Black Friday is the time for bargain hunters to make their move and a high day for businesses as there is a big spike in sales. But there is more. In fact, Black Friday plays a role in companies' broader marketing strategy and can contribute to sustainable long-term growth. This analysis shows how Black Friday campaigns fit into the big picture of ongoing marketing efforts. In doing so, it is important not to be too quick to attribute the results to just Black Friday, as that is only one link in the larger strategy.
Methodology
To discover what the impact of Black Friday really is, we looked at how sales and transactions evolved in periods of 3, 6 and 9 months before and after Black Friday campaigns at different clients. This allowed us to measure the long-term effect of Black Friday, while also taking into account all the other marketing activities that run throughout the year.
What are our key findings?
Revenue growth
The numbers show nice sales growth after Black Friday, but it is clear that year-round marketing efforts also play a significant role in this. On average, customers saw after Black Friday:
- 9.83% sales growth in the first 3 months
- 12.00% growth after 6 months
- 28.34% growth after 9 months
The timing of this growth coincides with Black Friday, but the marketing activities before and after the campaign undoubtedly boosted these results. It shows that Black Friday works best as part of a broader, cumulative long-term strategy.
Transaction volume and customer engagement
The number of transactions increased, indicating that Black Friday both brought in new customers and reactivated existing ones. Growth was as follows:
- 9.75% more transactions after 3 months
- 12.91% more after 6 months
- 23.79% more after 9 months
Conclusion
The numbers show that Black Friday campaigns can certainly contribute to long-term growth, but only as part of a broader marketing strategy. While Black Friday provides a hefty sales spike in the short term, it is the combination with consistent online marketing activities throughout the year that ensures continued success. Consider seasonal promotions, awareness campaigns, content marketing and retargeting, all of which impact customer retention and acquisition. By recognizing these nuances, brands can better assess the impact of their Black Friday campaigns and use them as a building block for long-term growth and customer engagement.
Did you miss Black Friday this year or aren't seeing the desired results from your marketing efforts? No worries, at Digitong we are happy to help you with a strong marketing strategy that pays off throughout the year. That way, you won't miss another opportunity to grow your brand! Feel free to take contact with us and let's build your success together!
