Shoppers spent more than $5 billion during Black Friday alone while Cyber Monday broke the record with $6.6 billion in online sales. During this 30 minute webinar, Skava’s ecommerce experts, Dave Barrowman (VP, Innovation) and Nick Velloff (VP, Product Experience) will discuss Black Friday and Cyber Monday activities and trends. You will learn... - Why Black Friday and Cyber Monday are still a big deal - How the shift to online and mobile continues - Overall traffic between iOS and Android - Peak times by day and when consumers shopped the most - Why in-store is still relevant to Black Friday - Key insights that will help retailers strategize for next year Check out the original recording here: https://youtu.be/J_6HLLMMZ8U

1. Black Friday and Cyber
Monday Highlights 2017
DECEMBER 2017
Dave Barrowman, VP, Head of Innovation, Skava
Nick Velloff, VP of Product Experience, Skava

2. CONFIDENTIAL AND PROPRIETARY. ALL RIGHTS RESERVED.
Introduction
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Dave Barrowman
VP, Head of Innovation for Skava
• Formerly at Gap Inc., AOL, and Netscape
• Drove Gap Inc.’s mobile and
personalization initiatives
• Worked in e-commerce since 1996

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Introduction
3
Nick Velloff
VP, Head of Product Experience for Skava
• Formerly at AKQA, R/GA and Deutsch LA
• Worked with brand experiences for VW,
Sony, ESPN, Lexus
• Worked in product and advertising
technology and experience since 1998

4. CONFIDENTIAL AND PROPRIETARY. ALL RIGHTS RESERVED.
Agenda for today’s webinar
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•Why Black Friday and Cyber Monday are still a big deal
•How the shift to online and mobile continues
•Peak times by day and when consumers shopped the most
•Why in-store is still relevant to Black Friday
•Key insights that will help retailers strategize for next year

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Thanksgiving Weekend Spending
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THE AVERAGE SPENDING
WENT TOWARDS
HOLIDAY GIFTS
THE AVERAGE SPENDING
PER PERSON
OF THANKSGIVING
WEEKEND SHOPPERS
MADE PURCHASES
Source: NRF’s Annual Thanksgiving Holiday Consumer Survey, conducted by Proper Insights & Analytics

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So, what did shoppers buy?
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• Nintendo Switch
• PJ Masks
• Hatchimals & Colleggtibles
• Chromecast
• Roku
• Amazon Echo (Cyber Monday)
• Apple AirPods
• TVs
Source: Adobe Analytics, Business Insider

7. CONFIDENTIAL AND PROPRIETARY. ALL RIGHTS RESERVED.
2.87
5.03
6.59
2.43
4.3
5.65
Black Friday and Cyber Monday are a big deal
online
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Online sales by day in billions
CYBER MONDAYBLACK FRIDAYTHANKSGIVING
Source: Adobe Analytics 2017 2016

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Black Friday weekend results set the tone for Q4
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•Black Friday and Cyber Monday were the two most popular online shopping days
in US history
•Cyber Monday is becoming CYBER WEEKEND
•Cyber Monday topped Amazon Prime Day – making it the biggest shopping day in
Amazon history
⎼ But, Singles’ Day in China is bigger than Black Friday with $25.3B in retail sales

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Black November
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• Now, it’s increasingly about “Black November” and less about a one day or one weekend event
⎼ All of November is increasingly important for retail sales
⎼ Deals are beginning earlier in the month
TOTAL REVENUEIN ONLINE SALES FROM
NOV. 1 – 27, EACH DAY

10. Skava’s Client Trends

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Thanksgiving Day—Pageviews vs. Revenue
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REVENUEPAGEVIEWS
Thanksgiving Day - 2017Thanksgiving Day - 2016

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Black Friday—Pageviews vs. Revenue
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REVENUEPAGEVIEWS
Black Friday - 2017Black Friday - 2016

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REVENUEPAGEVIEWS
Cyber Monday - 2017Cyber Monday - 2016
Cyber Monday—Pageviews vs. Revenue
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14. CONFIDENTIAL AND PROPRIETARY. ALL RIGHTS RESERVED. 14
Mobile Visits
BLACK FRIDAY
CYBER MONDAY THANKSGIVING DAY
from smartphone visits to ecommerce
websites and apps
BLACK FRIDAY
Mobile users of all site visits. Smartphones
accounted for 44.6% of visits
CYBER MONDAY
Smartphones and tablet users combined.
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47.4%
46%
54.3%THANKSGIVING DAY
Source: Adobe Analytics

15. CONFIDENTIAL AND PROPRIETARY. ALL RIGHTS RESERVED. 15
Mobile Revenue
BLACK FRIDAY
THANKSGIVING DAY
THANKSGIVING DAY
Sales from mobile websites and apps
BLACK FRIDAY
from mobile device purchases, 26% of
revenue came from smartphones
CYBER MONDAY
From smartphones and tablets
combined. Mobile transactions had a 12%
higher rate compared to last year
15
29%
36.9%
33.1%
CYBER MONDAY
FIRST $2B DAY
EVER IN THE US
Source: Adobe Analytics

16. CONFIDENTIAL AND PROPRIETARY. ALL RIGHTS RESERVED.
Amazon, Amazon, Amazon!
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Prior to Black Friday:
Launched “50 days of deals” at the beginning
of November
Thanksgiving Day:
5.64M of the 12.5M online orders placed.
Accounted for 45% of all online transactions.
Black Friday:
Accounted for 55% of all online transactions.
Cyber Monday:
Biggest sales day ever, topped Amazon Prime Day.
Orders from the Amazon app had increased more than
50% worldwide, compared to last year.
“Amazon customers shopped at record
levels during the Turkey 5, ordering
hundreds of millions of products from
toys to fashion to electronics and
Amazon devices. Customers ordered
nearly 140 million items from small
businesses alone and this is just the
beginning of the holiday season”
Jeff Wilke, CEO Worldwide Consumer,
Amazon
Sources: TechCrunch, RetailDive.com

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Customers shop everywhere, so retailers must be
great everywhere
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Source: NRF’s Annual Thanksgiving Holiday Consumer Survey, conducted by Proper Insights & Analytics
CUSTOMERS SHOPPED BOTH
ONLINE AND IN-STORE
DURING THE 5 DAY SALES
EVENT
51.6M
SHOPPED
IN-STORE ONLY
64.6M
SHOPPED
BOTH IN-STORE
AND ONLINE
58.4M
SHOPPED
ONLINE ONLY

18. CONFIDENTIAL AND PROPRIETARY. ALL RIGHTS RESERVED.
Brick and mortar still matter. So, what can you do?
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• Transform the customer’s mobile device into an in-store device
⎼ Retailers should make it easy for customers to self-serve in stores via mobile devices
• Technology needs to support customers who are shopping at home and in-store
• Associate facing systems need to be well integrated
• With seasonal labor challenges, technology can play a strong role to help store associates streamline
faster checkout on the spot, or at the cash register and provide store specific discounts
More than 90% of sales are still coming from in-store in 2017

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Takeaways
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• Black Friday weekend remains the biggest period for US retail
• Increasingly online, increasingly mobile, increasingly all November!
• Online, Amazon dominates the weekend
• No one-size-fits-all, but each retailer needs to define their own Amazon strategy
• Despite the trend to online, stores still drive the bulk of most retailer’s sales and revenue
• Retailers need to deliver great user experiences consistently across channels and touch points

20. Thank You
skava.com
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