Back to Blog
Written by
Alexandra Gladchenko
Content Marketing Manager at Gepard
CONTENTS

Results Of Black Friday Problems: Crashes & Sales

7 min read
December 21, 2019

What would it be like, failing with website performance on the most important day in eCommerce? Wooh. Black Friday website crash left numerous shops out of the track this year. Hope these Black Friday sales results insights would help you prepare for Black Friday 2020.

Black Friday origin & definition

Black Friday is a day (in practice, it is a time range between Thanksgiving and Sunday, continued by Cyber Monday deals), with heavy discounts. It is considered a trampoline for the holiday shopping season.

Surprisingly, the Black Friday meaning was coined by the Philadelphia Police to define that hell of traffic (literal traffic on the roads) caused by hungry shoppers.

First, Black Friday had a tint of negativity in it. The day Black Friday got its name, the Dow Jones Industrial Average fell by 23%, which was the largest drop in stock market history so far. So retailers began their battle of putting a positive layer to the Big Sales day.

What Black Friday means for modern brands and retailers

More sales. Modern retailers and brands have come to realize that Black Friday could be not just a one-day deal. Heavy discounts are applied to start at least a day before and last as long all over through a holiday season with the main sales days being Thanksgiving day, Black Friday, Cyber Monday, Green Monday, and Christmas Saturday.

A possibility to win a competitor’s race at a higher speed. It’s a win or lose game, everything’s just accelerated on a holiday sales rush. This is why this season sellers are especially interested in fast product content delivery to a number of eCommerce websites.

Black Friday summary: Sales & Issues, average order size 2019 vs. 2018, and expectations on 2020

Free shipping saves the game, being the biggest reason shoppers (if hesitating) would make a purchase. The absolute leader in 2018 was Amazon. That year the marketplace made free shipping to non-prime customers (with no minimum purchase). Target and Walmart followed the leader, announcing 2-day free shipping. This year Amazon didn’t follow the same practice, though smart customers found a way. Marketplace gives a 30-days trial for a “Prime” option, which should be more than enough to use all the perks of it during big sales days.

The speed of goods delivery plays a significant role to consumers as well. The dropoff annual holiday survey states that customers drop the cart and do not proceed further with a purchase due to slow delivery. Let’s see what the figures say: 67% of buyers have abandoned presents purchase during the Thanksgiving holidays for that reason; which is a 16% increase from 2017. This year Amazon and Walmart were delivering their own brand goods within 24h.

Interesting fact: 40% of logistics firms are expected to provide a two-hour delivery by 2028 (a study by Zebra Technologies).

2018 was also the first day in Black Friday history exceeding a sales point of $2 billion сoming from smartphones (Adobe Analytics). This year mobile shopping accounted for 61% of sales with $2.9 bn, which is 15.8% YOY increase.

National Retail Federation (NRF) estimates 2018. 165.8 million consumers shopped during the 2018 holiday weekend (between Thanksgiving Day and Cyber Monday). 95% of sales were accounted for gifts and other holiday items. Consumers spent as much as $313 on average.

Generally, Black Friday 2018 delivered $6.2 billion in online sales in the US. Compare the results of the previous years in the chart below: Statistics About Black Friday Sales In USA

In contrast, let’s have a look at the figures for Black Friday retail results 2019.

What does National Retail Federation (NRF) say? A record 189.6 million U.S. consumers shopped from Thanksgiving Day through Cyber Monday this year, an increase of 14% over last year’s 165.8 million. The average amount spent saw a 16% YOY increase and accounted for $361.90.

Adobe Analytics: Black Friday online sales 2019 cast a record — sellers managed to make $7.4 billion in the US, which is 19.6% YOY growth.

Statistics About Black Friday Revenue

Source: Adobe.com. Read the whole report here.

NRF’s sales figures analysis through the whole “Holidays Season” (with the biggest shopping days being Thanksgiving day, Black Friday, Cyber Monday, Green Monday, and Christmas Saturday) through November 1 – December 31:

How Much People Spend On Black Friday

What do consumers buy through Black Friday sales 2019?

Apparel (58%), toys (33%), electronics (31%), books/music/movies/video games (28%) and gift cards (27%). Source: nrf.com

Black Friday results are important. Many retailers see Black Friday results as important to their annual performance. For this reason, investors look at Black Friday sales figures as a way to assess the overall state of the entire retail industry. Economists, relying on the Keynesian theory that spending drives economic activity, view high Black Friday figures as a sign of increased growth.

As for Black Friday 2020, it is expected to go even more viral and retailers are to prepare to open a season earlier. Bookmark this page, as we’ll be updating this article with the relevant information on holiday season sales 2020 expectations and useful insights.

Ecommerce vs. brick & mortar stores

Which practice is on top this holiday season sales?

National Retail Federation survey found that 124 million people gave preference to physical stores. Though retailers’ websites exceeded the number with 142.2 million shoppers. There’s still a third option: shop both online and at brick & mortar spots, where we have the figure of 75.7 million. Peculiar thing, consumers spent an average $366.79, which is 25% more than those who shopped in just one: brick & mortar OR online.

Statistics About Black Friday Consumers NumberBottom line: consumers seek flexibility. An ability to provide as many shopping options as possible would give brands and retailers a real CA. Black Friday itself brought 84.2 million shoppers to stores and 93.2 million to websites.

What kind of issues retailers and brands was experiencing this Black Friday?

  1. Website crashes (read more in the next passage).
  2. Inability to satisfy buyer’s demand. Due to the sales starting earlier, some products were sold out before the sales season ended.
  3. Facebook Ads Manager errors, resulting in lower returns on ad spend.

Black Friday loss impacted by website crashes

Can‘t everything just go smoothly on the big sales days? Black Friday issues this year manifested in website crashes. Last year loads of retailers, including J.Crew, Lululemon, Walmart, and Ulta experienced issues with their website. The stores did not put sufficient effort into the site’s framework to handle increased online traffic.

In J.Crew’s case, the company lost 323, 000 shoppers which were about to bring $775,000 in about 5 hours.

Walmart might have lost $9 million in just 150 minutes!

Costco said goodbye to $11 million, with a website going down for more than 16h.

What is more, website issues damaged the company’s reputation. Unsatisfied customers flooded social networks with messages of frustration, promising to shop at their competitors instead. And we all know the pace of news going viral on social media. For such a big company, it would be rather easy to earn the money back, which can’t be said about brand image.

Lululemon shop’s customer tweet:

Comments About Black Friday Websites Crashes

Or can we say that negative PR is still a brand promotion..?

Jokes About Black Friday Website CrashesBlack Friday Crashes Jokes

What’s the reason behind websites crashes? Websites were technically not ready to meet increased traffic and lacked a well-performed cloud testing.

How should a company act in such kind of emergency situations?

First, get your employees ready. Let them be prepared to act accordingly. Create an emergency marketing plan. Get a stable eCommerce platform. In the end, the best you can do is to put your efforts into prevention methods.

General recommendations to be taken to get ready for Black Friday 2020 

So, how could you win a competitive advantage? We have prepared a Black Friday GET READY list for the brands and retailers that wish to be fully armed for Black Friday 2020.

Retailer’s “TO DO’s” based on consumers’ expectations:

  1. FREE DROPSHIPPING and SAME-DAY DELIVERY shopping (might be costly, but it is the 1st promotion option one should consider implementing).
  2. USER-FRIENDLY website/app.
  3. OPTIMIZE MOBILE EXPERIENCE, it rocks, even more, this year (Digital Commerce 360: Black Friday mobile sales has shown > 46% of revenue, whilst supplying 61% of traffic to retail sites.). Plus: 75% consumers do research or make purchases on mobile devices (which is 9% more compared to previous year).
  4. BOPIS (Buy-Online-Pick-in-Store). According to Adobe, consumers are 19% more likely to convert when provided with an opportunity to order online and pick the product in-store.
  5. Be OMNIPRESENT. Here’s why you should go multichannel for Black Friday 2020:

Now it’s hard to distinguish whether shoppers purchase at one or another place, as they might search info on a website with other shoppers’ reviews, scan prices in special apps, do the purchase itself on a retailer’s website or at a marketplace, and pick up an item in-store.

Brands and retailers should put their efforts to be where their customers are. The practice would be smoother when using the right automation tools. Product content push made easier with Gepard Content Syndication.

KEY TAKEAWAYS:

  • Black Friday is a massive kickstart and an ability to earn loads of $ and build a company’s reputation.
  • Get ready to deal with website crashes, build a safe environment with a reliable ecommerce platform.
  • To win the game — go omnichannel, be flexible.

How To Push Data With Gepard Syndicator

 

Written by Alexandra Gladchenko
Content Marketing Manager at Gepard

You May Also Like

Retail Industry Evolution
9 min read
Insights / Trends

History Of Retail Industry: Going In Hand With Technology Development

In this post, let’s take a walk on the past of retail industry, analyze the trends we see today, and try to make guesses about the future.

Read more
How To Deliver Fashion Product Content To Sales Platforms
3 min read
Product Information Management

How To Deliver Product Content In Fashion eCommerce

Fashion trends 2020 bring a need for fashion brands to set an efficient product content delivery and transformation. What are the ways?

Read more
Expert Tips On Black Friday
6 min read
Retail Best Practices

Black Friday 2020: Expert Tips To Rock Your Sales

The coming Black Friday will never be the same, so let's discover Top-5 Mistakes you should avoid this year and Gepard tips to run this sale efficiently.

Read more
Home Improvement DIY Retail
7 min read
Retail Best Practices

Home Improvement Retail Industry. eCommerce Guide For Brands

Home improvement eCommerce: upgrade your marketing strategy and use this advice to efficiently sell goods within the top home improvement retailers.

Read more
How To Create A Successful Amazon SEO Strategy
9 min read
eCommerce Strategy

Amazon SEO Strategy That Boosts The Rankings Fast

How sellers boost the visibility of products by nailing SEO on Amazon? The best Amazon product SEO techniques and tricks (including Buy Box and Amazon Choice).

Read more
Comparison Of Toys Retailers Taxonomy
5 min read
Retail Best Practices

Retailers’ Taxonomy Comparison: Toys Market

Let’s review the differences between the world’s top retailers’ taxonomies on the Toys vertical example.

Read more
How To Manage Amazon Feeds With AFS
3 min read
Retail Best Practices

AFS Amazon Program For Mastering Your Amazon Data Feeds

Learn what is AFS amazon program, how it helps managing product feeds, and how you can benefit on Amazon with data automation.

Read more
Best Practices Of Product Images For eCommerce Websites
4 min read
Retail Best Practices

Product Images: Best Practices 2021

Learn the best practices of using product images and where to find eye-catching eCommerce images.

Read more
Tradeplace Content Service Provider
6 min read
Product Information Management

How To Connect To Tradeplace – A Content Service Provider With Advanced Capabilities

Read about Tradeplace – one of the key content service providers for eCommerce business and learn how to connect to it automatically.

Read more
Top Enterprise eCommerce Platforms And Trends
6 min read
eCommerce Strategy

Enterprise eCommerce Platforms: Trends for 2022

Enterprise eCommerce platforms are the software solutions to manage your large online business and its complex activities. Read about the top 5 eCommerce trends 2022 in this article.

Read more
Gepard Launched A Tradeplace Connector
2 min read
Gepard Updates

Gepard PIM: The Launch Of A Tradeplace Connector

Now retailers can fastly integrate with Tradeplace, receive verified and high-quality product information, adjusted to their data standards and taxonomy.

Read more
How To Integrate With Shopify
6 min read
eCommerce Strategy

Shopify Connector: Seamless eCommerce Integrations For Your Business

Read about Shopify connector, how it works, and how this automation tool can benefit your business.

Read more
Gepard And Luminus Cooperation
2 min read
Gepard Updates

Luminus Chooses Gepard To Enable Data Delivery To EPREL Database

Gepard shall support data exchange to EPREL for the seamless automation of product data flows for Luminus.

Read more
Bintime And Gepard Success Story
2 min read
Success Stories

Bintime & Gepard Founder Reflects On Company’s Success

Read Bintime & Gepard CEO reflections on company's success and learn how to grow your business with product information management.

Read more
Gepard Integration With Shopify
2 min read
Gepard Updates

Gepard PIM Developed A Shopify Connector

Now Shopify store owners can automatically push product data to their webshops.

Read more
What Product Content Drives eCommerce Sales
9 min read
eCommerce Strategy

Expert Roundup: What Kind Of Product Content Drives eCommerce Sales In 2020

15 experts give a piece of advice on how to drive sales using the right product content in 2020.

Read more
How To Improve Product Content Description For SEO
6 min read
Product Information Management

Tactics To Improve Your Product Description SEO

Take these tips and get started to improve your product description SEO.

Read more
What Is GDSN Data Pool
4 min read
Product Information Management

What Is GDSN Data Pool And How Does It Work

Let's find out what is GDSN data pool by GS1, GDSN meaning, standards, functions and why brands & retailers can benefit from it.

Read more
How To Reduce Product Returns With PIM Software
5 min read
Product Information Management

3 Steps To Improve Your Product Content With Returns Data

Returns data allows you to identify common issues that customers experience within your product content. Follow these steps and enrich your content.

Read more
2 min read
CEO Notes

Remote Work Is Not Allowed Working From An Office. The Comma Challenge

My insights on working from home as a CEO of an IT company.

Read more
How to Use Technologies To Build B2B Strategy
5 min read
eCommerce Strategy

How B2B Companies Leverage Technology To Accelerate Sales In B2B

B2B distributor and supplier challenges: how to leverage proper B2B ecommerce software to easily make it your strong point and win B2B tenders.

Read more
What Is Product Content Syndication
6 min read
Product Data Syndication

What Is Product Content Syndication In eCommerce (a.k.a. Product Data Syndication)

Define product content syndication and aggregation. How retailers and brands can benefit from syndication and distribution of product content.

Read more
How Gepard PIM Launched Eprel Connector
2 min read
Gepard Updates

Gepard PIM Has Launched An Eprel Connector

Now energy label manufacturers can automatically register their appliances in the European product database for energy labelling (EPREL).

Read more
How Product Content Can Reduce eCommerce Returns
5 min read
eCommerce Strategy

How To Reduce eCommerce Returns With Rich Product Content

Learn about efficient ways to minimize product returns through product content optimization.

Read more
Content Creation Tools to Enhance Product Page
12 min read
Product Information Management

Enhance Product Detail Page With Top Content Creation Tools

Top tools to quickly enhance your product detail page: from product description to product images.

Read more
Tips For Work From Home During Quarantine
4 min read
Insights / Trends

Global Quarantine: Work From Home Tips During Covid-19

Learn how to work from home and stay productive during coronavirus outbreak.

Read more
How To Implement a Successful D2C Business Model
10 min read
eCommerce Strategy

D2C Business Model: Learn From Top Performing Businesses

Learn about the D2C business model and its benefits in eCommerce, successful D2C strategies and popular direct to consumer trends.

Read more
How To Implement D2C Business Strategy
8 min read
eCommerce Strategy

D2C Strategy For eCommerce: Best Practices Of Direct-To-Consumer Marketing

Read about D2C strategy in eCommerce, its benefits and learn from the best D2C marketing cases in various industries.

Read more
What Is Product Taxonomy In eCommerce
6 min read
Product Information Management

What Is Product Taxonomy

Find out what is product taxonomy, learn about its best practices and why it’s important for eCommerce business.

Read more
Gepard Achievements 2019
4 min read
Insights / Trends

Gepard Achievements 2019: In A Flow With Latest eCommerce Trends

Gepard Product Content Syndication team outlines company's updates and setting goals for 2020, following and setting the latest eCommerce trends.

Read more
Important Features of B2B Store
4 min read
Insights / Trends

11 Features B2B eCommerce Store Should Have

Major features of B2B eCommerce Shops to provide a personalized buyers experience.

Read more
Surprising Facts About eCommerce
3 min read
eCommerce Strategy

5 eCommerce Facts To Leave You Open-Mouthed

Read these five interesting eCommerce facts that will leave you open-mouthed.

Read more
Important Product Information Management Terms
4 min read
Product Information Management

12 Terms To Knock On Product Information Management Doors

Master product content syndication with an explicit guide to basic notions: from defining what is product content, digging deeper to more industry-specific ones.

Read more
How Covid-19 Affected eCommerce
6 min read
eCommerce Strategy

Covid-19 Impact On eCommerce

Home regime during Covid-19 pandemic shifts buying habits. How eCommerce reacts to this? Which business areas will see a demand increase during coronavirus?

Read more
Experts Roundup About Product Content Sharing
4 min read
Product Information Management

Roundup Session: What Is The Best Way Of Sharing Product Content For Both Brands And Retailers?

Roundup Session: What Is The Best Way of Sharing Product Content For Both Brands and Retailers?

Read more
How To Manage Data Sheets Faster
5 min read
Product Information Management

How To Manage Product Data Sheets Six Times Faster

Learn how to organize your product information sheets and manage them faster.

Read more
How To Adopt ETIM Classification
4 min read
Product Information Management

5 Ultimate Reasons Why To Adopt The ETIM Classification

Let's find out what is ETIM Classification and how it can increase your product data management efficiency.

Read more
How To Work With EDI In eCommerce
6 min read
eCommerce Strategy

How To Deal With EDI: eCommerce Specifics

Find out how to deal with electronic data interchange (EDI) for eCommerce. EDI for Walmart as an example works perfectly and this approach is suitable for any business.

Read more
When eCommerce Stores Need PIM
4 min read
Product Information Management

When eCommerce Store Needs PIM: Frequent Usage Scenarios

The evolution of retail is turning PIM into an important aspect of growing online stores. Start looking into such tools today to increase your webshop performance.

Read more
How To Optimize Product Feed
4 min read
eCommerce Strategy

5 Tips On Optimizing Your Product Feed For Increased Profit And Sales

Catch the tips on how to optimize product feed and help your product stand out from the rest.

Read more
How To Get More Conversions With Product Content
5 min read
eCommerce Strategy

How To Get More Conversions Out Of Your Product Content

A detailed guide on how to create a product content strategy that drives sales and find out what challenges might come along the way.

Read more
Signs That You Need Help With Product Data
6 min read
Product Information Management

9 Signs You May Need Help With Product Data

Product data management: how to automate work and eliminate 9 typical problems in work with product content?

Read more
What Your CEO Should Know About PIM
4 min read
Product Information Management

15 Things Your CEO Wants You To Know About Product Information Management

A comprehensive guide answering the most frequently asked questions about product information management.

Read more
How To Calculate PIM ROI
6 min read
Product Information Management

How To Calculate PIM ROI

A detailed guide on how to determine PIM ROI and get measurable results from implementing a PIM solution in your business.

Read more
What Is Gepard PIM System
6 min read
Product Information Management

Gepard PIM: What’s Hidden Inside?

How Gepard product information management system is different from other solutions? Dive deeper into the Gepard PIM functionalities and explore how it works.

Read more
Roadmap For PIM Implementation
3 min read
Product Information Management

Implementing Product Information Management System: Roadmap To PIM

The detailed roadmap to implementing product information management system. Learn how to set up a PIM from Gepard’s step-by-step guide.

Read more
Pros And Cons Of PIM For Brands
6 min read
Product Information Management

Product Information Management System. Pros & Cons For Brands

In this article, we’ve gathered a list of common pros and cons of PIM solutions to help your team make the right decision for your business.

Read more
PIM Best Practices And Trends
5 min read
Product Information Management

Product Information Management Best Practices: Six Major Trends For 2021

Six Product Information Management trends in 2021 that may help to improve eCommerce strategy and increase operational effectiveness.

Read more
What Is Product Feed Management
6 min read
Product Information Management

What Is Product Feed Management And How It Improves Product Content

Discover what is product feed management, how it can be automated, and how the properly chosen software can help you drive more sales.

Read more
Product Catalog Management Tool For eCommerce
4 min read
Product Information Management

Product Сatalog Management Tool: The Power Of Automation

Learn about product catalog management tool and find out how your business can benefit from automated product data processes.

Read more
Product Information Solutions Comparison
8 min read
Product Information Management

Solutions Comparison: PIM vs DAM vs MDM vs ERP vs PXM

MDM vs ERP vs PIM vs DAM vs PXM in our comprehensive guide and learn how to choose the one that fits your business best.

Read more
What Is Content Service Provider
5 min read
Product Information Management

What Is Content Service Provider (CSP), And How It Helps You To Distribute Product Data?

Learn what is content service provider (CSP), how it works, and how to choose the right one for your business goals.

Read more
EPREL Database Challenges For Manufacturers
5 min read
Product Information Management

Data Entry Into EPREL Database: New Challenge For Manufacturers

Learn how to set up automated data entry into EPREL database.

Read more
How To Manage Amazon Feeds
5 min read
eCommerce Strategy

How To Get Started With Amazon Product Feeds

Amazon feed management and optimization. Amazon product feed example. How to automate the dataflows with Amazon Feed Specifications Program (AFS).

Read more
How To Integrate PIM System
7 min read
Product Information Management

What Is PIM And How To Integrate It? – Gepard

Learn what is PIM and how to integrate product information management software into your business.

Read more
What Is MPN On Sales Platforms
7 min read
eCommerce Strategy

What Is MPN On eBay, Amazon, And Google Shopping

Learn what is MPN on the major online marketplaces, why it’s important to know it and how it can help your business take a lead in the eCommerce world.

Read more
What Is ASIN On Amazon
6 min read
eCommerce Strategy

What Is ASIN On Amazon: Definition, Structure And A User Guide For Businesses

A comprehensive guide for those who want to learn what is ASIN on Amazon, how to get it and use it to the benefit of your business.

Read more
PIM For Efficient Data Processing
4 min read
Product Information Management

Product Information Management Software: Efficient Data Processing

Discover the features of a successful product information management software and learn how the prosperous brands benefit from PIM implementation.

Read more
Checklist For Product Content Syndication Software
6 min read
eCommerce Strategy

Checklist For Retailers’ Product Content Syndication Solution

What is product content syndication? How to choose the right syndication software that automates your content routine?

Read more
How To Build A Successful Omnichannel Strategy
6 min read
eCommerce Strategy

Building A Successful Omnichannel Strategy

Learn how omnichannel product information management can boost your business, increase sales and deliver an excellent customer experience.

Read more
101 Guide To PIM
5 min read
Product Information Management

Product Information Management eCommerce 101

A detailed guide on the PIM system: its implementation, the main features of a successful product information management software, and its benefits for your business.

Read more
How To Develop Product Taxonomy
7 min read
Product Data Syndication

Product Taxonomy Definition And 7 Steps To Develop It In An Understandable Way

Find out product taxonomy definition and learn why it is important for eCommerce, how to cope with challenges along the way and how to develop a product hierarchy that brings more sales.

Read more
How To Write Product Descriptions
3 min read
eCommerce Strategy

How To Write Product Descriptions For eCommerce

Get a template for product description. Learn where to get product content automatically and how to write product descriptions that sell.

Read more

Let’s Get In Touch

Need to contact us? Just use this form

Gepard Privacy Policy
Success