Adobe Digital Insights Director, Tamara Gaffney, breaks down Cyber 5 (Black Friday - Cyber Monday) ecommerce performance, offering operators a data-rich look at holiday shopping trends. This episode provides a valuable benchmark for your own holiday season performance and planning, straight from Adobe Analytics data representing 5,000+ companies.
Key takeaways
Mobile sales drove significant growth, representing a third of all sales and over half of all traffic during Cyber 5.
Black Friday is shifting from a single day to a multi-day event, with sales starting earlier and continuing throughout the weekend, indicating a need for sustained promotional strategies.
Cyber Monday remains the largest online shopping day, but its lead is diminishing as other days gain traction. Optimize your efforts for prolonged engagement rather than a single peak.
Out-of-stock messages increased significantly compared to 2016, highlighting the importance of robust inventory management and supply chain visibility during peak seasons.
Retailers saw stronger conversion rates on desktop, but mobile accounted for the majority of traffic. Focus on optimizing the mobile experience to convert more browsing into purchases.
Tamara Gaffney is the Director of the Strategic Insights Engagement Group at Adobe. Tamera joins us to discuss the holiday e-commerce results from Black Friday through Cyber Monday (Cyber 5). Tamera has access to anonymous, and aggregated data from more than 5,000 companies worldwide that use the Adobe Digital Marketing Cloud (including Adobe Analytics formerly known as Omniture), which represents one of the largest samples of the overall e-commerce industry available. Her team publishes useful insights based on that data throughout the year. Adobe 2017 Holiday Forecast and Realtime Holiday Dashboard Adobe Digital Insights Adobe Digital Price Index Long time listeners will remember that Tamara first appeared on Episode 60 with Holiday Predictions for 2016. Don't forget to like our facebook page, and if you enjoyed this episode please write us a review on itunes. Episode 107 of the Jason & Scot show was recorded on Thursday November 30, 201
What does this episode say about analytics & attribution?
Mobile sales drove significant growth, representing a third of all sales and over half of all traffic during Cyber 5.
What does this episode say about retail & omnichannel?
Black Friday is shifting from a single day to a multi-day event, with sales starting earlier and continuing throughout the weekend, indicating a need for sustained promotional strategies.
What does this episode say about supply chain & operations?
Cyber Monday remains the largest online shopping day, but its lead is diminishing as other days gain traction. Optimize your efforts for prolonged engagement rather than a single peak.
What does this episode say about analytics & attribution?
Out-of-stock messages increased significantly compared to 2016, highlighting the importance of robust inventory management and supply chain visibility during peak seasons.
What does this episode say about analytics & attribution?
Retailers saw stronger conversion rates on desktop, but mobile accounted for the majority of traffic. Focus on optimizing the mobile experience to convert more browsing into purchases.
