Retailers in apparel, jewelry and beauty saw an increase in average order values of between 5% – 20% this Black Friday, despite offering steep discounts, according to new insights from Bluecore. The retail marketing technology company reports that 54% of Black Friday 2019 purchases were made by first time-buyers and predicts that 22% of these new customers will become repeat buyers within 108 days. The complete report is available here.
Bluecore’s platform manages personalized digital campaigns for more than 400 retail brands, including Staples, Express, and TomboyX, representing a cumulative product set rivaled only by Amazon. These brands rely on Bluecore to create and deliver individualized communications to their more than 500 million unique customers, based on customer’s specific behaviors and product interactions.
For the second year in a row, Bluecore looked at shoppers’ real-time and historical Black Friday buying patterns and product interactions (including purchases) across 158 retail brands in multiple retail categories: Apparel (51), Footwear (22), Home (15), Technology (7), Beauty (13), Jewelry (7) and Other (43).
The resulting data offers insights into how Black Friday 2019 stacked up to Black Friday 2018, as well as to a typical day. It also looks at the past year to predict what retailers can expect from new 2019 Black Friday customers in 2020.
Detailed Black Friday 2019 findings from Bluecore include:
“It is extremely expensive for ecommerce retailers to acquire new customers, so shopping holidays like Black Friday, where we’re seeing an average of 54% of purchases from new customers, are critical to next year’s growth,” said Fayez Mohamood, CEO of Bluecore “Even more important than first-time buyer numbers is the number of new shoppers that become repeat buyers over time. Brands can influence second-time purchases by engaging these new customers immediately with relevant digital communications. Those that do can expect to see nearly a quarter (22%) of new customers become repeat shoppers in 2020–in response to lesser or no discounts.”
