Prepare for Peak Season 2024
18 October 2024
18 October 2024
It's that time of year again! As we approach the 2024 peak season, we are gearing up for what is expected to be the biggest (and most competitive) shopping period.
With Black Friday falling later this year, e-commerce businesses must prepare for crucial shifts in consumer behaviour and shopping patterns.
A later Black Friday means fewer shopping days between Black Friday and Christmas, meaning every shopping day will hold more revenue potential than in 2023. This year, it is particularly interesting that shoppers are already starting their research much earlier. Google’s data shows that people search for Black Friday deals as early as September. While many aren't looking for discounts yet, they are comparing brands and products, making it crucial to grab the attention of potential customers before the big weekend. Searches for product comparisons like H&M vs Zara are up by 59%, meaning your strategy needs to kick off early to catch these potential buyers!
We are also likely to see a rise in “Fake Fridays.” These are mini shopping spikes in the lead-up to Black Friday, particularly the Friday before. Shoppers are increasingly expecting early deals, and brands capitalising on these pre-Black Friday spikes could gain a competitive edge. It's clear that search demand is shifting, and businesses need to be agile and ready to capture these early opportunities.
The shopping days around Black Friday (shoulder days) are also becoming increasingly significant, with advertisers increasing spending and shoppers more likely to purchase outside of the core Black Friday weekend. What was once a focused 5-day shopping event (Thursday to Monday) has now stretched into a 12-day period, giving brands an excellent opportunity to reach customers during core shopping days and the extended window.
Additionally, January has emerged as a critical month for revenue and market spend, rivalling October. This means the opportunity continues after Christmas. Keeping your marketing active into the new year will have significant benefits, as shoppers are still looking for deals and purchasing beyond the holidays.
To stand out, you must…
Discovery is becoming increasingly more critical in the lead-up to Black Friday and Cyber Monday, as this is when shoppers are actively making decisions. During this period, searches tend to be more generic, meaning customers are open to exploring new brands. October and November are the critical months for gaining new customers, so communicating your offers early is vital to showing why your brand is the best choice.
Research has found that…
-Brands report a 44% increase in website visits and purchases from September
-67% of conversions in November are a direct result of October clicks
-49% of December conversions can be traced back to October’s efforts.
By showing up consistently and engaging with shoppers before the peak shopping days, you position your brand as a top contender when it's time for them to purchase.
Price alone isn't driving customer decisions as it used to, with only 10 in every 100 searches focusing primarily on price. What stands out to shoppers today is Value, whether it's through quality, sustainability or personalisation. Trends like “clean makeup” and “personalised gifts” are rising, creating significant opportunities for brands offering unique or tailored products. Customers are increasingly looking for brands that align with their values, whether that means ethically sourced materials or products that provide a personal touch.
As we gear up for the biggest shopping season of the year, a solid strategy is more important than ever. By showing up early, providing real value, and showcasing what makes your brand unique, you can cut through the noise of the busy marketplace and capture those all-important sales.
Lots of brands with in-house teams avail of our consultancy services at this sales critical time of year.
Get in touch today, and let's make this your best peak season yet!