It’s more than a week since the Black Friday craziness. We already have some statistics on the event, and influencer marketing proved to be more important than ever for that time of the year.
The day after Thanksgiving is the busiest day for retailers in the United States. The holiday heralds the start of the Christmas shopping season. Taking a look at the metrics and by observing marketers’ strategies for this big day, we see that influencers are an integral part of the marketing mix.
What has changed recently?
What once was a truly American tradition has quickly spread around the globe due to globalization and digitalization during the last decade. But Americans are still the best (and craziest?) Black Friday shoppers. To be fair they had decades of practice – in 1939 President Franklin Roosevelt officially changed the date of Thanksgiving to ensure a longer shopping season. The consumer society hit a new record with spending $5 billion in 24 hours on Black Friday. This is an increase of 16.9% in dollars spend compared to the prior year.
But the truly important aspect is that in-store foot traffic decreased about 4% while monetary value spent on Black Friday increased. Bigger retailers like Macy’s, who originally drove most sales on Black Friday in the first half of the 20th century, are now suffering due to the shift from in-store shoppers to online shoppers.
Additionally, mobile shopping made up 64% of shopping visits on Black Friday Weekend and a total of 43% of orders. Small-screen shopping is becoming more and more important for marketers.
Influencers As Right-Hand-Man For Retailers
The statistics emphasize how the consumer behavior is changing. Influencer marketing plays an increasing role in the customer decision journey. Influencers might be the right-hand-man for retailers to operate in the black. Consider the following two main reasons why influencers are even more important for promoting Black Friday deals:
- Customers tend to transact purchases rather quickly and increasingly rely on recommendations from influencers while doing online shopping
- People use social media to find the best Black Friday deals e.g. by using #blackfriday
The #blackfriday hashtag was used more than 72k times on Thanksgiving and Black Friday and more than 126k times during the entire week.
Statistics for #blackfriday hashtag
According to RewardStyle, influencers include 51% more products in their posts during the week of Black Friday. In comparison to any other day of the year, there were three times as many clicks from influencers’ content to retailer’s sites. So even if longer-term influencer partnership are becoming more important compared to one-time advertisements, one-time posts are still super-efficient for peak sales events.
How Influencer Marketing Makes Mobile Shopping Easy-Peasy
Influencers on a Black Friday are like your best friend on a shopping trip. They tell you where you need to go to get the latest trends and the best prices. Fashion and Lifestyle Influencer Shirley B. Eniang from London listed some discount codes on her blog and so did many other influencers as well.
More than 30% of the annual retail sales are made in-between Thanksgiving and Christmas. Influencers definitely bring joy to the world, or at least to the marketers, for making the cash tills ring with their sponsored postings.
Swedish influencer and designer Janni Delér partnered up with Gina Tricot for Black Friday and shared several stories on her Instagram channel on that day with discounts. And so did influencer Annijor who announced in a posting prior to Black Friday that her stories will be worth watching for shoppers on that day.
Instagram stories are a huge advantage for paid partnerships during this holiday season that had just started. Influencer Christine from Hello Fashion tells WWD what she noticed during Black Friday on her Instagram channel and the partners she promoted:
Instagram Stories allows us to organically say what’s on sale so easily. [It] really allows people to not make their content seem as ‘sale-sy’.
The swipe-up feature in Instagram stories make the buying process super easy for followers: they see it, they want it, they swipe up and buy it – easy peasy!
Most partnerships seemed to have focused on Instagram stories instead of postings. It’s the perfect feature for a one-day shopping marathon, having the discount codes disappear from Instagram Stories after 24 hours.
THE shopping day of the year – especially in the US – emphasizes the increasing shift to online AND (more importantly) mobile shopping among customers. More and more people use social media platforms to find the best deals online. This makes including influencers in the overall marketing strategy even more attractive as they are social media opinion leaders.
Many brands partner with influencers on that specific day which outlines the significance influencers play in the marketing mix.
Instagram Stories is a smart feature to implement for peak events like Black Friday as discount codes will disappear after 24 hours, which aligns perfectly with the main characteristic of Black Friday: special offers that are for a limited time. The “swipe up” function makes quick sales even easier, making those Black Friday purchases even faster.