Who were the top winners over this Black Friday period?
Black Friday has been a key sales period for a number of years now although the period that the sales have started has grown in length. We see deals start as early as a week before the day itself with Amazon starting their Black Friday and Cyber Monday promotion from 22nd November up until the 2nd of December. Throughout the period, we see that typically the brands that participate in discounts drive the greatest performance but who across Beauty, Consumer Electronics and Pet has we seen come out on top according to Jungle Scout Cobalt?
Beauty
In Beauty, we see hair styling tools come out on top and particularly hair straighteners. The top revenue drivers are from varied price points with ghd Original being a medium premium price point, whilst Remington Shine is a much lower price point and Shark FlexStyle being the highest price point out of the three. Interestingly, Remington delivered over double the amount of units vs the ghd product but due to low price points delivered less revenue. This category gives indication that consumers are buying lower end products more often but there are many consumers who still recognise the quality of some products and willing to pay more.
Pet
In the Pet category, we are seeing demand for pet supplements and food, in this mix of products NutriPaw which has the highest price point is the most dominant. In this instance they added a 20% discount to their product which may have impacted its success over the period. Based on these insights, consumers appear to be looking for more premium products with discounts in the category vs buying as many mass market products.
Consumer Electronics
Samsung and Apple came out on top within this category seeing Mobile Phones be most dominant. Interestingly none of the brands appeared to partake in discounts giving some indication that consumers may have been waiting for the products to be at lower price, saw that there was no change and purchased regardless.
If you would like insights into your category in much more depth, Tambo can support with giving you indication of price points willing in the category, show the brands making up the majority of revenue and help you build your insortment based on the types, ingredients and needs that the consumers have demand for. Get in touch today.
