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HERE’S WHAT OUR BRAND KEYS EMOTIONAL ENGAGEMENT METRICS PREDICTED:

  1. Earlier holiday shopping would become the “new normal.”
  2. More shoppers would shop before Black Friday.
  3. Retailers would encourage this consumer-shopping paradigm, and promote “Pre-Black Friday-like” sales. A lot.
  4. (It’s a pattern we identified in 2014 and now call “Black November.”)
  5. Black Friday would still embody a retail raison d’être, and a “tradition” or “ritual” for some families, but would become a relic of 20th century retailing, with brick-and-mortar sales declining, Y-O-Y.
  6. Cyber Monday would take over the role formerly played by Black Friday and would reap the benefits.
  7. Top-3 on-line beneficiaries would be Amazon, Walmart, and Best Buy.

HERE’S WHAT HAPPENED:

  1. Black Friday foot traffic was down 6%.
  2. Black Friday sales were down 7%.
  3. It’s the 4th straight year in a row. Not an encouraging pattern.
  4. Cyber Monday sales were up 18% Y-O-Y.
  5. Amazon had its biggest shopping day in the company’s history.
  6. They sold 100 million products.
  7. Clicking “Add to Cart” has become easier than finding a parking space.

ONE MORE PREDICTION:

For now, and the foreseeable future, when it comes to the holidays, for consumers there’s only one shopping day left ‘til tomorrow.

 


Find out more about what makes customer loyalty happen and how Brand Keys metrics is able to predict future consumer behavior: brandkeys.com. Visit our YouTube channel to learn more about Brand Keys methodology, applications and case studies.

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