Amazon’s Black Friday deals begin tomorrow…one week ahead of the traditional “Black Friday.”
It’s difficult to predict exactly how this year’s holiday shopping season will shake out. But looking back at past data, can certainly provide some insight into general trends.
We pulled data for the past four years, honing in on the months of November and December. For this purpose, we broke down the data by Impressions (traffic) and Conversion Rate (orders/clicks).
Check out the graph below and flip through to see all four years of analysis.
Here are some high-level takeaways:
🔸Increased traffic on shopping events doesn’t necessarily translate to the same increase in conversion rate. Keep this in mind when making bid adjustments to avoid a spike in ACoS.
🔸Christmas and Thanksgiving are low traffic and low conversion days – the data here matches our intuition.
🔸Weekends tend to see low conversion leading up to Thanksgiving, but that trend isn’t as obvious once the holiday shopping season is in full swing.
🔸Traffic plummets a few days ahead of Christmas as the shipping window for arriving in time for the holiday closes.
🔸Depending on your brand, you may see a rebound of traffic after Christmas. This could include shoppers looking to buy any products they didn’t get as gifts or “New Year, New You” products.
With retailers extending their deal days beyond the namesake shopping holiday, we anticipate less dramatic peaks and valleys in the metrics this year.
What do you think?