What’s Different for Black Friday 2014?
Smartphones will be a much bigger deal this year, but marketers don't have mobile sites ready for shopping—let alone buying. More e-commerce marketers will price products to compete with Amazon. Consumers will be more wary of data breaches that just keep on coming from every direction—the latest may be the one announced on Monday by Yahoo.
These are among the "13 Ways Black Friday 2014 Will Be Different," according to Louis Ramirez of DealNews. On Monday, he wrote up a list that appears to continue trends observed by marketing heavyweights, such as IBM.
IBM says overall online sales on Black Friday 2013 were up 19 percent, year-over-year, just shy of Cyber Monday's 20.6 percent.
1. Consumers Are Demanding More and Better Mobile Options. Two-thirds of emails sent by multichannel marketers were opened on mobile devices, reports Experian on Jan. 14, 2014. Mobile devices accounted for one of every three paid search clicks, a 28 percent rise over 2012, Kenshoo says on Jan. 16, 2014. Facebook ads generated 13 times more revenue on Black Friday than on November 1, Kenshoo reports on Dec. 16, 2013.
On Jan. 2, 2014, Big Blue reports smartphone traffic accounted for 21.3 percent of all online shopping, tablets 12.8 percent, and 5 percent bought from their smartphones during the 2013 holidays. The larger tablet screens saw 11.5 percent of sales. (Ramirez posits that the lack of smartphone buying may be due to marketers' lack of mobile optimization, as cited in eBay Enterprise research.)
What's more is mobile users demand more from their devices on Black Friday, writes Chris Hill of Canada's Mobidia, a mobile usage data provider.
"Usage of mobile shopping applications on Black Friday increased by 86 percent relative to the average usage throughout the rest of 2013," Hill says in his Dec. 10 2013 article in Wired.