The Black Friday & Cyber Week Guide – Insights, Stats & Best Practices

A helpful guide with checklist, best practices, use cases and customer insights

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Stats & Insights

Find out how customers prepare and budget their Black Friday online shopping and how to draw them to your offers.

Best Practices

Read about best practices for discounts, product pages, and the perfect checkout experience to drive revenue and conversions.

Use Cases

Hear from innovative and successful Black Friday initiatives from some of our customers across different industries to get inspired.

Preview of the Black Friday checklist

Prepare your E-Commerce for Black Friday, Cyber Monday & Cyber Week

4 out of 5 brands use Black Friday & Cyber Monday for sales 59% Plan their Black Friday Shopping Blanket Discounts are most popular among customers 68% Expect at least one impulse purchase The more expensive the product, the longer customers spend with research 43% of customers use sales to shop for the holidays Popular product categories: electronics (66%), apparel (54%), home & decor (35%), beauty & care (33%), toys & games (32%)

Cyber Week, including Black Friday and Cyber Monday, has grown in importance for E-Commerce businesses to not only get a huge revenue boost but also acquire new customers and increase membership, newsletter and subscription conversions.

But Cyber Week is not just marketing and making sure all the products are available.

We’ve compiled a best practice checklist to make sure you offer your customers the best deals, guide them with the right communications, and set up your website and checkout for a truly smooth experience.

Download Now.

Black Friday & Cyber Monday Stats – Highlights

Black Friday starts the holiday season

On a global level, 43% of customers take advantage of Black Friday and Cyber Monday to do their holiday shopping (Source: Klarna). Most of them prefer online shopping over physical stores.

The most popular product categories are (Source: klavvio):

  • Electronics (66%)
  • Fashion (54%)
  • Home & Decor (35%)

Most customers plan their discount and sales shopping

According to a klavvio survey, 59% of customers are planning their Black Friday and Cyber Week shopping weeks, sometimes months ahead, so make sure to advertise your discounts and sales offers but also highlight your membership programs as well as newsletters as ways to get more information and better deals.

Customers will research products depending on the price

Customers will increase their research depending on the product price. It’s therefore important to keep product pages informative and transparent, including discounts and delivery options.

Gift-shopping is a big motivator

Most customers will use discounts to buy holiday gifts, so make sure to make it easy to find the right categories. Additionally, articles that provide tips what to gift friends, family, and colleagues can drive traffic to your webshop.

Who do most people buy gifts for?

  1. Children
  2. Partners
  3. Parents

Download the report to get more in-depth stats and tips to make the best of your Black Friday and Cyber Week campaigns. Including a checklist, what to take into account when preparing your webshop.

Discover more

6 Best Practices to increase checkout conversion rates

Read, what makes a smooth checkout experience to increase conversions and reduce cart abandonment.

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4000+ customers are growing with Billwerk+