Black Friday results promising for e-marketers

Written by  Chris Taylor Tuesday, 29 November 2011 16:49

Early results from this year's Black Friday and Cyber Monday suggest that online marketers will score success in the run up to Christmas.

The two days - deemed so important in the online shopping calendar that they have their own names - were incredibly successful with customers, according to data from IBM and Comscore.

IBM's analytics wing, cited by The Inquirer, found that there was a 24.3 per cent increase in online activity on Black Friday, with spending up by 39.3 per cent on last year.

Comscore meanwhile report that on the same day, 50 million US customers went online and spent and incredible $816 million; many of whom could have been enticed by the bulk email offers sent to them by retailers.

Cyber Monday on the other hand saw a record-breaking 226 million Americans surfing the web for bargains on electronics, toys, and clothes.

In a shift towards internet shopping independent of the PC, IBM Benchmark also noted that there was an 8.5 per cent increase in transactions from mobile devices this year, compared to 2010.

In addition, mobiles were also popular when looking for deals, with an extra 12 per cent preferring to seek them out on the go. This figure will be of note to web firms and email marketing agencies studying the effectiveness of their promotions on mobile devices.

Gian Fulgoni, chairman of Comscore said that despite bricks-and-mortar stores opening early, online retailers performed exceedingly well.

"With brick-and-mortar retail also reporting strong gains on Black Friday, it is clear that the heavy promotional activity had a positive impact on both channels," he remarked, according to MailOnline.