Black Friday and Cyber Monday continue to gain cultural significance across the US and the globe as shoppers and retailers deepen their relationships through enhanced technology, stronger/more personalized deals and a singular online-offline approach. As for 2017, all major metrics trended up, including click volume, mobile purchases, foot traffic and overall sales. Cyber Monday 2017 marked the biggest shopping day in US history , with over $6.59B in sales, including a record-breaking $2B in mobile sales.
Bing (my employer) also saw strong positive trends, with a YOY jump in clicks across Black Friday, Cyber Monday and the entire month of November. In the US, clicks were up 9 percent (cross-device) between Black Friday and Cyber Monday when compared with the same time period in 2016, and we also saw clicks up 12 percent YOY for the month of November. The rise in clicks is likely due to large retailers who extend Black Friday deals earlier and later — a trend US consumers have come to expect as retailers like Walmart and Toyota offered week-long Black Friday deals.
This increase in clicks YOY wasn’t just a trend we saw in the US, but also around the world, as Black Friday and Cyber Monday become a global phenomenon. Bing’s international clicks across all devices were up over 17 percent for Black Friday and 20 percent for Cyber Monday.
The holiday numbers also support a strong omnichannel approach throughout the 2017 season. According to Matt Shay, CEO of the National Retail Federation (NRF), 51 million Americans shopped exclusively in stores throughout the holiday weekend, 58 million Americans shopped exclusively online, and a majority 65 million shopped both, representing the new sweet spot for leading retailers.
The online, mobile and in-store experience needs to work in harmony if retailers are going to continue in the new economy. The NRF reported that over 174 million Americans showed up in stores over the holiday weekend as retailers wooed consumers with free coffee bars, foot massages and cosmetic samples. As the numbers show, these same shoppers went home to buy online, many of them making purchases on their phones. The Home Depot even reported seeing more mobile traffic than desktop.
Black Friday deals also popped up in some new places, such as the Amazon Alexa, where users could find early deals starting November 22 through voice shopping. In classic omnichannel form, Amazon leveraged their Whole Foods brick-and-mortars to promote their Alexa devices. Every retailer should be following suit, combining their online and offline forces for maximum impact.
I love digging into the query reports post-Black Friday and Cyber Monday to highlight a few trends and see what has changed in consumer behavior as users search for deals this holiday season. Here are the insights I uncovered based on search trend data from the 2017 Black Friday to Cyber Monday shopping period:
We continued to see the trend where consumers are adding the calendar year to their search queries when looking for specific deals and offers. The top Black Friday and Cyber Monday intent-related keywords can be summarized in the following query combinations:
As in previous years, we saw a surge in tech-related queries as consumers searched for the latest phones and gaming consoles. It’s no surprise to me that the most-searched-for tech items are the two that are almost impossible to find with a discount: the iPhone X and Xbox One X.
We’re also seeing search trends that point to this year’s hottest toys. Last year, Hatchimals were the toy du jour; this year, Fingerlings have taken over. There was also a surge in searches for Yu-Gi-Oh! Dueling Nexus.
It’s also the time of the year to be entertained, so it wasn’t a surprise to see the movie “Bad Moms Christmas” as one of the top new queries over the holiday weekend.
There’s still time to make the most of the 2017 holiday season. Here are five quick ways you should be using search to leverage your omnichannel strategy:
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