NetElixir Reveals Search Spend & Purchase Data for Black Friday and Cyber Monday

Has Black Friday Marketing Infiltrated Your ThanksgivingSearch marketing company NetElixir has just shared with MMW the recently released findings from its 2016 Search Spend and Purchase Report for the Thanksgiving holiday weekend.

Key findings include search spend year-over-year (YoY) growth at 18%-20% and ecommerce buying trends, which signal an increasing shift to mobile commerce, the report summary reads.

Consumer shopping trends revealed in the Report indicate that consumers are shopping most on Sunday over the weekend. The most popular times of day to buy were 5-6 p.m. on Black Friday and 7-8 p.m. on Cyber Monday. Clicks were up by 38% while impressions were up by 71%.

“Mobile devices (both mobile and tablet) surpassed desktop in terms of visit share, reaching  53% – 55%. However, desktop still leads in sales with a sales-share close to 60%,” the company says.

Latency, the time between when a consumer expresses interest in a product and actually buys the product, was also examined for the Report. Consumers demonstrated the least amount of latency on Sunday, suggesting that they were driven to purchase by the offers on this specific day.

“As we track purchasing and search trends this holiday season, it is becoming more apparent just how much consumer behavior is shifting to mobile,” one of the report authors is quoted. “Retailers need to pay attention to the influx of mobile commerce. It can very well be the case that next year, mobile might overtake desktop, changing drastically the landscape of how people buy. Factors like location and ease of purchasing on a mobile device might become critical to consumers making purchasing decisions. The time for retailers to shift to mobile is now.”