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BizReport : Ecommerce archives : November 23, 2011
How deals and social networks are impacting Black Friday
Online merchants are taking Black Friday and Cyber Monday advertising to a new level this year. Although 'shoppers' have been leaked for years, there are now websites dedicated to unmasking the best Black Friday deals and some merchants aren't shy about sharing their deal news early - and direct to the customer.
According to Responsys, email levels are already approaching Black Friday levels; research director Chad White reports top online retailers increased their rate of promotional email sending 8% (week ending November 11) and 17% Year over Year; most (69%) are sending these messages on Friday. In 2010 Responsys found Thanksgiving Day email send increase 45% over 2009 levels; that increase helped push online Thanksgiving Day sales 28%.
Daily deals, in particular, are expected to have a high showing through this weekend and, in fact, throughout the holiday season.
"One of the biggest trends I am seeing is that deal companies are allowing their deals to run for longer periods of time," said Matthew Moskowitz, Marketing and Public Relations Director, 8Coupons. "You used to only be able to purchase a deal for 24 hours, now you have a week or longer."
Another trend? The 'experience' deal - like a wine tasting or museum outing - rather than a percentage off deal. And expect social networks to play a bigger part in distributing these deals, simply because both merchants and shoppers are sharing the information with friends.
"People buy things that are recommended to them by their friends," said Henry Kim, Co-Founder and President, sneekpeeq. "Retailers can. . .better integrate social into their holiday plans by using the social tools that are available the right way. Social isn't about putting a shopping tab on a Facebook page. [Merchants should] 'lead' with the social tools - sharing, suggesting, etc. - that translate well into shopping and let Facebook and social media consumers shop naturally."
To that end, Payvment is launching their Black Friday deals section, an aggregation of daily deals information, and offering it through their Shopping Mall on Facebook. The integration will allow social shoppers to search for and share deals or make purchases without leaving Facebook. According to Payvment numbers, shopper traffic has increased 30% since November 1 and social discussion/sharing has increased 25%.
"[We're] helping the boutique sellers by aggregating and promoting their deals for consumers all in one place on Facebook," said Christian Taylor, co-founder and CEO, Payvment. "Consumers are starting to think of Facebook as a holiday shopping destination, and we hope to encourage that behavior by making it incredibly easy to find unique gifts and great deals from a large number of sellers."
The Black Friday deals section launches as 12:01 AM ET Friday, November 25.
Tags: 2011 holiday shopping, 8Coupons, Black Friday, ecommerce, ecommerce trends, Responsys, sneekpeeq, social commerce, social marketing
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