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Fashion retailers worldwide are beginning to emerge from their Black Friday/Cyber Monday sales haze. With 2018’s BFCM season now in the books, we’ve gathered key results and takeaways that reflect two of retail’s most crucial shopping dates: what’s changed over the last year, how they stack up against each other and what BFCM looks like across key shopping regions around the world.

 

In this post, we’ll analyze…

  • Black Friday vs. Cyber Monday: Who’s the bigger player in 2018?
  • How did Black Friday/Cyber Monday performance change over the last year?
  • Mobile vs. desktop: how did usage change over the last year on both platforms (in terms of traffic, orders, sales, and conversion rate)?

Plus, we’ll reveal the most clicked Nosto-powered product recommendations by region.

 

How are Black Friday/Cyber Monday results measured?

Results are based on an analysis of 25 million visitors spanning an estimated 350 Nosto-powered online stores across the Fashion industry. The analysis incorporates both Black Friday and Cyber Monday. Results are measured on both a global and regional level.*

*Global results are a total calculation of the following regions: France, DACH (Germany, Austria, Switzerland), United States, Northern Europe (Sweden, Finland, Norway, Denmark, Iceland), United Kingdom, Australia and New Zealand.

 

First up: a global outlook of Black Friday/Cyber Monday performance…

 

 

Black Friday vs. Cyber Monday: Who’s the Bigger Player in 2018?

In terms of sales…

Retailers saw 28.8% more sales on Black Friday than on Cyber Monday.

 

In terms of traffic…

Retailers saw 13% more traffic on Black Friday than on Cyber Monday.

 

How did Black Friday/Cyber Monday performance change over the last year?

In terms of sales…

There was a 35.8% increase in sales between 2017 and 2018.

 

In terms of traffic…

There was a 15.2% increase in site visitors between 2017 and 2018.

Now, let’s analyze performance at a regional level.

 

Mobile vs. desktop: How does performance on these channels compare over the last year?

In terms of sales…

Mobile continues to reign supreme as the channel of choice for Black Friday Cyber Monday shoppers. And while desktop continues to decline, it still remains a pivotal channel to purchase products.

2017 vs 2018 (Global)
Desktop: 43% (2017) / 38% (2018)
Mobile: 50% (2017) / 56% (2018)
Tablet: 7% (2017) / 6% (2018)

 

Results by region

United States
Desktop: 39% (2017) / 34% (2018)
Mobile: 56% (2017) / 61% (2018)
Tablet: 5% (2017) / 3% (2018)

United Kingdom
Desktop: 47% (2017) / 40% (2018)
Mobile: 42% (2017) / 48% (2018)
Tablet: 11% (2017) / 12% (2018)

Northern Europe
Desktop: 39% (2017) / 37% (2018)
Mobile: 51% (2017) / 57% (2018)
Tablet: 10% (2017) 6% (2018)

France
Desktop: 69% (2017) / 67% (2018)
Mobile: 19% (2017) / 22% (2018)
Tablet: 12% (2017) / 11% (2018)

DACH
Desktop: 40% (2017) / 53% (2018)
Mobile: 42% (2017) / 39% (2018)
Tablet: 8% (2017) / 8% (2018)

 

In terms of orders…

In addition to a decline in total revenue generated, desktop also saw a decline in total number of orders placed. Mobile, on the other hand, was the go-to for shoppers in most regions around the world.

2017 vs 2018 (Global)
Desktop: 38% (2017) / 34% (2018)
Mobile: 56% (2017) / 61% (2018)
Tablet: 6% (2017) / 5% (2018)

 

Results by region

United States
Desktop: 37% (2017) / 32% (2018)
Mobile: 59% (2017) / 65% (2018)
Tablet: 4% (2017) / 3% (2018)

United Kingdom
Desktop: 42% (2017) / 35% (2018)
Mobile: 47% (2017) / 54% (2018)
Tablet: 11% (2017) / 11% (2018)

Northern Europe
Desktop: 30% (2017) / 30% (2018)
Mobile: 63% (2017) / 64% (2018)
Tablet: 7% (2017) 6% (2018)

France
Desktop: 70% (2017) / 68% (2018)
Mobile: 19% (2017) / 23% (2018)
Tablet: 11% (2017) / 9% (2018)

DACH
Desktop: 43% (2017) / 47% (2018)
Mobile: 47% (2017) / 45% (2018)
Tablet: 10% (2017) / 8% (2018)

 

In terms of traffic…

Again, mobile continues to dominate – and with good reason. With shoppers constantly on the go, searching for deals via a smartphone is the most convenient way to snag those limited-time holiday offers.

2017 vs 2018 (Global)
Desktop: 30% (2017) / 24% (2018)
Mobile: 64% (2017) / 71% (2018)
Tablet: 6% (2017) / 5% (2018)

 

Results by region

United States
Desktop: 26% (2017) / 20% (2018)
Mobile: 70% (2017) / 78% (2018)
Tablet: 4% (2017) / 2% (2018)

United Kingdom
Desktop: 30% (2017) / 28% (2018)
Mobile: 62% (2017) / 63% (2018)
Tablet: 8% (2017) / 9% (2018)

Northern Europe
Desktop: 37% (2017) / 30% (2018)
Mobile: 56% (2017) / 64% (2018)
Tablet: 7% (2017) / 6% (2018)

France
Desktop: 34% (2017) / 27% (2018)
Mobile: 59% (2017) / 69% (2018)
Tablet: 7% (2017) / 4% (2018)

DACH
Desktop: 24% (2017) / 33% (2018)
Mobile: 55% (2017) / 61% (2018)
Tablet: 7% (2017) / 6% (2018)

 

 

In terms of conversion rate

2017 vs 2018 (Global)
Desktop: 4.1 (2017) / 4.4 (2018)
Mobile: 1.98 (2017) / 2.28 (2018)
Tablet: 3.47 (2017) / 3.64 (2018)

 

Results by region

United States
Desktop: 3.64 (2017) / 4.4 (2018)
Mobile: 1.97 (2017) / 2.26 (2018)
Tablet: 3.46 (2017) / 3.6 (2018)

United Kingdom
Desktop: 4.52 (2017) / 4.82 (2018)
Mobile: 2.37 (2017) / 2.74 (2018)
Tablet: 4.61 (2017 / 4.22 (2018)

Northern Europe
Desktop: 4.31 (2017) / 4.4 (2018)
Mobile: 2.51 (2017) / 2.62 (2018)
Tablet: 3.83 (2017) / 3.96 (2018)

DACH
Desktop: 3.48 (2017) / 4.07 (2018)
Mobile: 1.50 (2017) / 1.59 (2018)
Tablet: 2.53 (2017) / 3.55 (2018)

France
Desktop: 2.98 (2017) / 4.29 (2018)
Mobile: 1.23 (2017) / 1.88 (2018)
Tablet: 2.23 (2017) / 2.87 (2018)

 

 

The shoppers have spoken: what Nosto-powered product recommendation were consumers most interested in?

On sales-heavy holidays like Black Friday and Cyber Monday, personalization is key to keeping shoppers onsite (and headed towards checkout). Here’s a quick look at the Nosto-powered recommendations shoppers clicked on most, around the world.

 

In France…
Unisex winter parkas were the priority for shoppers.

In DACH…
Women’s faux fur-lined winter jackets were the fashion piece of interest.

In Northern Europe…
Women’s high waisted jeans were the go-to product recommendation of choice.

In the United Kingdom…
Men’s military-style winter jackets were checked out most.

In the United States…
The women’s undergarment category saw the most action, with a buttocks lifter among the most clicked products recommended by Nosto. (We’ll spare any further details on that one – this is an ecommerce blog, after all.)