What the numbers say: The impact of sponsored ads during Black Friday and Cyber Monday sales events are not showing a consistent upward trend. Fewer sales were attributed to Black Friday and Cyber Monday advertising in 2020 than in 2019. Sponsored ads had less of an impact on Black Friday and Cyber Monday sales in 2022 than they did in all three preceding years. Relevance: Almost 13% of all retail sales in the U.S. in 2021 took place between Black Friday and Christmas. U.S. consumers spent a record $9.12B ordering products online during Black Friday in 2022. Black Friday and Cyber Monday drive 30% more revenue for online retailers in November and December compared to other months. Brands that should care: E-commerce retailers should consider adjusting their advertising strategy if sponsored ads continue having a reduced impact on sales during major sales events. Ad firms should prepare for changes to retailers' advertising budgets in November and December if the trend continues. |
