Dec 21, 2018
The Cyber Five (Thanksgiving -
Cyber Monday) this year broke all kinds of records and was an
interesting departure from years past in several ways. In
this episode I welcome back to the podcast my business partner,
Chris Brewer. We look at this holiday shopping season from a few
different perspectives. We talk in general terms about how
our clients who are mostly in the $5 to $50 Million per year in
sales did during the Cyber 5 and after. We also looked at trends
and data from the largest ecomm companies.
By the numbers….a Look at the Industry as a Whole.
Here are just a few of the
highlights we look at in this episode.
- Thanksgiving weekend was up 23% - total spend
was $24.2 billion. Thanksgiving through Cyber
- Mobile spend was $10 billion of that
(approaching half) and that’s up 44% from last year. So
doubling the growth rate of the holiday trend as a
Drivers of online sales
at 26% - up 2% YoY
Search at 22% - up 6% YoY
- Social - minimal impact 1.3% of
sales….(remember this stat is from the big guys, not mid-sized
Surprises from our clients:
Friday was our clients biggest day by a long shot with Cyber Monday
- Social continues to be a big
investment for our clients but getting the same results as last
year has been difficult mainly due to rising ad costs.
- YouTube big as well - one of the top 3 channels
for several of our clients.
We talk about what our most
successful clients did well so you can properly plan for next year.
We look at several winning tactics including:
- Email - build, cultivate and prime your email list
for Cyber 5. Multiple email reminders - often 3 per
- Start early
- Wednesday even. We found
our most successful clients started sales or at least started
promoting sales early. Consumers have finite dollars to spend, get
their attention early and you’ll have a better chance to grab your
share of wallet.
- Build your retargeting
audiences early - our
clients who had the most success had large lists of people who’ve
visited their site in the past or viewed a YouTube video who we
could then retarget.