Black Friday and Cyber Monday saw significant international sales growth in 2015. Top purchasing countries on Black Friday were China (up 38% from 2014), Canada (up 3%), and the UK (up 37%). Cyber Monday saw overall international orders increase 78% from 2014, with the largest increases from China (up 34%) and Korea (up 114%). Mobile sales as a percentage of total sales increased significantly year-over-year across many countries. Efforts to engage international consumers throughout the year helped drive strong sales over the Black Friday and Cyber Monday weekends.

1. What We Learned From Black Friday
& Cyber Monday
Mike Griffin
Pitney Bowes
Vice President, Partnership Development, Consumer
and Merchant Services

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3. The U.S. & U.K. Company We Keep
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territories
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customers
200+
70+currencies including

4. Black Friday and Cyber Monday for International Consumers
Both shopping holidays are very real for international consumers.

5. Top Three Countries ordering from U.S. retailers on Black Friday 2015
China
38% increase over 2014
1
Canada
3% increase over 2014
2
U.K.
37% increase over 2014
3

6. Orders placed with U.S. retailers on Cyber Monday 2015
increase over 2014
78%
Orders placed by
Chinese consumers
increase over 2014
34%
Orders placed by
Korean consumers
increase over 2014
114%
Orders placed by
Taiwanese consumers

7. Additional notes from Cyber Weekend
7
• Black Friday still significantly bigger than Cyber Monday internationally, in virtually
every country
• While trumped by China on Black Friday, Canada remained #1 international market
• Consumers targeted specific products.
• Average order values (AOV) down 10% while avg. unit retail (AUR) held steady.
Thanksgiving Black Friday Weekend Cyber Monday
Checkout Conversion increased dramatically by day

8. Regional “Pop”
8
-
1.00
2.00
3.00
4.00
5.00
6.00
7.00
AFRICA ASIA AUSTRALIA NZ CANADA CENTRAL
AMERICA
EUROPE MIDDLE EAST &
AFRICA
SOUTH AMERICA
IncreaseoverAverageNovemberDay
Black Friday Cyber Monday
The major regions were fairly consistent, with all experiencing a significant Black Friday pop in sales,
less so on Cyber Monday.
Declining Aussie
dollar continues
to be a major
factor

9. -
2.00
4.00
6.00
8.00
10.00
12.00
14.00
CANADA CHINA UNITED
KINGDOM
AUSTRALIA HONG KONG KOREA,
REPUBLIC OF
SAUDI ARABIA JAPAN MEXICO SWITZERLAND
IncreaseoverAverageNovemberDay
Black Friday Cyber Monday
Country “Pop”
9
Very wide range
among retailers:
2% - 75% of intl.
sales from China
Driven primarily by
social media –
majority of sales
from a few key
merchants

10. Black Friday success not limited to bargain brands, retailers
10
-
1.00
2.00
3.00
4.00
5.00
6.00
7.00
8.00
9.00
Mass Brand (High
End)
Retail (High
End)
Brand (Middle) Luxury Flash Retail (Luxury) Retail (Luxury) Retail (High
End)
Retail (Luxury)
IncreaseoverAverageNovemberDay
Black Friday Cyber Monday
Luxury brands participated in Black Friday promotions more than previous years, with very strong
results. It’s not just a mass market play for international consumers.
Luxury and high end retail
brands offered exclusives
over discounts, maintaining
high AOVs.

11. Facts and figures from the big weekend
Pockets of incredible sales exist all over the world for certain retailers but there are
still massive gaps on a country/merchant level in awareness.
• 70% of a mass merchant’s international sales came from China, while only
11% for another
• Korea represented 55% of Cyber Weekend sales for a luxury retailer.
• International consumers have learned to wait … the Black Friday peak gets
steeper each year.
• Despite FX headwinds, double digit YOY increases were common for most
retailers on both Black Friday and Cyber Monday.
• Several historical second tier markets emerged with massive increases in
sales YOY for the weekend
• Russia, Taiwan, Egypt, Israel, Nigeria

12. Key takeaways from the weekend
12
• You can’t go viral if they don’t know who you are.
• Efforts to engage with consumers throughout the year pay big dividends on Cyber Weekend.
• Breakaway sales are very often product/brand specific. Bloggers talk
about products, not merchants.
• Rice Cookers - Korea
• Designer handbag brand – China
• Jewelry – Mexico
• Baby - Russia
• Partnerships remain the best path to international scale.
• Pitney Bowes & Alipay - China
• Recognizing cultural norms is key
• Translated checkout
• Localized Payment & Carrier Options
• Duty/VAT inclusive and omnichannel pricing

13. The continued rise of mobile
13
Overall mobile sales increased 20+% as a percent of all sales, with great
variety on a country basis.
0.00%
2.00%
4.00%
6.00%
8.00%
10.00%
12.00%
14.00%
16.00%
South Korea United
Kingdom
Australia Hong Kong Saudi Arabia China Canada Singapore Israel Mexico
Mobileasa%ofSales
Mobile
Up 50%
YOY

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