Digital Marketing

The power of digital Black Friday shoppers is officially a force to be reckoned with.   Of the 135.9 million U.S.-based consumers that shopped or plan to shop over the entire 2016 Black Friday Week, 57% shopped online. Almost four out of every 10 digital shoppers (37%) used a mobile device (such as a smart phone or tablet). Besides being an increase of seven percentage points, this customer segment is quickly approaching the number of desktop and laptop shoppers.  

Confession:  I’ve long been a self-proclaimed anti-Black Friday shopper. But when Target’s “Early Access Black Friday” email hit my inbox first thing Wednesday morning, Nov. 23, I went over to the dark side.  

  The Fung Global Retail & Technology team visited 35 stores throughout the Greater New York City area and Las Vegas on Black Friday for a first-hand view on traffic and sales.  Here are their top five takeaways from their store visits:  Cyber Monday Starts Early for Walmart:  Walmart kicked off its Cyber Monday deals at 12:01am EST on Friday for the first time ever, as it aims to grab customers ahead of its competitors. Last year, the company posted its Cyber Monday deals on the Sunday evening following Thanksgiving.

In a new post on Target's A Bullseye View blog, Target CIO Mike McNamara explains the reasoning behind the retailer's decision to offer an extensive Cyber Monday promotion: 15% off site-wide and store-wide from Nov. 27 to Nov. 28.   McNamara says the retailer's move to combine stores and online for a more seamless holiday shopping experience marks a new chapter in Cyber Monday history.  

Average spending per person over Thanksgiving weekend totaled $289.19, down from $299.60 last year, according to a survey conducted by National Retail Federation.  

The rapid evolution of e-commerce has created a consistent channel for retailers and brands, giving brick-and-mortar stores a run for their money. Still, many vendors have yet to create engaging, timely experiences throughout the buyer’s journey.  

To help its shoppers get in the holiday shopping spirit, Express is launching exclusive holiday Snapchat filters. To celebrate the biggest shopping day of the year, Express will roll out a series of five Black Friday and holiday-themed national Snapchat filters throughout the day on Black Friday, Nov. 25. The Express-sponsored filters include "It Runs in the Fam," "But First Coffee," "Black Friday Beast Mode," "Leftovers are Lit," and "The Party Starts Now.”

To help its shoppers get in the holiday shopping spirit, Express is launching exclusive holiday Snapchat filters.   To celebrate the biggest shopping day of the year, Express will roll out a series of five Black Friday and holiday-themed national Snapchat filters throughout the day on Black Friday, Nov. 25. The Express-sponsored filters include "It Runs in the Fam," "But First Coffee," "Black Friday Beast Mode," "Leftovers are Lit," and "The Party Starts Now.”  

With the Black Friday weekend nearly here, there are clear winners when it comes to social media engagement.   At the head of the class is Sephora, with 2.4 million consumer interactions (reactions, comments, shares, retweets, favorites) across Facebook, Twitter and Instagram. Sephora’s top status is being driven by its success on Instagram, a site that reveals high consumer enthusiasm for the retailer’s offerings of makeup box sets and key brands, such as Bite Beauty and Urban Decay, as well as its own collection.

In October of this year, Periscope By McKinsey conducted online research of more than 1,000 consumers in the U.S. to understand their attitudes towards Black Friday and expected shopping patterns.