How independent stores plan for Black Friday-Cyber Monday
Independent retailers see Black Friday-Cyber Monday as a major revenue driver.
According to a survey of independent store retailers conducted by e-commerce platform WooCommerce during summer 2024, 46% of respondents reported that up to 30% of their annual sales volume comes from Black Friday-Cyber Monday (BFCM) and the holiday season.
During BFCM and the holidays: 26% of respondents said they see 30% of their annual sales, and 8% see more than 50% of their annual sales. More than four-in-10 (44%) respondents plan to run a BFCM sale.
Respondents with annual revenues of $250,000 or more were 12% more likely to prepare in advance, and 34% of them prepared one to three months in advance. Two-in-three (66%) respondents experience a lift in sales volume over the October to December holiday shopping season.
Looking at how early respondents prepare for BFCM weekend, the survey found that:
- 26%: One-to-four weeks ahead.
- 27%: One-to-three months ahead.
- 13%: Three-to-six months ahead.
- 4%: Six or more months ahead.
Tactics and marketing
One-in-four (26%) respondents planned to increase inventory as their primary preparation strategy. This was followed by marketing, promotions and website optimization.
Three-in-10 (29%) respondents rated email as the most effective marketing channel during the holiday season, followed by organic (25%), paid (13%), social and search ads (8%) and content marketing (6%).
Two-in-three (67%) respondents sell on multiple channels, including physical storefronts to online marketplaces, with 11% of respondents on Amazon, 8% on Etsy and 6% on eBay.
[READ MORE: Black Friday weekend sets e-commerce records]
Other findings
- Nine-in-10 (91%) respondents used analytics to assess the effectiveness of their campaigns, including Google analytics, the WooCommerce analytics dashboard, and Meteorik.
- One-in-three (34%) respondents plans to switch up their BFCM preparation for this year, including adding new products, making marketing and website changes, and focusing on early sales.
