Channable Whitepaper Black Friday 2020
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Channable Black Friday
Whitepaper 2020
Are you ready for the
changes coming to your
industry this Holiday
season?
Be prepared with
Channable’s Black Friday
forecast!
channable
www.channable.com
Contents
The 2020 Black Friday forecast
This year, Black Friday is going to be like nothing we’ve ever seen before. With
social distancing rules still in effect for many countries around the world, every
retailer MUST have a strong eCommerce presence. Meaning no sale should be lost
01
or overlooked due to the sheer volume of demand and competition online.
The 2020 Black Friday forecast
20%
According to Adobe Analytics, the volume of Black
02 What does social distancing mean for you business?
Friday and Cyber Monday sales are set to increase in
2020 by almost 20% compared to people shopping
for discounts over the same period in 2019.
03 History of Black Friday
70%
A survey conducted by Wells Fargo showed that
04
70% of consumers do not plan on returning to
How consumers are expected to spend on Black Friday stores in the foreseeable future. This means that
the eCommerce marketplace increase from 25%
05
pre-COVID-19 to 30%, will remain.
Industry page
Keeping that in mind, Channable will help you prepare for the challenges, trends,
and changes going to be facing your industry this holiday season. To stay ahead
of the competition, read what you need to be seen, and to sell successfully in
eCommerce.
What does social distancing mean for
your business?
Traditionally, this hectic consumer holiday marks the beginning of the holiday shopping Due to COVID-19, online shopping spend
season in the US and runs from the Friday after Thanksgiving (Nov. 27th) until the end of has already increased by 59% compared to
Cyber Monday (Nov. 30th). Although most businesses will be offering some type of discounts this time last year. Resulting in increased
from the beginning of the week, running to the end of Cyber Monday. consumer confidence with buying online,
and creating the perfect opportunity for
retailers to maximize their online presence
and take advantage of all the opportunities
to capture sales.
With more ads predicted to be reaching each consumer than ever before, retailers need a
data feed automation tool such as Channable. Channable ensures the right promotions are
targeting the right consumers at the right time, and sales are not being lost or overlooked
due to the sheer volume of demand and competition.
This year, things have changed. For 2020 social distancing is here to stay. This shift is forcing
retailers who have favored promotions on limited items in offline stores, to re-focus on
their online offerings to create the buzz and the revenue needed to make the holiday sales
a success.
History of Black Friday
Since the 1980s, the term “Black Friday” has been used by retailers to refer to the single day
of the year when retail companies finally go “into the black” (make a profit) after being “in
the red” for much of the year. With bigger and better sales upping the ante each season,
Black Friday has become a global phenomenon. For many businesses, Black Friday still sets
the quota and marketing strategy and is an opportunity that can’t be missed.
46% 3233% 39%
Canada Italy India
43% 11% 2400%
USA Brazil Japan
As just one example of growth and trends even in an established market, UK shoppers
plan on spending more than 56% of their holiday budget online this year, vs 48% in 2019.
47% 113% 79% Only 9% of consumers said they will be exclusively shopping in-store. This is a trend that is
Mexico Russia S. Korea
similar across other key countries and retailers need to prepare or risk missing out on the
holiday boost this last quarter.
376% 900% 614%
Argentina Germany Australia
10,000
2018
242% 4900% 525% 2019
United Kingdom Turkey China 8,000
4900% 186% 9900% 6,000
France Saudi Arabia S. Africa
Growth in interest in Black Friday over the past 5 years. Source: Google Trends
4,000
Black Friday’s popularity in foreign markets
2,000
Originally a promotional holiday kicking off the Christmas sales season in the US, Black
Friday has quickly spread across all major markets around the world. With the biggest Black
Friday markets being the UK, US & Canada. Sales have also been increasing year on year in 0
UK Germany France Italy Spain NL Belgium
other key markets. There have been huge amounts of growth in countries such as France,
China, and South Africa, to name a few. Value of sales during Black Friday and Cyber Monday in 2018 with a forecast for 2019 (in million GBP) Source: Statista.com
Know your industry and extend your reach
How consumers are expected to spend What is your reach? With Channable’s data feed automation, connecting and managing
on Black Friday your inventory over multiple markets and channels is streamlined. You can automate
and manage multiple channels and marketplaces in the same amount of time it takes to
manually oversee one, saving you time and headaches. You can also display your products
in multiple locations in order to never miss an opportunity to place your products where
When looking at trends as to where consumers plan on purchasing this holiday they need to be; in front of your audience.
season, Electronics & Technology still lead in terms of interest and sales.
Top 3 UK Germany Spain Ireland France NL
1. Electricals/
technology
Electricals/ Electricals/
technology technology
Electricals/
technology
Fashion Fashion
53% 56% 40% 55% 53% 46%
2. Fashion Fashion Fashion Fashion Electricals/
technology
Electricals/
technology
29% 44% 34% 42% 43% 46%
3. Christmas
stocking
Children’s
clothing
Leisure Christmas
stocking
Children’s
clothing
Children’s
clothing
fillers fillers
Knowing your audience and industry, and what their intent to buy is, can help focus
your marketing strategy and organize campaigns. Just one example is the average
25% 24% 8% 27% 32% 26%
35-44 year old UK man will spend £261 this holiday season. With 53% of that budget
going to electronics. Resulting in £138 of purchasing power looking for gifts in the What do you expect to spend the most on in the Black Friday/Cyber Monday sales? Source: PwC Consumer Service 2019
electronics/technology sector.
That is only an example for the UK, with similar numbers in multiple markets,
consumers all over the world will be looking online when looking to spend their holiday
budget. What is unique about this year is that most shoppers will be online. Meaning In the following section, Channable has laid out the challenges, changes, and trends for
geographical location and physical sales will no longer be the driving force behind your industry this holiday season. Along with tips and solutions that can help you get the
campaigns. Your company can reach the UK audience or any other you choose. most out of your advertising efforts.
Fashion & Apparel
Everybody loves a makeover. However, this year the Fashion & Apparel industry has had Top 3 tips
to reinvent itself in ways unimaginable just a year prior. Reacting to a global pandemic, the
eCommerce shopping experience has adapted to the needs of a contracting market and a Addressing the challenges, getting your products in front of your customer is imperative.
more conscious consumer. Social media, multiple channels, and keeping your inventory up to date can all help make
this happen.
Below are the top challenges, changes, and trends facing the fashion industry, along with
how you can keep up with the competition using Channable’s tips and solutions.
1. 2. 3.
Top 3 challenges Top 3 changes Ensure your ads are Advertise on social media Make sure that your
This year, eCommerce stores will be Prepare your business for the trends and time relevant to make to fully engage with your ads on product level
competing on a global level. The biggest changes that are taking place this year. The sure there are no customers. are accurate in terms of
challenges will actually be to keep updated market is predicted to contract around 30%. disappointed customers. stocks and variants, in
with stock, advertisements, and traffic. This makes every purchase precious. Create order to decrease costs
a shopping experience that is as seamless as per clicks and ensure
1. Stock updates/avoid oversell. possible for consumers, while at the same customer satisfaction.
2. Breakthrough competition. time letting them know the story behind the
3. Keeping up with demand and traffic. product.
1. $2.5 trillion in global annual revenues Top 3 solutions Channable can offer
will contract by 27-30 % in 2020.
Channable offers the power of automation. Meaning once set up, your products will sell
2. Shifting from physical shops to themselves. ‘Rules’ will ensure that you only advertise on items you have in stock and
eCommerce, adapting the shopping your integrated analytics data can be used to track top performers. Allowing you to boost
experience to convenience, for easier bestsellers’ and make more informed decisions on ad spend.
conversions.
3. Focus on commerciality above highly
seasonal clothing. 1. 2. 3.
Top Trend Rules-based on stock Ads that “pop” better Use analytics data to
levels- ensuring nothing than your competitors’ - keep up with demand -
Trends of course tie in with changes and
ever gets oversold. Using key data like “only i.e., increase the prices
everyone is scrambling to create a quality
2 left in stock - buy now!” on products doing well
customer journey online. Virtual catwalks
via Channable’s rules. via rules.
have been popping up along with a shift in
purchasing quality pieces rather than fast
fashion.
Top 3 tips
Electronics & Technology
All this competition means successful sales rely even more on getting the customer to the
checkout. Avoid abandoned carts and lost sales by making your online shop as user-friendly
When it comes to Black Friday, Electronics & Technology is still where you see the highest
as possible. Create an experience and guide your customers smoothly to the checkout.
demand. But with the high profitability in this sector comes challenges. How can you make
your products visible in a sea of competition?
While having the lowest price may have been the final factor for brick and mortar sales, 1. 2. 3.
strategies need to change when competing in eCommerce.
Add AI-based plugins Perform a mobile Create a second avenue
to optimize search on usability test and of sales based on
Top 3 challenges Top 3 changes
site and recommended improve your webshop’s refurbished/second-hand
Advertisements are still the main concern. A trend in every industry is sales shifting products. layout in terms of UI/UX electronics.
With so many competitors selling the same online. This change is moving faster in optimization.
product, make sure you automate the ads technology than in other sectors. In the
process in as many places as possible. coming years, almost 50% of sales are
Knockoffs and, in some cases, loss of interest, projected to be done online, with the majority
can also undermine your marketing efforts. of transactions taking place on mobile Top 3 solutions Channable can offer
So know your target audience and focus. devices. Good to know when adopting new
Using an automation tool such as Channable opens up a world of possibilities not available
practices!
if a direct connection to your chosen marketplace or channel is made. Here are just a few
1. Automation is (still) a challenge in
1. 47% of consumer electronics will be of the powerful solutions Channable can offer your online store and marketing strategy:
several departments.
2. High price competition - Chinese sellers sold online by 2024.
start selling and creating their own 2. Majority of online sales via mobile
1. 2. 3.
brands. devices.
3. The smartphone market is starting to 3. Wearable tech and voice assistants are
Dynamic text ads - since Filtering out low margin Seamlessly list your
decline. a booming business. this is becoming a products - save on listing products on social
more and more price- prices by filtering out the shopping platforms like
competitive market. products that are not Facebook, Instagram, and
Top Trend profitable. Pinterest.
Now comes the game-changer, social shopping. If you are not aware of what this is you are not
alone. Social shopping is product placement or advertisements on social media platforms such as
Facebook and Instagram. Most social media platforms are developing their marketplaces which
opens up a new avenue for you to reach your audience.
• Social Shopping is getting more popular on channels such as Facebook, Instagram, and
Pinterest.
Health & Beauty
Like many industries this year Health & Beauty has had to adapt. A few exciting trends have Top 3 tips
been appearing for online sales. For example, the lipstick effect, online pharmacies, and an
The tips for the industry are no-brainers when the shift to eCommerce is taken into
actual boost in eCommerce have shown how dynamic and responsive this sector’s client
consideration. Up-to-date ads and stock across multiple platforms will get your products
base can be.
seen and recognized where they need to be.
Top 3 challenges Top 3 changes
How many products and SKUs are you Shifting popularity to do-it-yourself and 1. 2. 3.
handling? Hundreds, thousands, maybe self-care products is definitely something
even millions? Heavy product catalogs, high consumers are looking for and goes well Consider desktop Keep stocks up-to-date Increase advertising on
competition, and the logistics of keeping an with the growth in online sales. Together advertising due to and control orders. social media and stay up
item in stock or organized add challenges with decreasing sales makes this a trend to increased remote work, to date with the latest
that data feed management can help handle keep in mind when looking for profitable next to mobile apps. channels.
in the eCommerce space. products to advertise with.
1. Online pharmacies. 1. Less revenue due to Corona but an
2. High competition. increase in online sales.
3. Heavy product catalog. 2. Shifting from retail shops experiences
to online sales in the future. Top 3 solutions Channable can offer
3. Sales in do-it-yourself and self-care Channable offers an all-in-one tool, taking care of your data feed management and channel
beauty is increasing connections. Get up and running quickly so you can focus on the important things, like
Top Trend growing your business and focusing strategies.
The Lipstick effect has come back as part of the do-it-yourself and self-care beauty changes. The
Lipstick effect was first seen during the 2008 crisis where consumers still wanted to buy luxury
items, yet did not have the income. When facing economic crisis consumers must buy less costly 1. 2. 3.
luxury goods, i.e. buying lipstick.
Desktop traffic: Feed management tool Custom CSV, XML to
Other trends that have made their way to Health and Beauty are bulk-buying, for the fear of PPC tool. + order connections: send ‘Feeds’ to Partners/
running out of items due to a possible quarantine. And desktop traffic, due to the increase in easy management, Advertisers.
remote work and more consumers scrolling through their computers. automation and export of
large product catalogs to
over 2,500 channels.
Top 3 tips
Home & Garden
The trend is offering the full experience. If that is not possible right out of the gate making
sure your pricing is attractive and your images are sufficient goes a long way in giving
For the Home & Garden industry change was coming with or without a quarantine. Brands
consumers the incentive to purchase from your store. Know your market and be seen.
have realized that consumers are willing to purchase online but lack the knowledge and
Look at where competitors are advertising and make sure to match their level of service.
infrastructure to do so. With so much potential for online sales, let’s see what the industry
Or better yet, exceed it.
will face in the coming months and years to catch their consumers’ interest and trust.
Top 3 challenges Top 3 changes 1. 2. 3.
What challenges face the Home & Garden The Home & Garden market has been slow
industry as it gains a foothold in online to change mainly because of consumer Offer customers full Stay ahead of the Multichannel strategy:
sales? Low online presence does mean less expectations. Everybody wants to see the shopping experiences. competition with Amazon has the
competition and companies have begun couch, feel the texture, and of course the price and strategies/ largest home & kitchen
adopting automation tools. good old sit test. Trust has been growing adjustments every catalog, but also
though and with more and more shopping quarter, together with consider platforms
All that was needed was the initial push experiences appearing online sales are up. detailed images of your specifically focusing
to get online for Home & Garden to start products. on your products or
reaping the benefits. Staying ahead of the 1. Changing consumer expectations (full social channels such as
competition really breaks down to having a shopping experience). Instagram or Pinterest.
strong online presence and ensuring your 2. Growing online industry options.
offerings are competitive in the market.
3. Home & Living concepts - more
1. Low Online Presence/Sales. horizontal product segments.
Top 3 solutions Channable can offer
2. Staying ahead of the competition.
3. Stock, price, and range updates. With Channable it is possible to create dynamic text ads. For example, prices and availability
can be connected allowing ads to change according to your online shop. If you have a sale
on the website, this will be reflected in your text ads price. Products and orders can also be
managed in real-time on marketplaces like Amazon, saving you time and headaches.
Top Trend
Retailers’ have been stepping up their game
to offer more full shopping experiences, such 1. 2. 3.
as online showrooms and augmented reality.
To make consumers more comfortable with Advertise products based Connect to Amazon using Advertising different
larger purchases. on availability (keep stock Channable’s API and prices across different
updated) and delivery catalog ads on Google channels to be
• Virtual and augmented reality experiences time/cost. Shopping, Facebook, competitive and/or
of products Instagram, Pinterest. increase margin.
• Online showrooms20
Sporting Goods
Sporting Goods have seen a huge boost in the first half of 2020 due to lockdowns and Top 3 tips
safety measures taken around the world. This sudden interest and increase in demand has
The home fitness industry is now largely based on trends. If you are not keeping up with
led to the industry adapting fast. But also debate on what is included in the sector and how
what is popular or being talked about you risked being left behind. Staying on top of
such a broad category can reach its customers in a direct fashion.
social media outlets and just being seen are big drivers to grow in your business. Having
influencers or sponsors talk about your product gives exposure and credibility, to stand
Top 3 challenges Top 3 changes out against the competition.
With this enormous surge in popularity and With this growing shift to eCommerce for
interest has come challenges. Shopping most retailers comes different costs, such
cart abandonment due to spontaneous as item listings or figuring out how much 1. 2. 3.
purchases, the lack of specific categories shipping will be for such heavy or bulky
on some channels, and pushback from equipment. Advertise on social media Remarketing platforms Multichannel strategy:
brands on discounts or sales have made the to fully engage with your will also help you hit your be present in big, mass
online environment difficult to navigate. Meaning knowing the terms and conditions customers, especially target. marketplaces as well as
of the channels you work with is very if you are selling niche channels.
1. Choosing between mass important. The growth of esports in the west niche sports goods or
categorization and niche has also led to the complicated question of supplements.
marketplaces. categorization and how this sector fits into
such an already diverse industry.
2. Shopping cart abandonment (need
for retargeting). 1. Marketplaces seem to take a bigger Top 3 solutions Channable can offer
3. Black Friday vs. Green Friday. piece of the overall pie (need order
Channable’s feed management and PPC solutions help you manage your content.
automatization) Advertise your products on multiple channels and connect your ads to social media. Utilize
2. Shift from retail shops to eCommerce. remarketing to capture those abandoned karts and create customer loyalty. Campaigns
Top Trend
3. Developments around esports. using Channable’s dynamic text ad generator can stay in sync with your sales and maximize
Home gyms and equipment has really exposure against competitors.
opened up a large target audience for
many retailers. Reaching these consumers
is an opportunity that cannot be missed. 1. 2. 3.
Collaborating with influencers for brand
awareness, smooth user experience for Use remarketing and For brands: Increase Use our PPC tool to
online shops and detailed equipment social media to increase your product visibility automate the generation
descriptions are just some of the topics loyalty and connect with online with our PPC tool of ads that are more
retailers need to be aware of. your target customers. to drive sales to your relevant to your
eCommerce. audience.
• Growth of home gym fitness and
personal wellnessContact +3000 companies trust us.
+2500 export channels
If you’re feeling inspired by this Black Friday to choose from.
whitepaper and want to know how you can
profit using Channable, get in touch.
Our team will be more than happy to show you 1 powerful all-in-one
around the tool and discuss your business goals.
marketing tool.
+31 (0)30 260 08 21
Christian Haraldsen, Online Performance
support@channable.com
Specialist at Komplett:
“I’ve set up 1 account with Channable’s PPC
tool that so far contains 16,000 ad groups and
32,000 keywords. Managing that manually
would be impossible.”
channable
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