The IT provider in the field of performance marketing Admitad evaluated the online orders on Black Friday and Cyber Monday in Germany and came to the conclusion that both sales days went better than expected.
Specifically, online orders increased by 59 percent and spending by 41 percent compared to the previous period, with apparel, electronics and housewares being the most popular categories; Orders for beauty products fell significantly. Cashback services and content websites were particularly popular.
Fashion and housewares are up
This year, the fashion (including clothing, accessories, shoes and watches) and home and garden categories overtook the electronics and smartphones category, which previously held the top spot in the rankings.
“However, the mere fact that the growth is taking place in the current economic climate and with rising inflation bodes well for the digital economy. Users will continue to place online orders if they are interested and get a good deal. A 23 percent increase in clicks on branded websites and marketplaces during the sale week serves as proof of this,” Admitad said in a statement.
Black Friday tops week
Gross merchandise volume of orders increased 53 percent on Black Friday, compared to 41 percent for the rest of the week. This means that Black Friday remains the main sales day when customers are most likely to make their largest purchases.
“This can be attributed to psychological factors, as well as the fact that brands and marketplaces themselves offered the biggest discounts on expensive goods on Fridays to fully engage their audiences during marketing campaigns,” explains Admitad.
Affiliate websites and stores score
The performance marketing provider estimates that content websites and online media drove more than 23 percent of all global sales this year. Cashback service users accounted for another 20.3 percent of orders, or 14.4 percent of affiliate site visitors and more than 9 percent of coupon users. Brands generated another 8.6 percent of revenue from contextual advertising and 8.2 percent from social media.
Affiliate stores played an even more important role for local German consumers, who accounted for more than 30 percent of all purchases in the country. Mobile apps also saw higher purchase activity.