2021年黑色星期五电子商务报告（英）-47页_24mb

报告摘要

2021 Black Friday Ecommerce Strategy & Stats Report Summary

Core Content

This report provides an in-depth analysis of the 2021 Black Friday ecommerce performance, based on SaleCycle's client data. It highlights key trends in online traffic, add-to-cart rates, cart abandonment, and sales volume across various sectors, offering actionable insights for retailers to optimize their marketing and conversion strategies.

Key Insights

Online Traffic Trends

Peak Times: Online traffic peaks on the week before Black Friday at 19:00 and 20:00, with a significant increase from 16:00.
Growth Pattern: Traffic increases day-by-day leading up to Black Friday, with the highest volume on Thursday, the day before the event.
Device Usage: Mobile traffic accounts for 70% of all online traffic on Black Friday, indicating a strong shift towards mobile shopping.
Desktop vs. Mobile: Desktop traffic peaks at 16:00, while mobile peaks at 20:00 during the week before Black Friday.

Add-to-Cart Rates

Overall Rate: The add-to-cart rate on Black Friday is 14.58%, showing increased buyer intent.
Device Comparison: Desktop has a slightly higher add-to-cart rate than mobile (17.55% vs. 13.28%).
Hourly Trends: The highest number of baskets created is at midnight, with a peak at 21:00. There is also a notable morning cluster of activity from 9:00 to 14:00.

Cart Abandonment Statistics

Overall Rate: The average cart abandonment rate for the year is 81.01%, while it drops to 76.63% on Black Friday.
Hourly Trends: Abandonment volume increases from 10:00 to 23:00, with the highest abandonment rate between 21:00 and 23:00.
Device Comparison: Mobile cart abandonment rate is 79.06%, and desktop is 72.43%. Mobile accounts for 67% of total abandonment volume.
Day-by-Day: Abandonment rate is lowest on Thursday, the day before Black Friday, suggesting shoppers are planning purchases for the event.

Online Sales & Popular Products

Sales Growth: Online sales in 2020 reached $9 billion, a significant increase from $7.4 billion in 2019 and $6.2 billion in 2018.
Projected Growth: 2021 is expected to see another 20% increase in online sales.
Peak Sales Time: Online sales peak at 21:00 on Black Friday, with notable activity also at 10:00 and 11:00.
Device Share: Mobile accounts for 57% of online sales on Black Friday, while desktop contributes the remaining 43%.
Product Trends: Fitbits and Kindles have the lowest cart abandonment rate, while Xbox and Nintendo Switch have the highest. These products typically have higher average order values.

Sector by Sector Analysis

Fashion

Traffic Growth: Fashion saw a 48% increase in online traffic compared to the previous week.
Total Sessions: 23,468,333 sessions during the week before Black Friday.

Retail

Traffic Growth: Retail traffic increased by 38% in the week before Black Friday.
Total Sessions: 16,052,834 consumer sessions and 2,683,144 luxury sessions.

Travel

Traffic Growth: Travel traffic increased by 32% over the 7-day period leading up to Black Friday.
Sub-Sectors: Airline (531,538 sessions), Hotel (272,547 sessions), OTA (56,222 sessions), Theme Park (4,511 sessions).

The Week After Black Friday

Traffic: Online traffic remains high after Black Friday, with Cyber Monday (30th November) generating the second-largest amount of traffic.
Add-to-Cart Rates: These remain high, indicating continued consumer interest.
Sales Volume: More baskets are created the week after Black Friday than the week before, suggesting extended shopping periods.

Key Takeaways

The week before Black Friday sees desktop traffic peak at 16:00 and mobile traffic peak at 20:00.
Mobile accounts for 70% of all online traffic on Black Friday.
Cart abandonment on Black Friday is 76.63%, significantly lower than the yearly average of 81.01%.
Online sales peak at 21:00 on Black Friday.
57% of online sales on Black Friday are made on mobile devices.
Mobile cart abandonment is 79.06%, slightly higher than desktop's 72.43%.

Useful Resources

SaleCycle provides a range of resources including:
- Data Reports
- Whitepapers
- Guides
- Best Practice Tips
- Case Studies
- Ebooks
- Lookbooks