Advertising

3 min

Black Friday Cyber Monday: The Numbers Are In

By Michelle Meleskie on December 8, 2021

Despite all the excitement around Black Friday and Cyber Monday, this year didn't bring the same increase in sales we have seen in previous years. Sales on Amazon only increased by 70% on Black Friday, and 50% on Cyber Monday.

Increase in Amazon Sales over Cyber 5 (US)

Baseline based on first week of November

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This was a significant decline from what was seen in 2020, most notably when looking at sales on the Saturday and Sunday after Black Friday through to Cyber Monday.

Increase in Amazon Sales over Cyber 5 (US)

Baseline based on first week of November

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Seeing a Black Friday with sales lower than expected held true across most marketplaces, whereas Instacart and Target both saw significant increases in sales on Cyber Monday.

Increase in Sales over Cyber 5 (US)

Baseline based on first week of November

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As for the categories that performed best this year, Clothing & Toys and Kid products saw the largest increase in sales. This is consistent with what we have seen in previous years over Cyber 5.

Increase in Amazon Sales over Black Friday and Cyber Monday (US)

Baseline based on first week of November

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With the power of Amazon's new FEADs Beta, we are able to see performance by hour of the day. This unlocks a new level of understanding shopping behaviour, and the ability to use this to optimize for future Cyber 5's.

This year sales peaked between 8-9am (PST) on both Black Friday and Cyber Monday, and continued to decline throughout the remainder of the day.

Sales by hour of day (US)

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The main takeaway when looking at CPCs throughout the day is that we are able to confirm what has been suspected by many, and that it that (for the most part), CPCs fall throughout the day. The most likely cause of this is that as campaigns run out of budget during the day, there are less advertisers competing in each auction. Since Amazon runs on a second price auction and the amount paid is $0.01 higher than the next highest bidder, less competitors cause lower CPCs.

CPC by hour of day (US)

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So should you not run campaigns in the morning next year? Or bid extremely low all morning? Not quite. Due to fluctuations in conversion rates throughout the day, ACOS on Black Friday tends to stay relatively flat after 6am, with it actually increasing by the end of the day on Cyber Monday.

ACOS by hour of day (US)

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If we compare this chart with when we see sales peak, we can see that from 8AM-11AM was the best time of the day - as it had the highest sales volume combined with the lowest ACOS.

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