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Extended Deal Offerings Change Holiday Sales Patterns

Posted on 11.26.2015

Web professionals know that a reliable, fast-loading website and the quick fulfillment of shipments are two areas key to the success of Thanksgiving week's shopping frenzy.

For these reasons, many retailers extended their Black Friday offers online all week. Toys "R" Us, for instance, allowed rewards members (a free program) to shop its deals in the days leading up to Thanksgiving. This not only allows for an increase in memberships (consumers could sign up and immediately take advantage of the deals) and provides a perk for existing members, but also allows for more even distribution of traffic spikes and logistical needs - a preventative measure to ensure customer satisfaction. 

In fact, this editor purchased an oversized item on the Toys "R" Us website this past Monday (using Black Friday deals) and received the item just two days later (a full two days ahead of the official Black Friday). This is compared to last year when some of her Black Friday purchases from the retailer were received after Christmas. 

Toys "R" Us was not the only retailer to take this approach. Personalization provider, Monetate, found that Thanksgiving day purchases were down (both online and off) as consumers took advantage of the extended Cyber Month deal season rather than being confined to a single day.

Overall, across Monetate's analysis of 34 million online shopping sessions (including from retailers like Macy's and Best Buy), conversion rates are down 23 percent and average order value is down 3 percent. Many won't be surprised to know that desktop users continue to spend the most (an average of $181), followed by tablet users ($170) and mobile users ($125). 

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