019

On Friday, November 29, 2019, it was Black Friday, and its impact was felt across the web and e-commerce sites.

But is Black Friday really beneficial for online stores in 2019?

Whether they offered attractive and substantial promotions, more responsible discounts, or chose not to participate in Black Friday, all stores experienced a significant increase in their visits!

So, even though Black Friday has its online version on the following Monday (Cyber Monday), it’s the first day of this weekend of promotions that attracts the most online shoppers.

Orders placed on Panierdachat stores are 2.3 times higher during Black Friday than Cyber Monday.

To showcase the enthusiasm for Black Friday, we compared the results of online stores between this Black Friday and regular Fridays. Here are the findings from our study.

Online Figures for Black Friday 2019

Results based on all Panierdachat stores (mostly from Quebec) – a comparison between Friday, November 29, 2019 (known as “Black Friday”) and the average results from Fridays, October 25 and November 1, 2019 (referred to as “Regular Fridays”).

Black Friday, the most prolific day for online stores

The first step in the online acquisition funnel is the visit, and Black Friday starts strong with 3.2 times more unique visitors to online stores.

Visits to online stores are 3.2 times higher during Black Friday than on a regular Friday.

Exploding Orders…

Orders also follow the logic of visit numbers, with 7 times more orders placed on this Black Friday than on a regular Friday.

The number of online orders is 7.4 times higher during Black Friday than on a regular Friday.

…But a Decrease in Items per Order and Average Cart Value.

With its exceptional large discounts, Black Friday attracts many visitors looking for the best deals.

And this customer base, seeking only the best offer, reduces the number of items per order. There is an average of 5.5 products per order on a regular Friday and 3.8 on Black Friday.

The average cart value of orders on online stores is $5 higher on a regular Friday than on Black Friday.

This decrease in items per order leads to a decrease in the average cart value, dropping from $85 on a regular Friday to $80 on Black Friday.

Is Black Friday Beneficial for Online Stores?

With highly targeted purchases and sometimes taking advantage of significant discounts, the question is whether Black Friday ultimately brings better profits to stores.

And the answer is a resounding YES! The revenue of online stores increased, on average, almost 7 times during Black Friday compared to a regular Friday.

The online revenue of e-commerce sites is 6.9 times higher during Black Friday than on a regular Friday.

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The Importance of Social Media during Black Friday

In 2019, Facebook represents 91% of visits to online stores from a social network.

Thanks to their well-cultivated community for many years, Facebook remains the predominant tool for online stores. The simplicity of advertising on Facebook also encourages its use during significant events like Black Friday.

Instagram Becoming More Friendly with Brands and Businesses

In 2019, Instagram encouraged brands to use their platform by offering numerous relevant marketing tools:

• Instagram Shopping, allowing the tagging of products on posts leading directly to the product’s purchase page
• More freedom on stories (adding external links, product tags, profiles, etc.)
• Advertisements that can be better targeted

Instagram is the second social network that attracted the most visitors to online stores in 2019, with 7.5% of social network visits.
Instagram stories also make a notable appearance.

Facebook is the most important social network for e-commerce sites; 91% of visitors from a social network come from Facebook during Black Friday.

Use of Social Media during Black Friday

During Black Friday, internet users will naturally visit the websites of brands they intuitively think of to see the daily promotions. Then, communications about promotions here and there will guide them in their search for the best deals.

And for this, the most relevant tool is social media.

Visits

from social media during Black Friday are nearly 3 times more significant than on a regular Friday. With a figure more than doubled from Facebook and more than 4 times higher for visitors from Instagram.

Visitors from Instagram are 4.3 times more numerous during Black Friday than on a regular Friday. 2.7 times more for Facebook.

But Who Are the Real Black Friday Buyers?

This year, Black Friday was dedicated to responsible shopping, taking advantage of quality product discounts that fulfill real needs for consumers.

Online visitors represent several types of consumers:

• Those who make 100% of their purchases online
• Multi-channel shoppers who buy both in-store and online
• Those who explore the catalog online before going to the store to make a purchase (web-to-store)

During this Black Friday 2019, 6 out of 10 internet users browsed on mobile, 3 on a computer, and 1 in 10 on a tablet. The importance of a responsive store should always remain at the core of your user experience strategy.

62% of online store visitors are on mobile during Black Friday.

New Visitors or Loyal Customers?

As known, it’s easier to sell to an existing customer than to acquire a new one. According to several studies, you have a 60-70% chance of reselling to an existing customer versus 5-10% of acquiring a new customer.

And for a day like Black Friday, these numbers are even truer.

With these results in mind, merchants understand the importance of communicating Black Friday promotions to their own customers with:

• Newsletters
• Teasing of promotions on their online store in the days leading up
• Posts on their social media
• Advertisements on social media targeting their fans

And for this Black Friday 2019, stores had an average of 36% returning customers, 6% more than on a regular Friday.

During Black Friday, loyal customers are 6% more likely to revisit an online store than on a regular Friday.

An increase in loyal consumers leads to an increase in the proportion of purchases by these same already-conquered customers.

Conclusion

Black Friday 2019 was a great success for e-commerce in Quebec. Well-informed and social media-savvy, Quebec merchants effectively communicated during Black Friday to achieve very positive results!

All the figures in our study come from online stores on the Panierdachat platform analyzed on November 29 (Black Friday) and the average results of Fridays, October 25 and November 1, 2019 (used as “Regular Fridays”).

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