As many of us saw recently, the Irish and British have taken to Black Friday and Cyber Monday like shopping-crazy ducks to water. In other words, those Americans have a lot to answer for, making us part with our money like we had never seen a sale in our lives!
These phenomena have not crossed the Atlantic overnight, and it seems that businesses in both Britain and Ireland have noticed the rise in shopping trends around this time of year, despite us not celebrating Thanksgiving.
Chris Costello from Kenshoo recently noticed that it wasn’t just the Americans who were enjoying the modern tradition of post-Thanksgiving sales & marketing campaigns either, as he writes for their site:
when we look at [UK figures] in both 2013 and 2014, the only interesting difference seems to be that advertiser spend is more spread out over the days of the week this year. Then once we get past Thanksgiving—or as they call it in the United Kingdom, Thursday—we see an upward tick of much greater magnitude than we did last year.
In 2013, overall U.K. retail search spend increased 44% from Thursday to Friday, so the spike is not a totally new development. This year, that increase jumped to 145%. That also works out to an increase of 88% year-over-year for Black Friday itself, compared to just an 11% increase for the day before.
It isn’t just in the UK (& Ireland) that paid search spend has increased recently, but back in the US as well, despite it being home of Black Friday.
Here at TinderPoint, we’ve been paying close attention to the effects Black Friday & Cyber Monday have had on digital marketing in Ireland. Richard Talbot, our Head of Paid Search, and this to say about the interesting news from the last few days:
“We at TinderPoint are not surprised at seeing these figures outlining ad spend and sales revenue for the last week of November, particularly for the UK market. As the blogger rightly hints, Black Friday and Cyber Monday used to be US-specific phenomena, but now seem to have crossed the Atlantic to become part of the annual retail lexicon. You would have had to be living in a cave on Mars to have avoided the dazzling array of discounts and promotions related to these two events, both on the high street and online, as well as the huge amount of coverage these events received in both UK and Irish media this year.
With the macro economy (supposedly) showing some green shoots, we predict that these events will be of even bigger significance next year for Irish retailers; indeed many of our SME clients surprised us this year by having offers running without suggestions from us.
For now though, many of us in the office are taking deliveries this week of the bargains we availed of while doing some online shopping last weekend!”
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