It’s not a surprise – for many retailers, their Christmas season performance is the decisive factor for the entire year’s financial success. This is particularly true for those selling tech and durable goods. While peak season sales embrace Black Friday, Cyber week, Christmas week and post-Christmas promotions, it’s increasingly difficult for retailers to set the right priorities for each of these events. To do so, they need the best intelligence on what is selling and when.
Each peak season is different
When it comes to Black Friday, Cyber week, Christmas week and post-Christmas sales, retailers need to know that each peak season is different. They must react to different consumer expectations and demands to succeed in the peak season sales. First, the size of the business opportunity must be considered. The fact that Black Friday week and the following week after it are responsible for more than double the revenue of an average week indicates where to focus most energy. Combined with a 16% growth compared to 2018, this sub-season is most crucial for securing revenues and margins.
The Christmas weeks (week 50 and 51) may have fallen behind Black Friday/Cyber week, but they still generate 45% more revenue than a usual week. However, relevance appears to be declining over time, for instance, in 2019 turnover was slightly below that posted in 2018.
The post-Christmas season (weeks 52 to 02) is different again. Here we see a 12% uplift versus an average week, with growth in 2019 amounting to almost 10% compared to 2018. Vouchers and gift cards – as well as having the time to shop – are key drivers of consumer demand during this time of the year.
The center of gravity keeps shifting to the Black Friday weeks, particularly for big-ticket item purchases. Every fifth Euro of the year is spent