The result? Fewer searches, but a savvier consumer combined with increasingly more targeted and better marketing means a considerable increase in sales. They are more likely to be swayed by emails and push notifications from their preferred retailers showing them relevant deals without searching for them. Regular web consumers already know which sites to visit and have their favorites. However, for seasoned online consumers, those two search terms will hold less interest. It is fair to suggest that many of those will be searching for terms such as “buy online” and “Black Friday” to discover online deals to replace the brick-and-mortar experience they're used to. Last year saw a massive influx of consumers buying online for the first time. But the question is not how many visits Black Friday has but what kind of Black Friday it will be. To put it another way, Black Friday 2021 will probably see the most visits ever. And all this despite lower searches for the term itself. Visits in 2020 (the key metric) are up more than 50% year over year. Last Black Friday saw 514 million visits to ecommerce sites, which is 9.02% higher than Black Friday 2019. Given the unprecedented online sales last year, what does this mean, and is search volume a relevant metric?
Search volume for “Black Friday” in November 2020 is similarly now lower than it was in 2018 and is almost half that of 2019.“Buy online” searches decreased by almost 55%, which not only negates the meteoric growth seen last year but brings search volume down to pre-2018 levels.While the global pandemic led to more searches in 2020 for “Black Friday” and “Buy Online” than ever before, this year, the results are surprising:
Black Friday 2021: Waning Pandemic Effect? We analyzed the most prominent ecommerce websites and most popular searches globally and took a closer look at top Amazon products too so that you can better understand what 2021’s “epic shopfest” holds and prepare effectively for it. Will 2021 eclipse this milestone? Are we heading towards the first $10bn+ Black Friday? And how can brands align with consumer needs to maximize their potential? Consumers spent $9 billion on the web the day after Thanksgiving, up 21.6% year over year. While 2019’s sales saw a record high, with $7.4bn in online shopping, it was nothing compared to 2020.
The most critical shopping day before the holidays, last year’s ultimate consumer spending tournament was affected by the ongoing global pandemic in interesting ways. Black Friday has gone from a US-only phenomenon to a part of the global lexicon in just a few short years.
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