Black Friday vs Cyber Monday: Which day is better for ecommerce brands?

Written on September 6, 2024. Posted in Ecommerce.

As the holiday shopping season approaches, ecommerce brands prepare for the biggest sales events of the year: Black Friday and Cyber Monday.

Both days offer incredible opportunities to:

boost sales,
attract new customers, and
clear out inventory.

But when it comes down to it, which day is better for your business, and can you do only one?

The origins: Black Friday vs Cyber Monday

Black Friday has been around for decades, traditionally marking the start of the holiday shopping season the day after Thanksgiving in the United States. It’s synonymous with doorbuster deals, crowded stores, and a shopping frenzy increasingly moving online.

Did you notice the online shift?

Cyber Monday is a more recent creation. It was introduced in 2005 as the online counterpart to Black Friday, catering to consumers who preferred to shop from the comfort of their homes. With the rise of ecommerce, Cyber Monday quickly became a major shopping event in its own right, often featuring exclusive online deals.

Audience and shopping behavior

When comparing Black Friday vs Cyber Monday, it’s essential to consider who your target audience is and how they prefer to shop.

Black Friday consumers often look for big-ticket items—electronics, appliances, and other high-value products. They are expecting a discount or a good deal. They’re willing to wake up early, stand in lines, or refresh their browsers until they get that perfect deal. If your ecommerce store specializes in products with a higher price point, don’t be quiet on Black Friday. Take a look at expected Black Friday trends for this year.

Cyber Monday tends to attract a different crowd. These shoppers usually buy tech gadgets, fashion items, and smaller gifts. They appreciate the convenience of shopping online and often look for deals they missed on Black Friday.

Online and offline

In recent years, Black Friday has consistently brought in more revenue overall, thanks to its combination of in-store and online sales. While in-store shopping remains strong, the online part of Black Friday is increasing every year.

Cyber Monday, remains the biggest single online shopping day. The focus on ecommerce during Cyber Monday allows brands to target online-only shoppers and those looking for last-minute deals.

Marketing strategies for both days

If you have to choose from Black Friday vs Cyber Monday, remember that your marketing strategy needs to align with the strengths of each day. But if you maximize your presence on both days and beyond, you might have the most successful season ever.

Take a look at some strategies for each (but we’re preparing a whole holiday sales plan).

Black Friday strategy

Start your Black Friday promotions early to build anticipation. Use email marketing, social media, and paid ads to tease your deals.

Consumers expect deep discounts and limited-time offers on Black Friday. Highlight these deals on your website and in your marketing materials.

If you have a physical store, integrate your online and offline promotions. Offer in-store pickup for online orders or exclusive in-store deals to drive foot traffic.

Cyber Monday strategy

Emphasize the ease of shopping from home and the exclusive nature of your online deals. Consider offering free shipping or extended return policies to sweeten the deal.

Promote products that are easy to buy online, such as tech gadgets, accessories, and fashion items. Bundle products to increase average order value.

Cyber Monday shoppers are often repeat customers. Use data from previous purchases to send personalized recommendations and discounts.

Not just a weekend of sales

While we’ve compared Black Friday vs Cyber Monday, no rule says you have to choose one over the other.

Many ecommerce brands turn the entire weekend into a sales event, often starting on Thanksgiving Day and extending through Cyber Monday. By spreading your efforts across both days—and even beyond—you can capture them all (customers, of course).

We’re preparing a unique Holiday Sales Planning Guide and can’t wait to show you how to get the maximum out of this holiday shopping season! SOON!