Every sensible shopper knows and plans for Black Friday, but Cyber Monday has continued to take on prominence as shoppers realize they can save money on their holiday shopping without having to brave the long lines and early morning rush, opting instead to shop online dressed in their elf pajamas and devouring a leftovers sandwich.
The percentage of holiday revenue earned on Cyber Monday grew by 74% over the past four years, while the percentage of total holiday transactions made on Cyber Monday has increased from 3.1% in 2009 to 5.4% in 2012. Black Friday trended upward as well, but not as significantly: It remained relatively stable growing from 2.3% of all holiday transactions in 2009 to 2.8% in 2012.
As important as these days are, they account for a small portion of total holiday earnings. Cyber Monday, the largest day during the holiday shopping time frame by revenue, accounted for only 5.2% of total holiday revenue.
Every marketer should have a well-crafted strategy for Black Friday and Cyber Monday, but it’s important to keep these two days in context, as the remaining 59 days of the holiday period account for over 90% of holiday revenue.
This is a finding from our recent Holiday Edition, E-Commerce Snapshot. The report is based on data spanning 30 million unique customers and $2 billion in revenue across 14 e-commerce verticals.
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Custora’s Take and How We Can Help
Custora is a customer-centric marketing platform that helps e-commerce retail marketing teams acquire, retain, and segment their customers. Retailers are using Custora this holiday season to improve their customer acquisition and retention efforts by finding out which marketing channels bring in valuable customers, making changes to acquisition budget and programs, optimizing promotion performance and segmenting their customer base to provide a personalized holiday shopping experience across all channels.
Custora works with leading e-commerce innovators and established retailers such as LivingSocial, Etsy, Fab, and Bonobos. If you’re interested in learning more about Custora, you can request a demo here.