Cyber ​​Monday sales surge! How are orders and traffic trends during the peak season?

Cyber ​​Monday officially ended this afternoon. This year's Cyber ​​Monday sales were very impressive, with an estimated growth rate of 8.5%! Adobe even raised its sales forecast from 11.2 billion to 11.6 billion overnight!

And according to preliminary data, the average discount rate of goods has increased this year. The average discount rate of almost every category exceeds 20%, and the average discount rate of consumer electronics products has even reached 27%.

At the same time, offline shopping on the just-concluded Black Friday showed some weakness, with severe weather such as rain and snow in some parts of the United States, resulting in a lack of customers in offline shopping malls on Black Friday. Some offline retailers said that in previous years, the parking lots of their stores were full on Black Friday, and people had to queue for hours to enter the mall, but this year, the parking lots were not even 80% full.

Thanks to the weakness of offline sales, Cyber ​​​​1 this year was in full swing, and consumers who did not go shopping on Black Friday postponed their shopping plans to Cyber ​​​​1. The estimated sales of 11.6 billion broke the record of previous years and maintained a very gratifying growth rate, which is still very impressive even if the increase caused by inflation is excluded.

In short, sales have increased a lot in the past two days, but overall, traffic and orders in this year's peak season are still showing a trend of differentiation, no longer concentrated on the day of the event. Amazon's policy of extending the promotion period has aggravated this phenomenon. The proportion of Black Friday and Cyber ​​Monday sales in the entire peak season sales is also declining. In the past, we would say that the effect of LD flash sales is best on the same day, and it is recommended to cancel the schedule other than the same day. Now the traffic is dispersed in the daily shopping season, which means that we have to adapt to and explore the value of event scheduling again.

Then there is the work before and after the peak season. In the past, we would do our best to achieve better results on Black Friday and Cyber ​​Monday, and we would do our best to sprint before the event. However, after Black Friday and Cyber ​​Monday, the ranking and traffic would easily plummet, and the orders brought by the big promotion would come and go quickly. Now that the effect of the day is diluted throughout the entire event week, the long-term operation method can be put on the table, using more stable optimization and promotion strategies to maintain a relatively good level during the entire event week (rather than using too much effort and rushing too high at once). In this way, after the event, there will be no cliff-like drop in ranking and traffic, and it can return to normal traffic and orders at a relatively gentle trend.