Tambo's Black Friday & Cyber Monday Insights
Tambo’s Black Friday Insights
For Tambo, Black Friday was another success, but this did come with challenges that mainly revolved around the cost of living within the UK market. Disposable income becomes restricted for many consumers which is why careful planning of marketing budget was so important for us this year.
Trends within categories at Tambo
Whilst there were different challenges, the main trends which we saw were -
- Grocery: Whilst being on promo aided increases in Sales, if consumers were brand loyal or price competitive, compared to the rest of the category, there was intent to convert.
- Seasonal products: We saw a stronger intent to convert earlier in the sales period. As we edged towards Black Friday, whilst sales were strong, CPCs started to increase which impacted ACOS/ROAS as this started to decrease (which was to be expected)
- One-off purchases: While overall we did see great improvements in performance across the Sales period, the first day as well as Black Friday itself was where we saw the strongest sales
Takeaways/Learnings
While we did see another great Black Friday within Tambo, there were some learnings for us to consider:
- Seasonal products: For paid, if you have seasonal items then prioritise your budget into pushing these items but ensure that you have a lead up period prior to when the sales commence.
- Stock: Whether is it seasonal products or best sellers, ensure you have the stock available as if you run out, you might miss some important opportunities to maximise sales
- Day 1 of sales is just as important as Black Friday: Not all of our clients saw this but the first day as well as Black Friday itself drove a strong % of overall paid sales. We would recommend referring to your previous year’s performance and look at a daily breakdown to see where the opportunities are to maximise sales.
Cyber Monday Amazon Insights
At Tambo, Cyber Week is one of the busiest times of the year as we work closely with our clients to ensure we implement best-in-class strategies and closely monitor their advertising campaigns, listing readiness, stock availability, deal performance and so on.
Traditionally, Cyber Monday is a 24-hour online shopping event and is now often regarded as an extension of the Black Friday sales.
This year we saw many brands on Amazon that are carrying on their sales throughout 'Cyber Week'.
It was another successful Black Friday and Cyber Monday, with e-commerce dominating both sales events. According to Adobe Analytics, Cyber Monday saw the highest increase in sales compared to Black Friday, with items in categories like home, beauty & health, apparel, and tech seeing record sales. Consumers took advantage of deals all week long.
According to Barclaycard Payments, who process £1 in every £3 spent in the UK, Cyber Monday saw a 5% increase in transactions compared to last year, following in the footsteps of positive Black Friday figures.
This year we’ve seen many brands that tried to maximize awareness for both events by extending their sales a week before Black Friday and Cyber Monday.
