15TH DECEMBER 2021
Black Friday 2021: How did it go?

Key data and trends on the Black Friday in Italy.

Storeis

We analyzed what happened during the last Black Friday in our domestic market, i.e. Italy.

Here are the main insights we collected:

  • According to Statista*, the categories of greatest interest for purchases during Black Friday were Clothing and Accessories (55%) and Consumer Electronics (50%)
  • Sustainability and brand accessibility were the main purchasing drivers
  • At the top of the ranking of the most visited fashion e-stores by Italians we find two marketplaces (Zalando and Shein) and a monobrand store (Nike)
  • In terms of discounts, in fashion – as expected – marketplaces gave the most generous promotions, with discounts of up to -80%, while the fast fashion proprietary brands and sports were more conservative (on average -30%)

Below is a detailed table by micro-category:

HOW DID THE PURCHASE BEHAVIOR CHANGE IN NOVEMBER?

To answer, we analyzed the impact of Black Friday 2021 on an aggregate cluster of brand partners, heterogeneous by sector and type.

The methodology

We selected the main KPIs to monitor and observed the change during the month of November.

We monitored:

  • sessions
  • transactions
  • revenue 
  • conversion rate (CR)
  • product detail view
  • product add to cart
  • checkout

During the Black Friday Week, compared to the trends of the previous weeks, all the indicators have increased significantly:

+60% views on the product page
+87% products added to the cart
+166% product checkout

Similarly, traffic, sales and conversion rate were also accelerated in the Black Friday Week:

  • sessions grew by +59%
  • the CR increased by more than half
  • transaction revenue reached +78%

Black Friday is therefore confirmed to be the time of the year where most of the sales are concentrated.

FOCUS ON THE FASHION INDUSTRY

We wanted to carry out the same analysis on a specific cluster of customers in the Fashion sector to see whether the KPIs were in line or not with the trends of the aggregate segment (overall).

In this case, the Black Friday phenomenon turned out to be even more relevant:

  • the trend respects the overall, but with more marked increases in terms of product views, add to the cart (+165%) and product checkout (+139%)
  • in terms of traffic and revenues, the increase in the Conversion Rate is steep and reaches approximately +80%

In the Fashion industry the impact of Black Friday was therefore greater and the trend remains positive even when comparing the first eleven months of 2021 with those of 2020.

…How did your Black Friday 2021 go?

Tell us your experience and let us know if you enjoyed this ecommerce tip 😊

 

*Statista 2021

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