While Q4 is expected to look very different from previous years, there’s still plenty of opportunities to make big bank across some of the most significant dates in the eCommerce calendar.
The million-dollar questions for many brands is how COVID-19 will shape shopping behaviours in the coming weeks. While we can’t predict the future, we’ve been doing some research ahead of the key shopping dates. Here are some predictions:
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Black Friday & Cyber Monday Will Prove Popular.
In 2019, the peak shopping days for sales, clicks and conversions for November and December were, of course, Black Friday and Cyber Monday. While sales might not match those of previous years, we’re still expecting big things from Cyber Week.
For many brands, November and December still hold the potential to be a peak time for consumer demand. Over the years, research has found that shoppers tend to show up for holiday shopping and discounts even during recession periods. So, while disposable income may be limited, shoppers will still be keen to snag a bargain ahead of the festive season.
2020 is a time to embrace new traditions, try out new strategies and celebrate your customers.
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Digital Sales Will Increase for Q4 2020
According to EMarketer, digital channel sales revenue is predicted to account for 15% of retails sales in Q4 2020, up by 2% from the figures in Q4 2019.
In 2019, top revenue days were Cyber Monday, Black Friday and Thanksgiving Day in the US. However, this year is likely to look different. As Amazon Prime Day kicks off in October, many marketers are expecting the promotions to drive an unusually early sales bump as brands strive to compete with the eCommerce giant.
This year, we’re expecting brands to begin their seasonal campaigns as early as mid-October. Are you prepared?
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Athleisure Wear, Home Furnishings, Food & Beverage & Beauty
Based on 2019 shopping trends and early COVID-19 trends, these are the categories that are expected to perform well in Q4 2020. Accessories and clothing were also heavily purchased items during these periods, and research suggests they will continue to be as athleisure demand propels the category to success.
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Q4 Mobile Conversions Are Predicted to Increase.
Commission Junction revealed that 35% of holiday orders came from mobile phones in 2019 Q4, a 101% YoY increase. During November and December, shoppers are not only browsing more, but they’re ready to buy once they find what they need.
CJ also reported that 52% of all clicks last year came from a mobile phone, with categories such as fashion and beauty seeing around 40% of orders via mobile. For 2020 success, brands need to make the shopping experience seamless, meeting shoppers needs at the click of a button.
While no one can say for sure how Q4 2020 will look, we do know people are still spending. There’s money to be made, are you positioned correctly to enjoy a successful Q4? If you need a helping hand, get in touch with us.