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Black Friday Statistics for Marketing

Arvo Digital

SEO Specialist

Black Friday is an overwhelming time for sellers, but it is also an incredibly overwhelming time for marketers! Things move quickly, there are many moving parts, and finding the perfect Black Friday marketing strategy takes a lot of planning. The good news is Pouch is here to help! Read on to learn more about what goes into Black Friday marketing.

Black Friday Insights from Google Trends

Google Trends can be a valuable tool for viewing search behavior, both past and present. When looking into Black Friday-related searches, there are a few key takeaways:

1. Black Friday Interest Is Decreasing

According to Google Trends, Black Friday interest on Google has decreased significantly since 2018. As you can see in the graph below, since 2018, searches have begun to drop exponentially. The potential reasons as to why are detailed later on.

2. Black Friday Searches Are Happening Earlier

In 2017 and 2018, Google Trends showed no significant Black Friday search volume happened until October 8. In 2020 and 2021, Black Friday searches moved up nearly a week earlier to October 3.

If brands want to rank for Black Friday, they may need their SEO campaigns ready as early as October 1st moving forward. The general idea is that earlier is better. The sooner a marketing plan is made and implemented, the more likely you will rank for Black Friday searches in the SERPs.

3. Cyber Monday Interest Is Also Declining

Another interesting find is that interest for Cyber Monday has declined each year since 2018 on Google Trends. Looking at the graph below, you can see a huge drop off in the amount of searches for Cyber Monday.

What Is Causing Black Friday Interest to Decrease?

“…over the past 12 months prices rose 6.2 percent, according to the Bureau of Labor Statistics. This is the biggest annual increase in 31 years, since December 1990”.

-People Magazine

You may wonder why there has been such a significant drop in interest for Black Friday and Cyber Monday and what that means for this year. There are a couple of different theories as to why this may be the case.

The biggest issue consumers and businesses are facing right now is inflation. According to a People article:

overall, the Consumer Price Index, which compiles prices for a wide array of goods and services, recently announced that over the past 12 months prices rose 6.2 percent, according to the Bureau of Labor Statistics. This is the biggest annual increase in 31 years, since December 1990

People Magazine

Because of this enormous increase, people may not be willing to spend as much money or be as interested in holidays centered around spending.

Another issue hurting consumers and businesses alike is supply chain issues. Forbes noted in a recent article:

interest in Black Friday is being affected by reporting about the ongoing supply chain crises, which are seeing significantly higher interest.

Forbes

Because consumers are currently bombarded with information about supply chain issues and shortages, they are not in a good headspace to be shopping Black Friday, or they recognize a need to order their gifts well in advance to offset any delivery delays.

This context is all key information to have as you consider your Black Friday SEO strategy. With this knowledge, you will better understand what consumers are looking for and how you can better reach them.

How This Affects SEO Marketing Strategy

So, how does a decreasing interest in Black Friday affect your SEO marketing strategy?

So, how does a decreasing interest in Black Friday affect your SEO marketing strategy? As previously stated, consumers are reading more about inflation and supply chain issues than Black Friday deals. Consequently, Black Friday and Cyber Monday search volume has decreased. This decrease will affect how many people see your content and how many are even searching for your content.

Studies also show that people wait to begin shopping to see who can offer the best deal. People start looking early at sales and wait until they know they have found the best one. This behavior aligns with the previous charts showing that people began searching “Black Friday” earlier and earlier for the past few years.

Considering both factors, you must come in strong and fast with a good SEO strategy. You want to ensure your content and sales are set up for success to rank and are ready to go as soon as possible. This will give you the best chance to have consumers see your content.

How This Affects SMS and Email Marketing

“You can push the scarcity aspect.”

Email marketing may be a huge tool to utilize as you launch your Black Friday strategy. According to an article by Fuelmade, email was a direct way to combat fears about supply chain issues last year.

You can push the scarcity aspect. We were having some serious supply chain issues, and with email marketing, you can explain that in a non-spammy or salesy way. Versus if you saw an ad that said ‘buy now or you won’t get the product for three months,’ you’re probably like, ‘who’s this brand? I’m out.

Fuelmade

Email and SMS are great ways to communicate directly with customers and let them know what your deals are, what your products are, and how you can work with them to get them the products they want at a reasonable price. Utilizing Email and SMS will greatly benefit you as you roll out a Black Friday strategy.

How This Affects Social Media Marketing

Social media ads can be effective when used correctly!

Email and SMS are great ways to communicate directly with customers and let them know what your deals are, what your products are, and how you can work with them to get them the products they want at a reasonable price. Utilizing Email and SMS will greatly benefit you as you roll out a Black Friday strategy.


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Author

Sydney Gregson

SEO Specialist

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