Whether you’re ready or not, the holiday rush is just around the corner—and for many, it’s already begun. But before you hit the back button, stick with us for a moment.
At National Positions, we want to share some vital insights and strategies to help you get your brand ready for the busiest shopping season of the year.
What BFCM Consumer Behavior Is Tells Us
Now, this growth could be partially due to rising prices rather than increased purchasing power, but either way, the opportunity for your e-commerce brand is there.
And digging deeper, we see a significant shift in when customers are shopping.
While most holiday shopping typically happens from October to December, recent data from CivicScience shows that 16% of shoppers started buying gifts as early as June.
Yes, you read that right—June!
This early start means that competition for holiday spending is already heating up, and you need to be ready to capture those early-bird shoppers.
Later on, we’ll dive into what to expect from Black Friday and Cyber Monday (BFCM) this year, as well as some of the unique challenges 2024 presents. But first, let’s talk strategy to ensure your brand stands out.
Is Black Friday Weekend Still Worth It?
– In 2021, Black Friday e-commerce sales were up by 5.89%, but Cyber Monday saw a 1.4% drop.
– 2022 showed only a modest 4% growth for the “Cyber 5” period (Thanksgiving through Cyber Monday).
– In 2023, we saw a 7.8% growth, a slight improvement but still far from pre-pandemic growth rates.
So, should you still bank on BFCM? Absolutely! BUT – it’s wise to think beyond just these key dates.
Instead, consider how you can maximize sales across the entire season. A well-rounded strategy will allow you to capture revenue throughout the holiday period, not just during the BFCM frenzy.
Less Time and More Distractions in 2024
This year, BFCM falls from November 29 to December 2—giving shoppers less time to finish their holiday shopping after the big sales weekend.
On top of that, it’s an election year, which means shoppers’ attention could be more scattered than usual. The political climate will likely take up a lot of bandwidth in the media and online, making it harder to get your brand’s message across.
This means you need to be prepared to act quickly, monitor performance closely, and adjust your strategy on the fly to make the most of every opportunity.
Actionable Steps to Get Ahead This Holiday Season
So, what can you do right now to ensure your e-commerce brand is ready to crush it this holiday season? Here are our top tips:
Your past customers are your best bet for early wins. Leverage remarketing campaigns, email, and SMS to bring them back with exclusive deals or early access to holiday sales. This should be an ongoing effort throughout the season to keep your brand top of mind.
While organic traffic is crucial long-term, Q4 is all about speed and impact. Focus on paid channels—like Google Ads, Meta Ads, and TikTok Ads—that allow you to reach your audience quickly and effectively. The goal is to be where your customers are when they’re ready to shop.
Simplify your promotions this year. With less time and more distractions, clear and compelling offers—like 20% off sitewide—can be more effective than complex bundled promotions. Make it easy for your customers to understand the deal and take action.
Make sure you’re using any first-party data you have to improve your targeting on platforms like Google and Meta. This will help you reach the most relevant audiences and maximize your return on ad spend. At National Positions, we help our clients leverage their data to fine-tune campaigns for optimal performance.
Zero Time to Waste!
Wherever you are, whatever you are planning, whichever strategy you are considering – now is the time for action. Here are National Positions we have been preparing for months and we’re already getting our clients ready to put the peddle down and take advantage of all the upcoming season has to offer.
Above and beyond everything we have experts ready to provide you with a complimentary profit analysis specifically geared toward your goals and opportunities for the holiday season.