Google & Newsletter Emails Pick up the Slack during Black Friday Weekend, Facebook left in the dust

At Divvit, we’re all about our data. When huge ecommerce shopping events occur, we like to take a look at our data and see what conclusions we can come to. The Black Friday kickoff to the holiday season in 2017 was one of the most impressive days we’ve seen yet.

We took a look at the data from all of our merchants and the results were surprising:

Across the board, Black Friday experienced a 71% conversion rate hike from November’s average, and Black Friday accounted for 7.1% of November’s total visits. Black Friday weekend, including Cyber Monday, accounted for 19.7% of total visits in November.

While it’s no surprise that traffic and conversion were increased during Black Friday Weekend, you might be shocked at the traffic channels that were responsible for the bulk of it.

Channel Impact during Black Friday and Black Friday Weekend

Google, both paid and organic, made up over 30% of traffic during Black Friday as customers searched for specific products to buy.

Newsletter emails were almost as impressive as Google, bringing in 25% of all traffic during Black Friday Weekendas our customers communicated on their offers via email. With buyers actively looking for deals, email marketing was especially effective.

Traffic and conversion were not the only metrics that were significantly impacted. Order count experienced a 254% increase during Black Friday as opposed to the average order count in November leading up to the shopping holiday.

Over the previous Friday (November 17th), orders across all channels increased by 198% on Black Friday alone. Our customers’ average order count was even double their normal average during Black Friday Weekend, as customers used the 4-day event to purchase more than usual.

Google was responsible for a third of all orders during Black Friday Weekend, with Newsletters following at 20%. Though many expected Facebook to be a big winner during Black Friday Weekend, Facebook was surprisingly low in terms of traffic, orders, and conversion.

Not only did Google win this season in order count and traffic, but Google also brought in the most revenue during Black Friday weekend at a third of all revenue (compared with the normal 27% during the month of November).

Newsletters experienced a more significant change, hiking up to 19.3% of all revenue during the holiday, compared with a normal rate of 10.4% over the month of November.

Facebook, again, took a dive during the weekend, at a mere 2.2% of total revenue during the shopping holiday.

However, given the higher conversion rate, traffic, and order count increase, average order value across channels took a dive of nearly 20% during Black Friday Weekend, as customers shopped more based on price point and online merchants proposed deals during the weekend.

The highest AOV during Black Friday Weekend came from retargeting ads at €163.43 while in social media, Pinterest scooped up the highest AOV with €145.03, with Reddit following closely behind at €124. Instagram and Facebook were surprisingly low this season, with average order values of €98.09 and €80.14 respectively.

While Google and Newsletters brought in most of the bulk in terms of visits, revenue, and orders, their AOV were quite a bit lower than other less-frequented channels. Google’s average order value topped up at €79.54 on Black Friday, while Newsletters brought in €75.28 on average.

While we all more or less expected Google to be a winner during Black Friday Weekend, the real shockers were the success of Newsletter emails and the fall of paid and organic Facebook.

Although, while Facebook didn’t have as high an impact on visits, orders, and revenue, customers coming from the social network were ready to purchase more on average.

What does this tell us about Black Friday Weekend?

Ultimately, those looking for deals turned to their inboxes and Google search to find the best products on Black Friday.

Customers were especially receptive to marketing, and newsletters picked up the bulk of those customers. When customers were actively looking for promotions, Google was their first choice in channels.

However, customers who were ultimately passive on Black Friday weren’t receptive to Facebook. This could also be a situation where customers were too busy shopping on Black Friday to pay attention to Facebook, though the ones that did were ready to spend more.

Whitney Blankenship

Content Marketing Manager
Whitney Blankenship is Content Marketing Manager at Divvit. When she’s not creating awesome content, she’s reading up on the latest in Social, Digital, and Ecommerce trends. She’s also the fastest Googler in the West!
Whitney Blankenship is Content Marketing Manager at Divvit. When she’s not creating awesome content, she’s reading up on the latest in Social, Digital, and Ecommerce trends. She’s also the fastest Googler in the West!