Here’s some cool facts you may not know about Black Friday and Cyber Monday.
- “Black Friday” was first used to describe the post-Thanksgiving shopping frenzy in the 1960s by newspapers in Philadelphia. At the time, the newspapers felt the massive crowds in stores and insanity in the aisles were comparable to the original “Black Friday”: a stock-market panic that followed the collapse of the price of gold on September 24, 1864.
- Cyber Monday on the other hand was a pure marketing term coined in 2005. “Cyber Monday” was designed to encourage a digital counterpart to the physical shopping frenzy Black Friday. Though claims of its success were overstated at the time, it has rapidly become the biggest ecommerce event in the US.
- The traditional distinction between the two is that Black Friday is a physical event and Cyber Monday is digital. However, things are changing and in the US Black Friday has rapidly become an ecommerce event in its own right. In the UK, Black Friday has been an ecommerce event since the beginning and is a larger online event than Cyber Monday – in our own network there around 350k more clicks on Black Friday than Cyber Monday in the UK.
- Holiday shopping has concentrated around the Black Friday weekend but there are other opportunities in the season for publishers that want to write commerce content. For starters, Thanksgiving is a great opportunity and there are over 3 million clicks in our network throughout the holiday. “Silent” Saturday and Sunday – the days sandwiched between Black Friday and Cyber Monday – also offer a fantastic opportunity for commerce content. Across the two days there are almost 5 million clicks.
- Google Trends data shows interest in Black Friday picks up from September each year and in 2016 the top performing Black Friday content from our publishers was actually published in August in time to take advantage of the early bump in interest. Last year the top Black Friday content was almost exclusively published in November (24 out of the top 25 articles). So, although interest is getting earlier, the key period remains immediately prior to the shopping day itself.
- US online holiday spending last year was $700m above National Retail Federation predictions for the period. That made 2017 another consecutive year of holiday spending growth and offers good omens for 2018. Mobile is driving traffic growth, but overall sales continue to trail behind desktop and tablet: Traffic was up 3x year-on-year in our network last year, but conversions still lag behind. So publishers that can optimize their content to drive mobile conversions this year stand to benefit.
Black Friday 2018 takes place on November 23 this year. If you’re a publisher that would like to get rewarded for content you write about products this year, you can sign up for Skimlinks and start a conversation about how to monetize your content to seize the season now!