Christmas came early this year, with a number of online sale events drawing customers online during October and November. But, which event came out on top?
Black Friday and Click Frenzy are two of the biggest pre-Christmas shopping events, shifting the habits of consumers in the lead up to the festive season. In fact, research has shown that online retailers receive more traffic to their sites in October and November than they do in December.
This was definitely the case on November 13 and 14 (Click Frenzy), and again on Friday, November 23 (Black Friday), as shoppers flocked online to grab a bargain.
Data from Hitwise Australia has revealed that the average increase in total site visits was 17 percent higher during the week of Click Frenzy than it was during Black Friday. To put this into perspective, during Click Frenzy the top 30 retailers participating in the event experienced an average traffic uplift of 70.27 percent, while the average uplift in traffic for Aussie retailers during Black Friday was only 53.07 percent.
The Most Popular Sites During Click Frenzy 2018
Looking at the top 30 Click Frenzy participants, and comparing their site traffic from the three weeks before the event and the week of the event, luxury bedding and homewares e-tailer, Canningvale, experienced the biggest boost in traffic, with an increase of 355.10 percent during Click Frenzy. Under Armour also received an influx of eager customers, recording a 248.89 percent increase, while New Balance trailed behind with an increase of 161.98 percent.
Big names like Myer (+35.96 percent), Catch (+23.73 percent) and Country Road (+29.09 percent) also recorded increases, while Platypus Shoes and Peter Alexander saw increases of 137.80 and 122.82 percent respectively.
The Most Popular Sites During Black Friday 2018
According to Hitwise Australia, Australian retailers received a more subdued uplift in traffic on Black Friday, with the biggest increase going to Platypus Shoes with a boost of 200.67 percent, compared to the best performer in Click Frenzy, which saw an uplift of 355.10 percent.
Big brands that participated in Black Friday saw some of the best results, with Myer seeing an increase of 65.54 percent and Sony 41.99 percent.
What Does This Mean?
While Black Friday has certainly taken off in Australia in recent years, a lot of smaller Aussie brands are yet to see the same results as some of the bigger retailers that have more funds to spend on marketing and a greater capacity to offer worthwhile discounts. In fact, in the aftermath of Black Friday, retail management platform, Vend, reported that in-store spending dropped by 13 percent for small Aussie retailers during the Black Friday and Cyber Monday shopping weekend. The platform also recorded a 12 percent drop in the number of discounts offered by small retailers.
Click Frenzy, on the other hand, has grown in popularity since its inception in 2012, with the homegrown shopping event adding new initiatives and flash sales to its repertoire each November. As a local business, it focuses primarily on Australian retail brands, which could attribute to higher levels of engagement from consumers who are looking to shop independent.
Disclosure: Click Frenzy Pty Ltd is owned by Global Marketplace, the parent company of Power Retail.
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