{"id":18806,"date":"2021-11-29T15:55:33","date_gmt":"2021-11-29T14:55:33","guid":{"rendered":"https:\/\/trilogi.com\/blog\/black-friday-2021-study-higher-spending-per-customer-and-a-slight-rise-in\/"},"modified":"2021-11-29T15:55:33","modified_gmt":"2021-11-29T14:55:33","slug":"black-friday-2021-study-higher-spending-per-customer-and-a-slight-rise-in","status":"publish","type":"post","link":"https:\/\/trilogi.com\/blog\/en\/black-friday-2021-study-higher-spending-per-customer-and-a-slight-rise-in\/","title":{"rendered":"Black Friday 2021 study: higher spending per customer and a slight rise in revenue"},"content":{"rendered":"

Spending per customer rose 18% and revenue grew 5% compared with the previous year: that\u2019s the conclusion after analyzing Black Friday data from 200 online stores built on the LogiCommerce platform<\/h2>\n

Black Friday has just ended, and it\u2019s time to draw conclusions and interpret the data it has left us. For some days we\u2019d been seeing studies suggesting that consumers\u2019 savings rate would be higher, and that the supposed supply shortages and possible price increases could make them more price-sensitive and encourage them to buy with deals and good prices. Given this situation, and after an unusual year, there were many unknowns. How did online consumers behave this year? Did they buy more or less than last year? Did the stronger presence of physical stores affect online sales during Black Friday?<\/p>\n

At Trilogi we\u2019ve analyzed the most relevant data from 200 online stores using the<\/strong> eCommerce platform LogiCommerce<\/a><\/strong> during Black Friday week 2021 (November 22 to 28), compared with the same Black Friday period the previous year. Don\u2019t miss the data!<\/p>\n

Higher spending and a larger average basket on Black Friday<\/h3>\n

This Black Friday, the average basket grew 18% compared with the previous year (from an average of \u20ac128 per buyer to \u20ac151), which means that even with 12% fewer buyers, 2020 revenue was exceeded by 5%.
\nThe rise of buy-now-pay-later platforms, a greater focus on user experience and investment in marketing automation tools<\/em><\/a>, together with consumers\u2019 higher savings rate, have driven this revenue increase.<\/p>\n

The average basket went from \u20ac128 to \u20ac151.<\/p><\/blockquote>\n

The full return of physical stores hasn\u2019t weakened online sales on Black Friday<\/h3>\n

Although this year in-store sales were already strong during the Black Friday period, there was no drop in online commerce; quite the opposite. Traffic held steady compared with the previous year, with even a 2% increase in visits to online stores during \u2018Black Friday\u2019 week.<\/p>\n

Traffic held at the same level as the previous year, despite the full return of physical stores.<\/p><\/blockquote>\n

As we noted in our post on omnichannel as the post-pandemic future of eCommerce<\/a>, by applying an omnichannel strategy, in most cases customers have been able to enjoy a rewarding shopping experience across all of a store\u2019s channels, whether finding the store through an ad or a Google search, asking about products via WhatsApp Business, or reserving a product online and picking it up in store, among many other options.<\/p>\n

Fewer purchases from new customers on Black Friday<\/h3>\n

Last year saw a clear increase in purchases from first-time customers, but this Black Friday that trend slowed, with a 14% drop in new registrations during the period. The data shows how important repeat customers are for online sales, even more so at a time of year when people are bombarded with messages and product knowledge or a previous shopping experience become key.<\/p>\n

New customer registrations at checkout fell 14% during Black Friday.<\/p><\/blockquote>\n

Electronics and furniture: the fastest-growing sectors on Black Friday compared with 2020<\/h3>\n

Electronics revenue rose 12% compared with the previous year, while furniture and home d\u00e9cor grew 22%. These two sectors saw the strongest revenue growth when comparing this year\u2019s Black Friday period with the same period last year.<\/p>\n

Furniture and home d\u00e9cor revenue grew 22%, and electronics 12%.<\/p><\/blockquote>\n

Fashion, footwear and accessories: the sector that has grown most on Black Friday compared with pre-pandemic levels<\/h3>\n

If we compare Black Friday 2019 figures with this year\u2019s, we can conclude that fashion, footwear and accessories is the sector that has grown most since the pandemic. In revenue terms, it improved on its 2019 figures by 50%. This clearly shows a sector that is increasingly jumping on the discount bandwagon. Black Friday is no longer a period dominated by technology, electronics and computer stores over other sectors.<\/p>\n

Fashion, footwear and accessories revenue is up 50% compared with pre-pandemic Black Friday.<\/p><\/blockquote>\n

In short, Black Friday is growing stronger year after year, and few businesses now choose not to energize their store with attractive deals and promotions for customers at this time of year.<\/p>\n","protected":false},"excerpt":{"rendered":"

Spending per customer rose 18% and revenue grew 5% compared with the previous year: that\u2019s the conclusion after analyzing Black Friday data from 200 online stores built on the LogiCommerce platform Black Friday has just ended, and it\u2019s time to draw conclusions and interpret the data it has left us. For some days we\u2019d been […]<\/p>\n","protected":false},"author":2,"featured_media":14966,"comment_status":"open","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[2505],"tags":[],"class_list":["post-18806","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-trilogi-news"],"yoast_head":"\nBlack Friday 2021 study: higher spending per customer and a slight rise in revenue | Blog Trilogi \u2013 The Digital Agency<\/title>\n<meta name=\"description\" content=\"Spending per customer is up 18% and revenue up 5% compared with the previous Black Friday. 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