Blog
Nov 25 2024
Black Week Insights 2024
Black Week is here! We're analysing our e-commerce data daily to bring you fresh shopping insights to explore.
Monday 25.11: Average order value across markets, EUR
In which country are consumers spending the most per order? On Monday, we analysed all our e-commerce programs across markets so far in November to see what the AOV in each market was. The breakdown by market is shared below.
When comparing November's AOV to each market's yearly average, the shopping patterns seem to vary. Denmark, Finland, France, Italy, Poland, Spain, Switzerland, and the UK have lower AOVs in November compared to the yearly average in each market. This may reflect that consumers are waiting for upcoming sales later this week.
Meanwhile, in Germany, the Netherlands, Norway, and Sweden, higher AOVs can suggest that early sales encourage consumers to make larger purchases sooner.
Tuesday 26.11: When during the day do people shop?
On Tuesday, we looked into what time of the day the busiest shopping hours are. The below graph shows sales volume by hour on Monday, the first day of Black Week. The data reveals that there's a gradual increase throughout the day, with a notable peak during the evening hours.
Brands can take advantage by scheduling campaigns, flash sales, or email reminders a few hours before the peak to boost sales and engagement.
Wednesday 27.11: Which device do we prefer for shopping?
On Wednesday, we reviewed device data from Tuesday, the second day of Black Week. Are we only shopping on our smartphones, or is desktop still alive? The results can be seen in the below graph that shows the hourly distribution of conversions between device types.
Desktop activity remains consistent throughout the day, while mobile sees a notable peak in the evening.
While 68% of Tuesday’s conversions came from mobile, the significant share of desktop conversions shows that shoppers still rely on desktops for certain purposes.
An optimised site for both mobile and desktop is essential, but aligning strategies with consumer behaviours across devices and peak times can make all the difference.
Thursday 28.11: Counting down to Black Friday with Omniarch
On Thursday, we've shared the fourth and final video from our Black Friday countdown series. This time, we caught up with Pelle Pettersson, Founder of the digital media agency Omniarch, to hear his Black Week advice and insights from an agency perspective.
How can brands and partners stand out during Black Friday when everyone’s offering great deals? Pelle emphasises the importance of standing out, delivering real value to consumers, and learning from others in the industry. Watch the video here to hear his tips.
Friday 29.11: How fast do we shop during Black Week?
We’ve analysed our data to see if Black Week speeds up our online shopping habits compared to regular periods.
The graph shows the median time from click to order during Black Week and the full month of September, broken down by device.
The data shows that iPhone users shop faster during Black Week, while PC, Android, and Mac users browse longer. Mac and Android users are the quickest shoppers overall, both before and during Black Week.
Since most sales come from iPhone, the overall median drops from 12 minutes in September to 10 minutes during Black Week – confirming that we do indeed shop faster during Black Week.
Monday 02.12: Sales volume during Black Week
Black Week is coming to an end, and we’ve had a look at our e-commerce data to see how sales volumes distribute from Monday to Sunday. How big is Black Friday compared to the other days of the week?
The graph below shows the sales volume by day throughout Black Week.
Not surprisingly, Black Friday remains the largest sales day during Black Week, contributing about 28% of the week's sales volume Monday to Sunday.
Similar to previous years, Sunday is the second-largest sales day, reflecting a consistent trend of increased weekend shopping activity after Black Friday.