Ecommerce conversions grew by 32% in 2020 YoY, according to The Ultimate Black Friday & Cyber Monday Marketing report, a new study from Wunderkind.
But the report warns that the Delta variant could depress those numbers a bit this year. Still, marketers can expect sales to remain high if they employ “an effective owned-marketing strategy as people stay a bit wary of in-store shopping.”
In contrast, conversions rose by only 6% in 2018, 13% in 2018 and actually fell by 25% in 2017.
The study is based on Wunderkind’s analysis of its client activity.
The busiest shopping time in 2020 was between 3:10 and 3:20 p.m. on Black Friday. In contrast, the most intense time for shopping was 2:30 p.m. to 3:00 p.m. on Thanksgiving in 2017, 12:15 to 1:45 p.m. on Cyber Monday in 2018, 12:00 to 12:30 p.m. and 3:10 to 3:30 p.m. on Cyber Monday in 2019.
This happened as triggered email sends grew by 45% for Black Friday and 50% for Cyber Monday, compared to 2019.
This is part of a steady growth pattern: Email sends grew by 88% on Black Friday and by 93% on Cyber Monday in 2019. In total, email sends increased by 26 times from 2016 to 2020.
In 2018, sends jumped by 62% on Black Friday and 67% on Cyber Monday.