sales cycle, an ecommerce solution to improve conversions and reduce cart abandonment, just published an ebook on Black Friday and best strategies to put into practice in 2022. Very comprehensive content that looks at your shopping habits. Consumer purchases during the event, the user journey, the main statistics and trends of the main event.
To provide us with accurate statistics, SaleCycle uses data from 49,433,226 shopping carts created and tracks 409,607,109 online sessions.
Black Friday is a very special event, with a very high traffic peak over a very short period of time.
The 25th (on the eve of Black Friday) and the 26th (on Black Friday) accounted for 18% of all online traffic in the last two weeks of November in 2021. Traffic was 74% on mobile and 26% on desktop .
Going into more detail, traffic peaks at noon. But from eight in the morning there is a strong influx of visitors. There are idiosyncrasies between mobile and desktop: peak hour on mobile is 9pm and 11am on desktop.
Browse giveaway stats
Another KPI studied by SaleCycle: browsing abandonment rate. The latter decreases every day in the week leading up to Black Friday, dropping from 90% to 85.29%.
The e-commerce specialist puts forward two possible hypotheses to explain this number:
- Brands release their deals early and before during the week of Black Friday.
- Internet users prepare in advance by adding products of interest to their cart before leaving the site, and returning to their cart on D-Day for the prospect of purchasing items that offer an attractive discount.
On Black Friday, the abandonment rate was 85.29%, the lowest it was observed. The behavior also varies depending on the time of day: the highest abandonment volume is at noon, and the lowest is recorded at 6 pm. It also depends on the device: 81.13% on desktop, 86.73% on mobile.
Add cart and give away
Cart add stats for the 15 days surrounding the event and drop-off day
The week before and the week after Black Friday, as sessions increase, so does the number of carts created. On desktop, the cart add rate was 14.74% compared to 10.86% on mobile.
On D-day, at noon, the largest number of articles is added to baskets by visitors. Activity is very high from 9am to 9pm, but between 10am and 1pm the average add to cart is highest.
On that day, the add rate was 18.42% on mobile devices, and 13.31% on desktop devices.
Cart abandonment statistics
The average cart abandonment rate for the period from November 19 to December 3 is 79.88%, which is slightly lower than the usual rate of 80.68%.
Here again, there are strong disparities depending on the visitor’s device: 74% abandonment rate on desktop, 81% on mobile.
The evolution of online sales
Black Friday clearly has a strong impact on sales growth, starting in the week leading up to the event. SaleCycle, for example, sees a 62% increase in sales between the Monday before Black Friday and the Friday. An event can generate strong sales opportunities, even several days in advance.
On D-Day, SaleCycle found that, by volume, the largest number of online sales occur at 9pm on mobile, and at 10am on desktop.
SaleCycle then provides a comprehensive analysis of the best-selling items and apparel, along with traffic by industry, added price by industry, and drop rate by industry.
To learn more about these different formats and the strategies to put into practice, you can download the full white paper at the link below.