Weekly Digital Breakdown – 11.27.19
Weekly Digital Breakdown
Nov 27 2019
Brands Opt Out of Black Friday
While Black Friday is still one of the most anticipated shopping days of the year, a shift in consumer mindfulness may be reshaping post Thanksgiving shopping. As shoppers are becoming more conscious of sustainable products and environmental and social concerns, they are reflecting on how and when they make purchases. The result, a growing number of companies are boycotting Black Friday with an alternative message to consumers, the reason for the season is giving and that can take many forms.
REI blazed the trail for retailers closing on Black Friday. They have chosen to close all locations and instead, pay their employees to enjoy extra time with friends and family while also encouraging everyone to #getoutside. While their focus was initially on the extended holiday time for employees, their messaging resonated more widely and may have been the catalyst for other companies to follow suit.
Clothing company Everlane shifts its view from sales to the environment with their Black Friday Fund. Money raised is used to improve Everlane factory conditions around the globe. This year, the company is also pledging funds from every order placed on Friday to Oceana that will aid in the removal of plastic from beaches.
STATE bags is taking a different approach in place of a Black Friday blowout sale. This year, the company will be discounting their already affordable bags to encourage people to make their purchases have more meaning. The company, known for its #GiveBackPack program which hand-delivers a fully packed backpack to local children in need, will also be donating a portion of the weekend’s proceeds to local nonprofit organizations.
The excitement around Black Friday has definitely not lost its momentum, as many plan to use the day to check off their shopping list. However, companies are getting in the true spirit of the season and taking the opportunity to do something bigger than benefit themselves.
Mobile Dominates Holiday Shopping
As Thanksgiving approaches, shoppers are eager to get started. For the first time ever, online holiday shoppers are expected to predominantly use mobile devices to make their gift purchases this season. According to BillTrust, 51% of consumers plan to complete the majority of their shopping on a smartphone. While this has continued to be a growing trend, the report also highlighted the importance of payment options availability.
Many retailers have worked to prepare for the demand with increased partnerships with companies such as Alipay, Afterpay, Affirm, and Klarna to assist in the shopping experience. These services offer options such as interest-free payment plans for online shoppers.
Billtrust’s report also emphasized the continued shift toward touchless payments with the help of digital wallets or mobile payment apps. Consumers say they anticipate using these options more this holiday season with 60% of Americans indicating they expect to use some sort of touchless payment this shopping season. The increase in use extends across generations with 57% of Gen X and 51% of baby boomers saying they plan to use digital payment apps or mobile wallet to complete transactions.
The report also stresses the importance payment options plays on consumer perception. The lack of payment channels results in negative association and the potential loss of customers. On the contrary, 41% of consumers say their view of a brand improves with multiple payment options.
From payment choices to platform preferences, consumers are increasingly changing their online journey. More than ever, brands seem to be chasing an ever moving target for the optimal customer experience.
Frozen 2 Delivers Disney Magic
For marketers wondering about the power of social media, don’t just let it go. Social media is a powerful marketing machine that can boost your brand or product quickly as Disney recently proved its latest animated flick, “Frozen 2.”
Media buzz for the movie started on October 4th with Frozen Fan Fest. Audiences were offered a first look at movie inspired products such as t-shirts, backpacks, bed sheets, and pajamas. The announcement resulted in a huge boost in Frozen related online product searches, jumping 1,200% from September.
On the opening day for the much anticipated sequel, Disney’s social engagement numbers increased 95%, followed by a 6% boost the following day. Sales also saw a 400% increase year-over-year following the movie’s big debut.
In the days following, fan reviews for the movie remained mixed. Positive tweets declined 21% and negative tweets saw a 9% increase. However, all press is good press and conversations about the movie resulted in 1.4 million tweets during opening weekend alone.
Unlike previous Disney movies released on Thanksgiving Day, Frozen 2 was released a week prior due to the holiday’s later date this year. Fans were all too eager to fill the theaters and start shopping for Else inspired merchandise to put under the tree creating lasting social media buzz.
Despite the short holiday season this year, Frozen 2 still has a solid run left helping to drive merchandise sales. No matter what the weather in the next few weeks, the Frozen phenomenon is sure to continue.
