Black Friday & Cyber Monday

Social and Commerce Analysis and Trends

November 2016 UPDATED Nov 29

!!

About This Report. We’re tracking two sets of Black

Friday and Cyber Monday insights:

Social analysis from Salesforce Marketing Cloud Social Studio, including conversation volume, sentiment, demographics and top brands and retailers.

Shopping data from the insights team at the Salesforce Commerce Cloud, including mobile sales and traffic, peak shopping times, free shipping volume, discount rates, and much more.

Schedule

This presentation will be updated as the data rolls in so check back for fresh insight this week.

November 21 - Social insight leading into

the week. November 25 - Commerce and Social

insights.

Report 1:Early Social DataLast 30 Days Of Black Friday / Cyber Monday Conversations

Total Social Post Volume Grows

934 000 Mentions of Black Friday & Cyber Monday in the last 30 days.

Consumer conversations continue to grow year over year.

•30% growth over 2015•Nearly double 2014

2014 2015 20160

100000200000300000400000500000600000700000800000900000

1000000Social Conversations

Social Volume

Consumer Sentiment Stays Positive

78.6 % of posts have positive sentiment in last 30 days.

Consumers like: - The Deals - The Season - Shopping Online

Who’s talking Black Friday in the last 30 days ?

Consistent Over Last 30 Days Largest Group: 25 – 34

Leading Retailers. Amazon is leading the the

pack with their Black Friday Deals Week campaign.

• 15% more mentions than their closest competitor REI again climbs into the

top 5 with their #OptOutside campaign and their decision to close stores on Black Friday.

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5000

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15000

20000

25000

30000Top Retailers

Number of Mentions

eCommerce Leads The Pack

Leading Brands

Products Brands

Number of Mentions

Electronics Lead the Top 5

Huge lead heading into the season for Xbox One and Microsoft. Conversations driven by :

• 15 Years Of Xbox Campaign•#BlackFriday sale promotion Electronics capture 8 out

of the top ten brands mentioned.

•Apparel are the two exceptions

Report 2:Black Friday Social Updates November 25th

Consumer Sentiment Declines Over 5%Before Thanksgiving After Thanksgiving

Sephora Break Into Top 5 Retailers

Sephora’s surprise Black Friday sale pushes brand into top 5 most mentioned retailers.

•First time in top 20. REI pushed out of Top

10 as shoppers focus on shopping.

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20000

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60000

Top Retailers Black Friday 7 AM EST

Top Retailers Black Friday 7 AM EST

Report 2:Black Friday Commerce Trends November 25th

Revenue and Traffic Growth

Shoppers were decisive this Thanksgiving, flocking to digital commerce sites for early season shopping.

On Thanksgiving Day, digital revenue was up 26% over last year.

26%Revenue Growth

22%Traffic Growth

Traffic and Order Share By Device

Shoppers gave conversion rate a slight bump, as rates rose across each device.

As expected, Thanksgiving was highly mobile, with phones accounting for 56% of traffic and 37% of orders.

35%Traffic

51%Orders

9%Traffic

12%Orders

56%Traffic

37%Orders

% of Orders Shipped for Free

Free shipping remains the standard for digital commerce.

83%Free Shipping

Order Discount Rate (Value and YoY change)

Shoppers continue to find discounts on Thanksgiving Day, with discount rate up slightly from last year.

$114Avg. Order Value

25%Avg.

Discount

CyberWeekFlashReportingMetrics,GraphicsandStorylines

Traffic Share by DeviceAs expected, phones ruled each day of Cyber Week in terms of traffic to retail sites. Even Cyber Monday, when many shoppers were back to work or school, mobile loomed large.

Thanksgiving Black Friday Saturday Sunday Cyber Monday

36% 37% 33% 34%

43%

9% 9% 10% 11%8%

55% 54% 57% 56%

49%

Traffic Share by Device

Order Share by Device

Thanksgiving Black Friday Saturday Sunday Cyber Monday

51% 55%52% 53%

62%

12% 12%14% 15%

9%

36%33% 34% 32%

29%

Order Share By Device Mobile share of orders surged 33% YoY during Cyber Week, peaking at 36% of all orders on Thanksgiving Day. Computers’ share of orders over the week fell 9% YoY but remained a significant force, accounting for 55% of all orders. Tablets’ share of orders fell 12% YoY during Cyber Week.

% of Orders Shipped for Free

83%Thanksgiving

Free shipping is a fact of online retail today. If you don’t offer it, shoppers will go elsewhere. The overwhelming majority - 82% - of orders shipped for free during Cyber Week, a slight decrease from the 85% of orders that shipped for free during Cyber Week 2015.

82%Black Friday

77%Saturday

78%Sunday

87%Cyber Monday

Average Order Value and Average Discount

Thanksgiving Black Friday Saturday Sunday Cyber Monday

$113 $113 $120 $119

$98

Average Order ValueConsumers opened their wallets (slightly) wider during Cyber Week 2016, as Average Order Value ticked up to $112 from $109 a year ago. The average discount over the course of Cyber Week 2016 held steady at 25% compared with last year.

Thanksgiving Black Friday Saturday Sunday Cyber Monday

26% 26%22% 23%

27%

Average Discount

Thank Y u