The home grown Aussie online shopping event versus America’s Thanksgiving colossus – which did Australian online shoppers prefer in 2017?
November 2017 was a huge month for e-commerce, with mega online shopping events Click Frenzy (November 14th) and Black Friday (November 24th) adding a huge boost to sales volumes during the month. Consumers were treated to an enormous range of offers from mid-November through the end of the Black Friday weekend, with plenty of records broken and huge volumes of transactions driving huge numbers of parcels.
Though the sales results and parcel volumes generated have yet to be determined, estimates indicate well over half a billion dollars in uplift from the duelling online shopping events in Australia during November.
Head to head, how did the two events stack up? In the blue corner, we had Click Frenzy, the young Aussie upstart, and in the red corner, we had Black Friday, the American heavyweight. So who won the clash?
According to data tracked by Hitwise, Click Frenzy topped Black Friday for online visits in 2017. According to Hitwise, on the 14th and 15th of November, during Click Frenzy, Shopping & Classifieds websites in Australia drew 78.25 million visits online, versus the Black Friday sales 24-25 November, with 69.85m visits.
Average Uplift During Click Frenzy
The Top 30 participating retailers in Click Frenzy saw an average uplift of 236% on the previous day, and an average uplift of 518% on the previous week. Sony saw a whopping 1271% increase in traffic over the day prior to Click Frenzy, and a 3453% increase on the Tuesday a week prior (albeit this was Melbourne Cup Day).
The average increase in traffic to Top 30 by growth on day prior during Click Frenzy 2017. Data provided by Hitwise.
Average Uplift During Black Friday
During Black Friday, the average uplift on the previous day was more subdued, according to Hitwise, with consumers favouring electronics retailers. Apple saw the highest increase with 76.4%, then JB Hi-Fi with 66% followed by EB Games at 59%.
For Australian retail brands, the signs are encouraging as consumers favour the local product. Evidence shows that Black Friday drives more purchases to overseas retailers, whereas Click Frenzy is an Australian-focused event predominately promoting Australian retail brands.
Disclosure: Click Frenzy Pty Ltd is owned by Global Marketplace, the parent company of Power Retail.