Getting ready for the most digital Black Friday ever

October 12, 2020

n 2020, Black Friday arrives in a completely different scenario from previous years. A survey conducted in the United States by Incisiv shows that Covid-19 has permanently impacted consumer behaviour, accelerating the evolution of omnichannel service and making e-commerce fundamental. The results indicate that this year’s Black Friday should be the most digital in history.

According to the survey, 80% of shoppers expect to increase online shopping and curbside pickup over the next six months and 90% of shoppers prefer home delivery over a store visit.

To help companies that want to increase sales during this Digital Black Friday, Google has prepared a week of online lectures, held throughout the first week of October. The main recommendation for these companies is to consider the shopping experience in all its stages and moments, and not consider Black Friday just as a single day or a week.

See below the main trends for e-commerce according to Google.

74% increase in cashback interest

According to Google, the consumer is more interested in discounts for coupons and cashback. Interest in terms related to cashback grows by 74% year on year, compared to 30% year-over-year on coupons.

Low price is still a priority

The price of the product remains the main criterion for consumers during the purchase decision. Google indicated a 38% increase in searches for “promotions” between April and July compared to the same period last year.

The delivery matters

In times of virtual commerce and consumer preference for fast deliveries, free and express shipment remain a major competitive advantage. The search engine also highlighted the growth of the “click & collect” method, which allows consumers to speed up the process of having their products on hand.

Diversification of products

Google predicts this holiday as a date where consumers will be more flexible with new products, brands and categories. The company also expects a significant increase in the search for food and beverages.

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