Future Commerce · with Kiri Masters · December 3, 2021 · 31 min
Summary
This episode analyzes the Black Friday/Cyber Monday (BFCM) 2021 performance across major platforms like Shopify, Amazon, and through Salesforce and Klaviyo data. It highlights a divergence in retail performance, with smaller Shopify brands seeing growth while larger enterprises and Amazon brands experienced a plateau or decline. The episode emphasizes the evolving nature of holiday shopping and the increasing importance of owned marketing channels and evergreen content over aggressive discounting.
Key takeaways
Shopify's platform saw significant growth in BFCM 2021, transacting $2.9 billion, indicating continued strength for smaller and DTC brands.
Amazon brands experienced muted sales growth during BFCM 2021, suggesting a shift in consumer behavior away from traditional discount-driven shopping on marketplaces.
Owned marketing channels, particularly email and SMS, demonstrated superior performance with evergreen content outperforming BFCM-specific promotions, driving customer retention and repeat purchases.
Online spend and advertising impressions were down for BFCM 2021 compared to previous years, indicating that brands may be relying more on existing customer relationships and organic reach.
The average discount during Cyber Week 2021 was down 8% year-over-year to 26%, while prices were up 11% in the US, suggesting a changing consumer expectation regarding discount depth during peak sales periods.
What does this episode say about shopify & ecommerce platforms?
Shopify's platform saw significant growth in BFCM 2021, transacting $2.9 billion, indicating continued strength for smaller and DTC brands.
What does this episode say about dtc strategy?
Amazon brands experienced muted sales growth during BFCM 2021, suggesting a shift in consumer behavior away from traditional discount-driven shopping on marketplaces.
What does this episode say about amazon & marketplaces?
Owned marketing channels, particularly email and SMS, demonstrated superior performance with evergreen content outperforming BFCM-specific promotions, driving customer retention and repeat purchases.
What does this episode say about email & sms?
Online spend and advertising impressions were down for BFCM 2021 compared to previous years, indicating that brands may be relying more on existing customer relationships and organic reach.
What does this episode say about shopify & ecommerce platforms?
The average discount during Cyber Week 2021 was down 8% year-over-year to 26%, while prices were up 11% in the US, suggesting a changing consumer expectation regarding discount depth during peak sales periods.
