13 Dec 2018  |  Guide

The key data trends of Black Friday and Cyber Monday

2 minute read

The seasonal “stress test” is finally over: Black Friday and Cyber Monday are behind us! We’ve had some time to recover and crunch the numbers, so here’s a look at the trends that software businesses saw over the holiday weekend!

You may be coming to this article with a few questions: is Black Friday and Cyber Monday still relevant? How did customer purchasing habits and behaviors change this year? Are people shopping online for our products instead of having breakfast or being sociable at lunch? Let’s take a look at our in-depth analysis to find out more.

The “Black Friday Period” kicked off earlier this year

Just as Christmas seems to be getting earlier and earlier every year, it looks as if both sellers and shoppers are jumping the gun on Black Friday deals.

By the Wednesday before Black Friday, we were already seeing sellers launching their deals, and customers looking to buy - with sales almost 25% up on Wednesday and 50% up on Thursday.

It was interesting to see how many sellers kept their deals running into the week and seeing their high sales volumes continue. This continuation of the sale is a new trend in comparison with what we saw last year, where “Black Friday buying” was limited to the weekend (Friday to Monday).

The “Black Friday Period” is now becoming a week-long sales holiday, as opposed to a single day in November.

Cyber Monday is as big a deal as Black Friday for Software Sales

Many software sellers focus all of their marketing efforts on Black Friday, leaving limited promotions for Cyber Monday. Over recent years, we’ve seen Cyber Monday become as big a sales day as Black Friday, with sellers typically doubling their average daily sales or more, and 2018 once again confirms this trend.

Black Friday/Cyber Monday sales split:

Over twice as many shoppers chose to use Apple Pay over Black Friday Weekend to purchase software online than in that previous week. We saw the percentage of sales using Apple Pay as a payment method increase by 129% on Black Friday when compared to the previous week’s average.

People buy software throughout the day over Black Friday

When buying software, customers are more likely to purchase during the day. This behavior is consistent for both European and North American purchases, with purchases generally peaking around lunchtime.

Now that we have a clearer view of this year’s Cyber Week, we can use these learnings when planning for Black Friday next year. When you prepare for Black Friday 2019, remember these four points:

  • Start your sale earlier to beat the rush
  • Use Cyber Monday to your advantage and create a second wind of sales
  • Make sure your payment platform supports Apple Pay, or you’ll miss out on sales
  • Time your Black Friday communications to coincide with your customer’s purchasing habits

At least one thing is certain: Black Friday is not going anywhere.

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