Who’s the leading e-commerce brand post Black Friday 2021?
In 2020, despite the global pandemic, Black Friday itself saw a 38% increase compared to 2019 and the eight-day Black Friday week (Monday 23 – Monday 30 November 2020) grew by 30%.
It’s clear that this year was no exception to the trend of Black Friday and Cyber Monday sales starting even sooner in the month. It felt necessary to start creating excitement around any offers as early as possible. The cost per click (CPC) and per website visitor increased nearly tenfold, as it was extremely expensive to acquire customers during this time.
The Digital Marketing Intelligence Platform, BOSCO™, scored 30 leading e-commerce retailers in the UK, for the months of November and December – pre and post Black Friday sales.
The BOSCO™ Index is a measure of a retailer’s online footprint and how effective they are in paid and organic search. Find out who topped the table and who fell from poll position.
Staying firmly at the top throughout November and December is New Balance, a brand who has dominated 2020 with consistent sales and a solid brand with multiple collaborations throughout a global pandemic.
New Balance announced several brand ambassadors at the end of 2021, including Hailey Bieber and model Emily Ratajkowski. Their Black Friday and Cyber Week sale was for a limited time only, creating urgency and FOMO for those who missed out on the deals.
Sustainable maternity clothing brand Isabella Oliver moved up 10 places to second. Shifting away led focus of Black Friday, Isabella Oliver swapped deals for good deeds and donated profits to charity.
Over the shopping period, from Black Friday to Cyber Monday, Isabella Oliver boycotted consumerism and partnered with a different charity each day, donating all profits to social causes in the UK.
Marks and Spencer’s moved into the top 5, despite not ‘officially’ taking part in a Black Friday sale. Instead, the retailer ran a series of flash deals for 24 hours.
Commend to Game who moved up 28 points into 13th place and Very who gained 14 points on their Index, offering deals across fashion, tech and home with free delivery and click and collect options.
Download the full 30 Black Friday league table.
