Omnichannel shoppers collide with Black Friday and Cyber Monday, setting new records

Christi Olson on
  • Categories: A-From SEL, Channel: SEM, Search Marketing Column
  • Black Friday and Cyber Monday continue to gain cultural significance across the US and the globe as shoppers and retailers deepen their relationships through enhanced technology, stronger/more personalized deals and a singular online-offline approach. As for 2017, all major metrics trended up, including click volume, mobile purchases, foot traffic and overall sales. Cyber Monday 2017 marked the biggest shopping day in US history, with over $6.59B in sales, including a record-breaking $2B in mobile sales.

    Bing (my employer) also saw strong positive trends, with a YOY jump in clicks across Black Friday, Cyber Monday and the entire month of November. In the US, clicks were up 9 percent (cross-device) between Black Friday and Cyber Monday when compared with the same time period in 2016, and we also saw clicks up 12 percent YOY for the month of November. The rise in clicks is likely due to large retailers who extend Black Friday deals earlier and later — a trend US consumers have come to expect as retailers like Walmart and Toyota offered week-long Black Friday deals.

    [Read the full article on Search Engine Land.]


    About The Author

    Christi Olson
    ​Christi Olson is a Search Evangelist at Microsoft in Seattle, Washington. For over a decade Christi has been a student and practitioner of SEM. Prior to joining the Bing Ads team within Microsoft, Christi worked in marketing both in-house and at agencies at Point It, Expedia, Harry & David, and Microsoft (MSN, Bing, Windows). When she's not geeking out about search and digital marketing she can be found with her husband at ACUO crossfit and running races across the PacificNW, brewing and trying to find the perfect beer, and going for lots of walks with their two schnauzers and pug.