Black Friday: 2012 Review

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Information about the origin of 'Black Friday', this year's results, trends and examples of what retailers did.

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Black Friday: 2012 Review

  1. 1. BLACKFRIDAY:2012REVIEW
  2. 2. WHAT IS BLACK FRIDAY?
  3. 3. Definition of ‘Black Friday’1. September 24, 1869, the day the markets crashed following a failed attempt by somefinanciers to corner the gold market. Led to a depression.2. In a more general sense, any Friday in which a public calamity occurred.3. More recently, the term Black Friday has been applied to the day after Thanksgivingin which retailers make enough sales to put themselves "into the black ink”.
  4. 4. 2012 REVIEW
  5. 5. Consumer Spending• 57 Million Americans visited online retail sites on Black Friday• Black Friday (November 23) saw $1.042 billion in online sales, making it the second heaviestonline spending day in 2012 after Cyber Monday.• Thanksgiving Day (November 22), while traditionally a lighter day for online holiday spending,achieved a strong 32% increase to $633 million  US Retail Spending (Millions $US) 2011 2012 Percent Change November 1-23 $11,832 $13,726 16% Thanksgiving Day (Nov. 22) $479 $633 32% Black Friday (Nov.23) $816 $1,042 28%*Corresponding days based on corresponding shopping days (November 3 thru November 25, 2011)SOURCE: comScore
  6. 6. Category InsightsDepartment stores continued to offer compelling deals andpromotions that drove sales to grow by 16.8 percent over BlackFriday 2011Health and Beauty sales increased 11 percent year over yearwith consumers once again choosing to pamper themselves thisholiday.Home goods maintained its momentum this year, reporting a28.2 percent increase in sales from Black Friday 2011.Apparel sales were also strong this holiday with Black Fridaynumbers showing an increase of 17.5 percent over 2011.SOURCE: IBM Holiday Benchmark
  7. 7. Most Visited Online Retailers Top Performing CategoriesRetail Property Category Y/Y % Chg 1 Amazon Digital Content & Subscriptions* 29% 2 Walmart Toys 27% 3 Best Buy Consumer Packaged Goods 23% 4 Target Video Game Consoles & Accessories 18% 5 Apple Consumer Electronics 18%SOURCE: comScore * Corresponding days based on corresponding shopping days (November 3 thru November 25, 2011) * Digital content & subscriptions includes digital books, audio and video content.
  8. 8. EMERGING TRENDS
  9. 9. Multi-Channel Holiday ShoppingMobile Shopping: Mobile purchases soared with 24 percent ofconsumers using a mobile device to visit a retailers site, up from14.3 percent in 2011. Mobile sales exceeded 16 percent, up from9.8 percent in 2011.The iPad Factor: The iPad generated more traffic than any othertablet or smart phone, reaching nearly 10 percent of onlineshopping. This was followed by iPhone at 8.7 percent and Android5.5 percent. The iPad dominated tablet traffic at 88.3 percentfollowed by the Barnes and Noble Nook at 3.1 percent, AmazonKindle at 2.4 percent and the Samsung Galaxy at 1.8 percent.Multiscreen Shopping: Consumers shopped in store, online and onmobile devices simultaneously to get the best bargains. Overall 58percent of consumers used smartphones compared to 41 percentwho used tablets to surf for bargains on Black Friday.SOURCE: IBM Holiday Benchmark
  10. 10. Consumer InsightsThe Savvy shopper: While consumers spent more overall, theyshopped with greater frequency to take advantage of retailerdeals and free shipping. This led to a drop in average order valueby 4.7 percent to $181.22. In addition, the average number ofitems per order decreased 12 percent to 5.6.Social Media Sentiment Index: Shoppers expressed positiveconsumer sentiment on promotions, shipping and convenienceas well as the retailers themselves at a three to one ratio.Social Sales: Shoppers referred from Social Networks such asFacebook, Twitter, LinkedIn and YouTube generated .34 percentof all online sales on Black Friday, a decrease of more than 35percent from 2011.SOURCE: IBM Holiday Benchmark
  11. 11. EXAMPLES
  12. 12. Walmart
  13. 13. Best Buy
  14. 14. Target
  15. 15. THANK YOUFor more information please emailtim.evans@dtdigital.com.au or jackie.bowker@dtdigital.com.aufacebook.com/DTDigitaldtdigital.com.au

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