Birchbox celebrates record Black Friday shopping period
Birchbox achieved its best ever trading month in November with revenue up 19% year-on-year.
In addition, the subscription beauty box retailer saw a 13% increase in sales across its Black Friday campaign compared to last year.
Birchbox said one of the main drivers of its success was the introduction of a “£5 shop” for a limited time. The offer enabled subscribers to shop for well known brands at the £5 price point as a ‘subscriber only’ perk. The site saw an increase in traffic by over 700% on the launch day of the promotion compared to the previous day.
The retailer said it also benefited from a strong social media strategy where it worked to deliver approachable content aimed at the casual beauty shopper.
Sally Scott, managing director of Birchbox UK, said; “We wanted to give our shoppers a really exciting, intuitive and guided experience this season. This year we have worked hard on integrating content throughout the site, to speak to our casual beauty consumers in a tone and level that makes shopping informative, guided and fun. November has been our best month ever and we look set to finish the year with double digit growth.”
