Black Friday is one of the busiest times of the year for any retailer. Moreover, it kicks off the Christmas and New Year sales marathon, which is eagerly anticipated by lots of customers. You need to prepare yourself for the increased consumer activity during this time, regardless of your store type – e-commerce or local. Check a handful of fun facts about Black Friday from Nethansa’s perspective.
What results did our clients get from last year’s Black Friday? Get the information based on our customers’ data and the results they achieved during Black Friday 2023. The statistics in this post relate to the Black Friday 2023 weekend compared to the average weekend from that year.
1. The number of orders processed by Nethansa’s customers during Black Friday 2023 was twice as usual
Black Friday’s increase in consumer activity is real. Our customers’ data confirms this notion, showing that the average retailer doubled the orders during last year’s Black Friday. Certainly, increased demand generated by consumers is strictly connected with challenges for sellers.
Without taking care of important parts of logistics chains, you would never be able to ensure timely shipping and delivery during Black Friday and Cyber Monday weekend. Therefore, if you go the extra mile early enough, you will fully benefit from the potential of these marketing events.
2. The average order value during Black Friday 2023 was comparable to other periods of the year.
You may find this surprising, but the average cart value did not change noticeably during Black Friday compared to other weekends of the year. This can lead to two conclusions:
- Black Friday discounts have such a high impact on the product price that the final value of a single order is not significantly higher, despite buying more,
- Impulsive shopping is not that common anymore, and the average customer pays strong attention to how much they can spend online.
However, retailers should not underestimate the impact of Black Friday on their potential sales results. Last year’s sales feast results show, that the profit increase for the average Nethansa customer was obvious. The main difference though, is that its source lies in the greater number of completed orders, as you already found out in the previous point.
3. Our customers’ turnover generated during Black Friday 2023 was on average 100% higher than during other weekends.
Remove any doubts, about whether it pays off to try selling more during Black Friday. The maths in this case is as simple as it can get: the value of orders remained at a similar level as usual, but the number of completed orders was two times greater. The result? 100% more turnover.
4. The additional profit generated by Nethansa Platform’s dynamic pricing increased up to 3 times during Black Friday 2023 weekend
The effectiveness of the Nethansa Platform has been proven time and time again during the busiest sales periods of the year. It pays off to implement its dynamic pricing feature into your marketplace sales. Nethansa Platform analyses thousands of market offers to successfully determine a competitive price for our clients’ offers.
During Black Friday 2023, Nethansa Platform tripled the additional profit generated for an average customer using the dynamic pricing feature. This result means that those using the Platform were able to count on significantly more revenue than they had planned. This is an excellent result, given the huge increase in demand during this period.
5. Amazon.de was the most profitable marketplace for Nethansa’s customers during Black Friday 2023
For customers in some European countries, Amazon is one of the first sites they visit while shopping online. Nethansa’s customer data shows that Amazon’s oldest European marketplaces, such as amazon.de, amazon.co.uk and amazon.fr stand for the richest source of revenue.
Such a trend we have been observing with our customers for several years is being continued. During Black Friday 2023, Amazon.de was by far the most profitable marketplace. It should not come as a surprise that many entrepreneurs prefer to start their cross-border sales in Germany.
6. During Black Friday 2023 our customers shipped goods to 30 countries
Considering selling on Amazon, you need to be prepared to ship internationally. Certain marketplaces are not just used by local buyers. For example, when selling on Amazon.de, you need to be prepared to ship to customers in other countries such as Austria, Switzerland, and the Netherlands just to name a few.
Black Friday 2023 was no different in that matter. Our customers have faced the need to handle orders from 30 countries! In addition to the countries Amazon operates in, the shipping list included among the others Hungary, Lithuania, Latvia, Estonia, Denmark and Romania.
7. Home & Kitchen, Fashion & Beauty and Sports were the most popular categories during Black Friday 2023 amongst our customers
Nethansa works with customers who offer products in many different categories on Amazon and other marketplaces. The profile of the sellers in our portfolio certainly plays an important role, but this does not change the fact that home and kitchen, fashion and beauty, and sports products recorded great results during Black Friday 2023.
Even though sales of products strongly characterised by seasonal nature skyrocketed, they were not included in this overview. Such a decision was made in order not to distort the overall picture.
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