Luxury Brand Marketing Case Studies

Luxury Brand Marketing Case Studies-33
That projection means more record sales – but this time favoring Black Friday rather than Cyber Monday.What this means for 2017: It’s safe to say that you can’t assume that customers will always be shopping the same days.According to the National Retail Federation, while 36.2% of shoppers said all the purchases they made over the weekend were on sale, only 9% actually finished their holiday shopping.

That projection means more record sales – but this time favoring Black Friday rather than Cyber Monday.What this means for 2017: It’s safe to say that you can’t assume that customers will always be shopping the same days.According to the National Retail Federation, while 36.2% of shoppers said all the purchases they made over the weekend were on sale, only 9% actually finished their holiday shopping.

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While looking at lessons we can leverage in 2017 from this past holiday season, something stood out: Cyber Monday, while still a crucial shopping day in the week, was losing a bit of luster. Within the Rakuten Affiliate Network Cyber Monday was the top day for total orders of Cyber Week and had extremely high conversion rates. If it didn’t fall off the map, and it set records, why is this a discussion?

Taking a look under the hood of the online shopping day showed the story behind what was going on.

If anything, Cyber Monday – which was once seen as the e-commerce event of the year – was now just a continuation of the sales seen on Black Friday. In this case study, we aim to highlight some trends facing consumers and affiliate marketers that could have caused these flags to raise, highlighting why these issues are important and what they mean to your entire affiliate marketing strategy in 2017 – not just your holiday strategy.

There has been a trend going on for a few years now where Black Friday is creeping back into the top ranks that Cyber Monday claimed when consumers started seeing serious extra value in shopping and getting great deals online versus waiting out in the cold for stores to open early after Thanksgiving.

We noticed that Cyber Monday was more comparable to Black Friday and Thanksgiving this year than ever before.

What’s more, Cyber Monday’s growth slowed a bit from year over year – although it grew, it was at a much lower trajectory than in years past.

Shopping is getting more competitive with more holidays (real and made up) sprouting up.

In 2017 you’ll need to be vigilant of consumer shopping habits, doing things like taking advantage of quirky/fun holidays.

If anything, it makes Cyber Monday just another part of the Black Friday frenzy.

Another reason Cyber Monday offer fatigue has been setting in is because there’s a greater access to sales, and not just from an “online versus in-store” standpoint.

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