Despite concerns of inflation and a decline in consumer interest during the lead-up to Black Friday and Cyber Monday (BFCM), these top spending occasions did not disappoint in 2023.
As it turned out, Black Friday (Nov. 24) saw a record $9.8 billion in online sales, a 7.5% increase from 2022 (not accounting for inflation), according to Adobe Analytics. For Cyber Monday (Nov. 27), consumers spent $12.4 billion, up 9.6% from 2022.
BFCM sales are also attracting younger shoppers. According to recent consumer research from Jungle Scout, 60% of Gen Z and 55% of Millennial consumers expected to shop on Black Friday, compared to just 30% of Baby Boomers and 36% of Gen Xers. Gen Z consumers are twice as likely to shop on Black Friday than Baby Boomers.
This meant brands and retailers had to go beyond the traditional methods of reaching consumers with this younger audience in mind. Here is a sampling of how some brands and retailers met consumers this year ahead of and during BFCM.
TikTok’s live shopping experience, TikTok Shop, was fully dedicated to Cyber Monday on Nov. 27. It dangled coupons and spotlighted specific brands and product discounts, including Benefit Cosmetics, which showcased and demoed various products and promoted exclusive discounts, such as 30% select products (up to $20) from its live featured video. Viewers could swipe up in the shoppable video to view all Cyber Monday deals or click on specific products from the brand and purchase without leaving the platform.
Kose's Tarte Cosmetics also leveraged TikTok and TikTok Shop by commissioning an influencer to promote its Shape Tape Radiant and Juicy Lip Plump products via a sponsored Black Friday video post. The post directed users to purchase a special two-product bundle via TikTok Shop for at a much cheaper price than Ulta Beauty offered.
Amazon took to its first-ever NFL Black Friday game, exclusively available on Prime Video, to broadcast a slew of deals throughout the Miami Dolphins versus the New York Jets game on Nov. 24. Throughout the livestream, viewers were presented with special deals and limited quantity product drops from brands including LEGO, TCL technology, Dyson and Nintendo. The deals appeared on screen and directed to the website to purchase, during each quarter of the game as well as before kickoff and after the game ended.
Amazon also promoted its Cyber Monday deals via an advertisement on its Firestick TV devices home screens. The video ads depicted a QR code linking to its dedicated hub within its website/mobile app.
Nanit, smart parenting technology manufacturer, leveraged the timing of BFCM to debut a product collaboration with singer (and mother) Meghan Trainor, dubbed the “I Am Your Mother Bundle,” a play on the name of Trainor’s song “Mother.” The product bundle was curated by Trainor and launched on Nov. 20, comprising five items from Nanit and its marketplace of like-minded brands, such as a Solly baby wrap carrier and Nanit’s sound and light machine. Nanit promoted the new product launch alongside an exclusive BFCM deal for 30% off its entire website from Nov. 19-27.
Ornua Foods Kerrygold ran sponsored Instagram Story ad linking to Jewel-Osco’s retailer shop within Instacart. The ad ran during the lead up to Thanksgiving and communicated a “May your table always be full” message. The “Shop Now” function led to Kerrygold product results via the Jewel shop.
Chicago cannabis retailer 33 Dispensary ran a “Green Wednesday” Black Friday sales event on Nov. 23 and Nov. 25, dangling a slew of deals on brands and products, such as $5 off Good News pens and 25% off Ozone joints, flower and disposable pens. 33 promoted the event via its website, social media and email, suggesting users “Celebrate Danksgiving the right way.”
