1、2022 BLACK FRIDAYEcommerce Strategy&Stats Report.Cover graphic by fullvector on Freepik2022 BLACK FRIDAY ECOMMERCE STRATEGY&STATS REPORT2EXECUTIVE SUMMARYONLINE TRAFFICBROWSE ABANDONMENTADD-TO-CART RATESCART ABANDONMENTONLINE SALESSECTOR INSIGHTSKEY FINDINGS FOR ECOMMERCE STRATEGYABOUT&RESOURCES3471

2、01316202425Contents.Executive SummarySaleCycles 2022 Black Friday Ecommerce Strategy&Stats Report has been created using data from 49,433,226 baskets and 409,607,109 online sessions tracked.To keep up,ecommerce businesses must anticipate changes in the market using reliable data insights.Ecommerce b

3、rands can maximise their profits and realise revenue from consumers showing much more intent to purchase on Black Friday.Ecommerce retailers work hard to acquire users and sometimes at a premium cost so its vital to maximise value from the increase in customers during November and turn more browsers

4、 andabandoners into buyers.During Black Friday theres an opportunity for ecommerce brands to capture more value from their inflated online traffic(38%increase compared to pre-November)and recover any browse sessions or carts that might have been abandoned.There is also a major opportunity to collect

5、 customer data and build a sales pipeline to market to these customers over Christmas and New Year.This shows value even after the Black Friday event is over.In this report youll discover market trends that can lead to new business opportunities that may be otherwise overlooked.READ TO LEARN:Consume

6、r online shopping habits before,during and after Black Friday When consumers show intent to purchase and when they actually complete their purchase A holistic view of the user-journey during the Black Friday period The difference between desktop and mobile user-journey Key stats and trends throughou

7、t the Black Friday period*all data has been collected from 19/11/2021-03/12/20212022 BLACK FRIDAY ECOMMERCE STRATEGY&STATS REPORT32022 BLACK FRIDAY ECOMMERCE STRATEGY&STATS REPORT4Online TrafficWEEK BEFORE&WEEK AFTER:Total traffic/device by dateThe 25th(day before Black Friday)and 26th(Black Friday)

8、accounted for 18%of all online traffic throughout the two weeks.TRAFFIC BY DEVICEOverall,online traffic increased 38%from the start of the week to Black Friday and of this traffic,mobile accounted for 74%.74%Mobile26%Desktop19Nov20Nov21Nov22Nov23Nov24Nov25Nov26Nov27Nov28Nov29Nov30Nov01Dec02Dec03Dec2

9、%4%6%8%10%0%2022 BLACK FRIDAY ECOMMERCE STRATEGY&STATS REPORT52022 BLACK FRIDAY ECOMMERCE STRATEGY&STATS REPORT6BLACK FRIDAY EVENT:Total traffic by hour/deviceOn Black Friday the busiest part of the day for online traffic was 12(noon)but online users really began to increase from 8am onwards.0123451

10、5122231%2%3%4%5%6%67891011121314The peak time for online traffic from a mobile device was 9pm however,on desktop it was 11am.DesktopMobile0367891011121314Throughout the day 74%of users preferred to browse on mobile devices.This draws a spotlight on the difference bet

11、ween mobile and desktop browsing behaviour.A key insight that ecommerce brands can use to their advantage.2%4%6%8%0%0%Desktop26%Mobile74%2022 BLACK FRIDAY ECOMMERCE STRATEGY&STATS REPORT7BrowseAbandonment19Nov20Nov21Nov22Nov23Nov24Nov25Nov26Nov27Nov28Nov29Nov30Nov01Dec02Dec03Dec85%86%87%88%89%90%91%

12、Throughout the Black Friday period,the average total browse abandonment rate on mobile is 89%and desktop is 85%.BROWSE ABANDONMENTS BY DEVICE89%Mobile85%DesktopWEEK BEFORE&WEEK AFTER:Browse Abandonment By Date/DeviceThe Browse abandonment rate actually starts to reduce as Black Friday gets closer bu

13、t the overall browse abandonment rate throughout the 2 week period is 88%.Perhaps we can put this down to ecommerce brands kicking off their Black Friday deals early,which could explain why browse abandonment rate reduces over time.2022 BLACK FRIDAY ECOMMERCE STRATEGY&STATS REPORT82022 BLACK FRIDAY

14、ECOMMERCE STRATEGY&STATS REPORT9Sum of BrowseAbandonment by Hour12 noon1,948,3226 pm1,754,6379 am9 pmShoppers who browse a website,looking at different products are showing a clear intent to buy.During Black Friday,12 noon had the highest volume of browse abandonments.However,during the social shopp

15、ing hours of 9am-9pm the lowest sum of browse abandonments was 6pm.BLACK FRIDAY EVENT:Browse Abandonment By Hour/DeviceAnd the browse abandonment rate on Black Friday was 85.29%,which is the lowest browse abandonment rate with the highest amount of traffic.19Nov20Nov21Nov22Nov23Nov24Nov25Nov26Nov27N

16、ov28Nov29Nov30Nov01Dec02Dec03Dec85%86%87%88%89%90%91%The average mobile browse abandonment rate on Black Friday was 86.73%whereas on desktop it was 81.13%.Desktop81.13%Mobile86.73%2022 BLACK FRIDAY ECOMMERCE STRATEGY&STATS REPORT10Add-To-Cart RatesWEEK BEFORE&WEEK AFTER:Total Add-To-Cart By Date/Dev

17、ice As online sessions grow in the lead up to Black Friday so do the amount of carts created.For example,of 107,116,149 desktop sessions the add-to-cart rate was 14.74%.However,of 302,490,960 mobile sessions the add-to-cart rate was 10.86%.19Nov26Nov03DecSum of BasketSum of Sessions5,667,28738,927,1

18、03ADD-TO-CART RATES10.86%Mobile14.74%Desktop2,590,10324,111,704Sum of BasketSum of SessionsSum of BasketSum of Sessions2,152,32721,841,744Of 107,116,149 desktop sessions theadd-to-cart rate was 14.74%.However,of 302,490,960 mobile sessions theadd-to-cart rate was 10.86%.2022 BLACK FRIDAY ECOMMERCE S

19、TRATEGY&STATS REPORT112022 BLACK FRIDAY ECOMMERCE STRATEGY&STATS REPORT12On Black Friday,in total,the most items were added to carts at 12 noon.The majority of consumer activity occurred between 9am and 9pm with a small cluster between 10am and 1pm being the highest add-to-cart average.BLACK FRIDAY

20、EVENT:Total Add-To-Cart By Hour/Device9 am9 pm12 noon2,283,53614.96%10 am-1 pmRecorded the highest add-to-cart averageTotal Add-To-Cartby HourThe average mobile add-to-cart rate on Black Friday was 18.42%and desktop was 13.31%.Desktop13.31%Mobile18.42%2022 BLACK FRIDAY ECOMMERCE STRATEGY&STATS REPOR

21、T13CartAbandonmentWEEK BEFORE&WEEK AFTER:Cart Abandonment By Date/Device The average cart abandonment rate over the Black Friday period was 79.88%which is slightly lower than the average overall ecommerce abandonment rate of 80.68%.19 Nov20 Nov21 Nov22 Nov23 Nov24 Nov25 Nov26 Nov27 Nov28 Nov29 Nov30

22、 Nov01 Dec02 Dec03 Dec2,590,1032,365,7802,661,7323,354,1093,695,4383,635,6934,152,4495,667,2873,696,8373,719,4933,997,7952,936,7222,446,7832,360,6782,152,32781.66%82.16%82.08%81.17%81.68%80.94%80.72%77.74%78.95%77.85%77.23%78.46%78.82%79.35%79.35%Total Baskets Cart Abandonment RateTotal 49,433,226Av

23、g 79.88%2022 BLACK FRIDAY ECOMMERCE STRATEGY&STATS REPORT142022 BLACK FRIDAY ECOMMERCE STRATEGY&STATS REPORT15Mobile accounted for 69%of all abandoned carts with an average cart abandonment rate of 80.60%.Desktop accounted for 31%of all abandoned baskets with an average cart abandonment rate of 74.1

24、3%.BLACK FRIDAY EVENT:Cart Abandonment by Hour/DeviceDesktop31%Mobile69%Desktop74%Mobile81%TOTAL ABANDONED CARTSCART ABANDONMENT RATE2022 BLACK FRIDAY ECOMMERCE STRATEGY&STATS REPORT16Online SalesWEEK BEFORE&WEEK AFTER:Products Sold By Date/Device Its interesting to see the growth in online sales du

25、ring the lead up to Black Friday.Consumers are actively purchasing more than average in the week leading up to Black Friday.For example there is a 62%increase in online sales when we compare Monday to Black Friday.However we do see significant increases in online sales each day leading up to the eve

26、nt.The message to take here is that consumers become increasingly inclined to complete their purchase,meaning Black Friday opportunities start days bvefore the event.19Nov20Nov21Nov22Nov23Nov24Nov25Nov26Nov27Nov28Nov29Nov30Nov01Dec02Dec03Dec0300,000600,000900,0001,200,0001,500,000DesktopMobileTotal

27、Sales1,264,3672022 BLACK FRIDAY ECOMMERCE STRATEGY&STATS REPORT172022 BLACK FRIDAY ECOMMERCE STRATEGY&STATS REPORT18BLACK FRIDAY EVENT:Products Sold By Hour/DeviceMobile accounted for 60%of all online sales during Black Friday,which is a 3%increase from the previous year.The most online sales on mob

28、ile happened at 9pm and on desktop at 10am.MobileDesktop0 1819 20 21 22 23678910111213 14020,00040,00060,00080000100,000Desktop40%Mobile60%ITEMS SOLD BY DATEWithin the clothing category we see t-shirts being the most popular product of choice taking a 24%share of online sales,followed by

29、dresses and then jumpers/sweaters.However if we compare the best of the rest and analyse the start of the week(Monday 19th)to Black Friday we notice hoodies,joggers and cardigans enjoy a significant rise in online sales in comparison to other items.The average percentage increase of items sold is 72

30、%.050,000100,000150,000200,000250,000300,000Online Sales-Black Friday Online Sales-Monday 19th HoodieDressCoatCardiganBodysuitBagJacketJeansJoggerJumper/SweaterLeggingsShortsSkirtT-ShirtTrousers%SalesIncreaseBagBodysuitCardiganCoatDressHoodieJacketJeansJoggerJumper/SweaterLeggingsShortsSkirtT-ShirtT

31、rousers62%72%78%73%63%79%73%71%78%76%69%72%69%70%71%Avg Increase 72%2022 BLACK FRIDAY ECOMMERCE STRATEGY&STATS REPORT192022 BLACK FRIDAY ECOMMERCE STRATEGY&STATS REPORT20Sector InsightsTRAFFIC BY SECTORThe fashion sector has the most traffic with a 58%share.Retail consumers account for 37%with trave

32、l at 5%.We can assume that fashion and retail sectors have much more initiatives for Black Friday,with the travel sector perhaps more inclined to to push January and New Year timeframes.Within each sector mentioned above,it is sports and outdoor that stands out for retail,consumer fashion for fashio

33、n,and airlines in travel.Fashion58%Retail37%Travel5%2022 BLACK FRIDAY ECOMMERCE STRATEGY&STATS REPORT21ADD-TO-CART RATE BY SECTORJewellery enjoys a high add-to-cart rate compared to other sectors.For example,the jewellery sector add-to-cart rate increases 10%from the week before to Black Friday.Othe

34、r sectors that grow heavily throughout the week leading up to Black Friday are cosmetics and baby&child,which increase by 6%and 8%respectively.It is interesting to understand how many ecommerce brands send out discount codes to cart abandoners.There are pros and cons of using this method.AirlineBaby

35、&ChildBooksConsumerConsumer ElectronicsCosmeticsDepartment StoreFashionGardening&DIYHome FurnishingsHotelJewelleryTravelLuxuryOTARetailSport&OutdoorTheme Park19Nov20Nov21Nov22Nov23Nov24Nov25Nov26Nov27Nov28Nov29Nov30Nov01Dec02Dec03Dec2022 BLACK FRIDAY ECOMMERCE STRATEGY&STATS REPORT22CART ABANDONMENT

36、 BY SECTORWhen we compare the Monday before Black Friday to the actual event we get a picture of consumer intent within a range of sectors.For example,books,consumer electronics and cosmetics see a big decline in cart abandonment rate,which suggests consumers are showing major intent within these se

37、ctors.406080100Difference(minus)0.00%5.16%7.55%2.77%10.75%8.75%2.78%5.89%1.85%5.70%-1.44%10.51%3.84%0.68%6.04%7.16%-2.26%2.94%CosmeticsConsumer ElectronicsConsumerBooksBaby&ChildAirlineDepartment StoreFashionGardening&DIYHome FurnishingsHotelJewelleryLuxuryOTARetailSport&OutdoorTheme ParkTravelCart

38、Abandonment Rate-Black Friday Cart Abandonment Rate-Monday 19th 2022 BLACK FRIDAY ECOMMERCE STRATEGY&STATS REPORT232022 BLACK FRIDAY ECOMMERCE STRATEGY&STATS REPORT24Overall traffic increased by 38%between Monday 19th and Black Friday.1Mobile accounted for 74%of online traffic.2Mobile accounted for

39、60%of all online sales.3Overall sales increased by 62%between Monday 19th and Black Friday.4Average Cart Abandonment Rate on Black Friday is 79.88%.5KEY FINDINGS FOREcommerce Strategy2022 BLACK FRIDAY ECOMMERCE STRATEGY&STATS REPORT25About&ResourcesSaleCycles data-driven features help you to increas

40、e conversions,recover sales,drive loyalty,and understand your customers.Weve witnessed 100s of millions of online conversions and user journeys for over 500 ecommerce clients in the last 10 years.Each day we track the behaviour behind more than three million online purchases and abandonments.We know

41、 why people buy.Our solutions include conversion rate optimisation,abandoned sales recovery,customer loyalty and customer insight.We optimise the ecommerce buying funnel with personalised and targeted emails to help you reconnect with shoppers after they have left your site.Our on-site real-time mes

42、sages interact with visitors and help boost conversions while curbing online abandonment.Displayed at key points of a visitors purchase journey,personalised and relevant messages can encourage them to convert.We also use SMS remarketing messages to help customers navigate back to your site and recon

43、nect with their time-sensitive purchasesSolutionsResourcesBlogAuthor.Brad WardSearch&Content Manager at SaleCycle USEFUL RESOURCESSaleCycle has a regular stream of up-to-date content on the blog.Its complete with data reports,whitepapers,guides and best practice tips to help shape your ecommerce strategy.We also offer a range of Case Studies,Ebooks,Lookbooks.