Holiday Hysteria: Plan For Perfection But Prepare For Pandemonium
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HOLIDAY HYSTERIA: Plan For Perfec8on But Prepare For
Pandemonium Presented by Sponsored by
#HolidayCCS
About Holiday CCS 2014
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Today’s Panelists
Jim Davidson Director of Research, Bronto Software
Alicia Fiorletta Senior Editor, Retail TouchPoints
MODERATOR
Holiday Hysteria: Plan For Perfection But Prepare For Pandemonium
Jim Davidson Director of Research @JimSaidIt #HolidayCCS bronto.com/holidays
Today ééé -‐73 Days
Today ééé -‐73 Days
+73 Days êêê
Caffeinating the Consumer
Caffeinating the Consumer
Caffeinating the Consumer
Caffeinating the Consumer
Caffeinating the Consumer
Caffeinating the Consumer
Today
Stores Open GiEs Under $20 Shop by Price Doorbusters GiE Guides Online Only
Stores Open Late Days of Saving
Stores Closed Shop for Him/Her
Guaranteed Delivery
Shipping Deadlines In-‐Store Only GiE Cards Flash Sale
But I Don’t Wanna!!!
Thanksgiving, Black Friday & Cyber Monday Sales
$633
$1,042
$1,465
$766
$1,198
$1,735
Thanksgiving Day (Nov. 28) Black Friday (Nov. 29) Cyber Monday (Dec. 2)
2012 2013 comScore, 2013
TG, BF, CM Sales: Year-Over-Year Changes
comScore, 2013
32%
28%
17%
21%
15% 18%
Thanksgiving Day (Nov. 28) Black Friday (Nov. 29) Cyber Monday (Dec. 2)
2011-12 Change 2012-13 Change
TG, BF, CM Sales: Year-Over-Year Changes
comScore, 2013
32%
28%
17%
21%
15% 18%
Thanksgiving Day (Nov. 28) Black Friday (Nov. 29) Cyber Monday (Dec. 2)
2011-12 Change 2012-13 Change
TG, BF, CM Sales: Year-Over-Year Changes
comScore, 2013
32%
28%
17%
21%
15% 18%
Thanksgiving Day (Nov. 28) Black Friday (Nov. 29) Cyber Monday (Dec. 2)
2011-12 Change 2012-13 Change
Thanksgiving
Thanksgiving
Black Friday
Thanksgiving
Black Friday
Cyber Monday
Thanksgiving
Thanksgiving 2013 Trends: 180 Days Out
0%
5%
10%
15%
20%
25%
-‐180
-‐176
-‐172
-‐168
-‐164
-‐160
-‐156
-‐152
-‐148
-‐144
-‐140
-‐136
-‐132
-‐128
-‐124
-‐120
-‐116
-‐112
-‐108
-‐104
-‐100
-‐96
-‐92
-‐88
-‐84
-‐80
-‐76
-‐72
-‐68
-‐64
-‐60
-‐56
-‐52
-‐48
-‐44
-‐40
-‐36
-‐32
-‐28
-‐24
-‐20
-‐16
-‐12 -‐8
-‐4 0 4 8 12
16
20
24
28
32
2011
Thanksgiving 2013 Trends: 180 Days Out
0%
5%
10%
15%
20%
25%
-‐180
-‐176
-‐172
-‐168
-‐164
-‐160
-‐156
-‐152
-‐148
-‐144
-‐140
-‐136
-‐132
-‐128
-‐124
-‐120
-‐116
-‐112
-‐108
-‐104
-‐100
-‐96
-‐92
-‐88
-‐84
-‐80
-‐76
-‐72
-‐68
-‐64
-‐60
-‐56
-‐52
-‐48
-‐44
-‐40
-‐36
-‐32
-‐28
-‐24
-‐20
-‐16
-‐12 -‐8
-‐4 0 4 8 12
16
20
24
28
32
2011 2012
Thanksgiving 2013 Trends: 180 Days Out
0%
5%
10%
15%
20%
25%
-‐180
-‐176
-‐172
-‐168
-‐164
-‐160
-‐156
-‐152
-‐148
-‐144
-‐140
-‐136
-‐132
-‐128
-‐124
-‐120
-‐116
-‐112
-‐108
-‐104
-‐100
-‐96
-‐92
-‐88
-‐84
-‐80
-‐76
-‐72
-‐68
-‐64
-‐60
-‐56
-‐52
-‐48
-‐44
-‐40
-‐36
-‐32
-‐28
-‐24
-‐20
-‐16
-‐12 -‐8
-‐4 0 4 8 12
16
20
24
28
32
2011 2012 2013
Thanksgiving 2013 Trends: 180 Days Out
0%
5%
10%
15%
20%
25%
-‐180
-‐176
-‐172
-‐168
-‐164
-‐160
-‐156
-‐152
-‐148
-‐144
-‐140
-‐136
-‐132
-‐128
-‐124
-‐120
-‐116
-‐112
-‐108
-‐104
-‐100
-‐96
-‐92
-‐88
-‐84
-‐80
-‐76
-‐72
-‐68
-‐64
-‐60
-‐56
-‐52
-‐48
-‐44
-‐40
-‐36
-‐32
-‐28
-‐24
-‐20
-‐16
-‐12 -‐8
-‐4 0 4 8 12
16
20
24
28
32
2011 2012 2013
Thanksgiving 2013 Trends: 30 Days Out
0%
5%
10%
15%
20%
25%
-‐30 -‐29 -‐28 -‐27 -‐26 -‐25 -‐24 -‐23 -‐22 -‐21 -‐20 -‐19 -‐18 -‐17 -‐16 -‐15 -‐14 -‐13 -‐12 -‐11 -‐10 -‐9 -‐8 -‐7 -‐6 -‐5 -‐4 -‐3 -‐2 -‐1 0 1 2 3 4
2011
Thanksgiving 2013 Trends: 30 Days Out
0%
5%
10%
15%
20%
25%
-‐30 -‐29 -‐28 -‐27 -‐26 -‐25 -‐24 -‐23 -‐22 -‐21 -‐20 -‐19 -‐18 -‐17 -‐16 -‐15 -‐14 -‐13 -‐12 -‐11 -‐10 -‐9 -‐8 -‐7 -‐6 -‐5 -‐4 -‐3 -‐2 -‐1 0 1 2 3 4
2011 2012
Thanksgiving 2013 Trends: 30 Days Out
0%
5%
10%
15%
20%
25%
-‐30 -‐29 -‐28 -‐27 -‐26 -‐25 -‐24 -‐23 -‐22 -‐21 -‐20 -‐19 -‐18 -‐17 -‐16 -‐15 -‐14 -‐13 -‐12 -‐11 -‐10 -‐9 -‐8 -‐7 -‐6 -‐5 -‐4 -‐3 -‐2 -‐1 0 1 2 3 4
2011 2012 2013
Thanksgiving 2013 Trends: 30 Days Out
0%
5%
10%
15%
20%
25%
-‐30 -‐29 -‐28 -‐27 -‐26 -‐25 -‐24 -‐23 -‐22 -‐21 -‐20 -‐19 -‐18 -‐17 -‐16 -‐15 -‐14 -‐13 -‐12 -‐11 -‐10 -‐9 -‐8 -‐7 -‐6 -‐5 -‐4 -‐3 -‐2 -‐1 0 1 2 3 4
2011 2012 2013
• Earlier buzz • YoY references dip Thanksgiving Week • 2013 midway between previous years
Thanksgiving References: Year-Over Year Changes
0.0%
-0.9%
0.0%
-2.3%
0.0% 0.0% 0.0%
0.7%
-1.6%
0.2%
-0.2%
0.0%
-0.4%
-1.6%
-0.9% -1.3%
0.7% 1.3%
5.0%
0.0%
1.3%
-1.5%
0.7%
-1.4%
0.4%
-1.4% -1.5% -1.7% -1.7%
-3.6%
-6.1%
-1.2%
-1.9%
-0.3%
• Stronger early push
• Bigger bumps -10 Days
• More dedicated emails on Thanksgiving Day
2012
vs
2011
Thanksgiving References: Year-Over Year Changes
0.0%
-0.9%
0.0%
-2.3%
0.0% 0.0% 0.0%
0.7%
-1.6%
0.2%
-0.2%
0.0%
-0.4%
-1.6%
-0.9% -1.3%
0.7% 1.3%
5.0%
0.0%
1.3%
-1.5%
0.7%
-1.4%
0.4%
-1.4% -1.5% -1.7% -1.7%
-3.6%
-6.1%
-1.2%
-1.9%
-0.3%
0.5%
0.0% 0.0% 0.0% 0.0%
1.1%
1.9%
0.3%
1.9%
0.8%
-0.5%
0.7%
2.4%
1.6%
0.5%
-0.6% -0.2%
0.3%
-3.5%
-1.4%
1.4%
-1.0%
1.0%
-1.2%
1.9%
1.1%
-0.3% -0.2%
-1.7%
1.1%
3.5%
-0.3%
0.1%
1.8%
-30 -29 -28 -27 -26 -25 -24 -23 -22 -21 -20 -19 -18 -17 -16 -15 -14 -13 -12 -11 -10 -9 -8 -7 -6 -5 -4 -3 -2 -1 0 1 2 3
• Stronger early push
• Bigger bumps -10 Days
• More dedicated emails on Thanksgiving Day
2012
vs
2011
20
13 v
s 20
12
Thanksgiving References: Year-Over Year Changes
0.0%
-0.9%
0.0%
-2.3%
0.0% 0.0% 0.0%
0.7%
-1.6%
0.2%
-0.2%
0.0%
-0.4%
-1.6%
-0.9% -1.3%
0.7% 1.3%
5.0%
0.0%
1.3%
-1.5%
0.7%
-1.4%
0.4%
-1.4% -1.5% -1.7% -1.7%
-3.6%
-6.1%
-1.2%
-1.9%
-0.3%
0.5%
0.0% 0.0% 0.0% 0.0%
1.1%
1.9%
0.3%
1.9%
0.8%
-0.5%
0.7%
2.4%
1.6%
0.5%
-0.6% -0.2%
0.3%
-3.5%
-1.4%
1.4%
-1.0%
1.0%
-1.2%
1.9%
1.1%
-0.3% -0.2%
-1.7%
1.1%
3.5%
-0.3%
0.1%
1.8%
-30 -29 -28 -27 -26 -25 -24 -23 -22 -21 -20 -19 -18 -17 -16 -15 -14 -13 -12 -11 -10 -9 -8 -7 -6 -5 -4 -3 -2 -1 0 1 2 3
• Stronger early push
• Bigger bumps -10 Days
• More dedicated emails on Thanksgiving Day
2012
vs
2011
20
13 v
s 20
12
Early November Thanksgiving Promotions Nov 9 SL: “Thanksgiving sale PLUS 20% off everything” Nov 22 SL: “Extra 25% OFF Thanksgiving Preview Sale! Order
Early for A Stress-Free Holiday”
Thanksgiving Day: Email Volume
0%
2%
4%
6%
8%
10%
12%
12 AM
01 AM
02 AM
03 AM
04 AM
05 AM
06 AM
07 AM
08 AM
09 AM
10 AM
11 AM
12 PM
01 PM
02 PM
03 PM
04 PM
05 PM
06 PM
07 PM
08 PM
09 PM
10 PM
11 PM
2011 2012 2013
Thanksgiving Day: Email Volume
0%
2%
4%
6%
8%
10%
12%
12 AM
01 AM
02 AM
03 AM
04 AM
05 AM
06 AM
07 AM
08 AM
09 AM
10 AM
11 AM
12 PM
01 PM
02 PM
03 PM
04 PM
05 PM
06 PM
07 PM
08 PM
09 PM
10 PM
11 PM
2011 2012 2013
Thanksgiving Day: Email Volume
0%
2%
4%
6%
8%
10%
12%
12 AM
01 AM
02 AM
03 AM
04 AM
05 AM
06 AM
07 AM
08 AM
09 AM
10 AM
11 AM
12 PM
01 PM
02 PM
03 PM
04 PM
05 PM
06 PM
07 PM
08 PM
09 PM
10 PM
11 PM
2011 2012 2013
Thanksgiving Day: Email Volume
0%
2%
4%
6%
8%
10%
12%
12 AM
01 AM
02 AM
03 AM
04 AM
05 AM
06 AM
07 AM
08 AM
09 AM
10 AM
11 AM
12 PM
01 PM
02 PM
03 PM
04 PM
05 PM
06 PM
07 PM
08 PM
09 PM
10 PM
11 PM
2011 2012 2013
Thanksgiving Day Email Volume: YoY Changes
+0.5%
-2.6%
-0.6%
-1.7%
+0.2%
-2.2%
-3.5%
+3.4%
+1.1%
-0.2% -0.6%
-0.1%
+0.8% +1.2%
-0.9%
+1.5%
-2.8%
+0.4%
+5.0%
+0.8% +0.3%
-0.9%
+0.2%
+0.8%
-5%
-3%
-1%
1%
3%
5%
12AM
01AM
02AM
03AM
04AM
05AM
06AM
07AM
08AM
09AM
10AM
11AM
12PM
01PM
02PM
03PM
04PM
05PM
06PM
07PM
08PM
09PM
10PM
11PM
Thanksgiving Day Email Volume: YoY Changes
+0.5%
-2.6%
-0.6%
-1.7%
+0.2%
-2.2%
-3.5%
+3.4%
+1.1%
-0.2% -0.6%
-0.1%
+0.8% +1.2%
-0.9%
+1.5%
-2.8%
+0.4%
+5.0%
+0.8% +0.3%
-0.9%
+0.2%
+0.8%
-5%
-3%
-1%
1%
3%
5%
12AM
01AM
02AM
03AM
04AM
05AM
06AM
07AM
08AM
09AM
10AM
11AM
12PM
01PM
02PM
03PM
04PM
05PM
06PM
07PM
08PM
09PM
10PM
11PM
Thanksgiving Early AM
7am SL: “50% Off One Item! Happy Thanksgiving!”
Thanksgiving Early AM
7am SL: “50% Off One Item! Happy Thanksgiving!”
7am SL: “Online Exclusive - Enjoy up to 20% Off During our Thanksgiving Sale + Enjoy 30% Off Select Men's and Women's Sweaters”
Thanksgiving Early AM
7am SL: “50% Off One Item! Happy Thanksgiving!”
7am SL: “Online Exclusive - Enjoy up to 20% Off During our Thanksgiving Sale + Enjoy 30% Off Select Men's and Women's Sweaters”
Thanksgiving Evening 6:05pm SL: “Psst! 50% OFF Everything + FREE Ship, No Min Starts TONIGHT!”
6:40pm SL: “Black Friday Starts NOW! Get 50% Off Everything + Freebies!”
Thanksgiving Evening 6:05pm SL: “Psst! 50% OFF Everything + FREE Ship, No Min Starts TONIGHT!”
6:40pm SL: “Black Friday Starts NOW! Get 50% Off Everything + Freebies!”
Store hours? Store Locators?
Thanksgiving Day: Emails Sent per Retailer
0
0.5
1
1.5
2
Thanksgiving Black Friday Cyber Monday
2011 2012 2013
Thanksgiving Day: Emails Sent per Retailer
82%
17%
1% 1%
71%
27%
1% 0%
68%
26%
4% 2%
1 2 3 4
2011 2012 2013
Thanksgiving Day: Emails Sent per Retailer
82%
17%
1% 1%
71%
27%
1% 0%
68%
26%
4% 2%
1 2 3 4
2011 2012 2013
Thanksgiving Day: Emails Sent per Retailer
82%
17%
1% 1%
71%
27%
1% 0%
68%
26%
4% 2%
1 2 3 4
2011 2012 2013
A 4-Email Thanksgiving Sent From Subject Line
06:12 AM Jos. A. Bank Happy Thanksgiving -‐ Enjoy Over 30 BLACK FRIDAY DOORBUSTERS Today with FREE Shipping, No Minimum! 10:40 AM Jos. A. Bank Select from Over 30 DOORBUSTERS Plus Enjoy FREE Shipping, No Minimum! 03:32 PM Jos. A. Bank FREE Shipping, No Minimum on BLACK FRIDAY DOORBUSTERS 07:43 PM Jos. A. Bank Enjoy Incredible Black Friday Prices Now -‐ with FREE Shipping, No Minimum!
A 4-Email Thanksgiving Sent From Subject Line
06:12 AM Jos. A. Bank Happy Thanksgiving -‐ Enjoy Over 30 BLACK FRIDAY DOORBUSTERS Today with FREE Shipping, No Minimum! 10:40 AM Jos. A. Bank Select from Over 30 DOORBUSTERS Plus Enjoy FREE Shipping, No Minimum! 03:32 PM Jos. A. Bank FREE Shipping, No Minimum on BLACK FRIDAY DOORBUSTERS 07:43 PM Jos. A. Bank Enjoy Incredible Black Friday Prices Now -‐ with FREE Shipping, No Minimum!
Black Friday
Black Friday 2013 Trends: 180 Days Out
0%
10%
20%
30%
40%
50%
-‐181
-‐177
-‐173
-‐169
-‐165
-‐161
-‐157
-‐153
-‐149
-‐145
-‐141
-‐137
-‐133
-‐129
-‐125
-‐121
-‐117
-‐113
-‐109
-‐105
-‐101
-‐97
-‐93
-‐89
-‐85
-‐81
-‐77
-‐73
-‐69
-‐65
-‐61
-‐57
-‐53
-‐49
-‐45
-‐41
-‐37
-‐33
-‐29
-‐25
-‐21
-‐17
-‐13 -‐9
-‐5
-‐1 3 7 11
15
19
23
27
31
2011 2012
Black Friday 2013 Trends: 180 Days Out
0%
10%
20%
30%
40%
50%
-‐181
-‐177
-‐173
-‐169
-‐165
-‐161
-‐157
-‐153
-‐149
-‐145
-‐141
-‐137
-‐133
-‐129
-‐125
-‐121
-‐117
-‐113
-‐109
-‐105
-‐101
-‐97
-‐93
-‐89
-‐85
-‐81
-‐77
-‐73
-‐69
-‐65
-‐61
-‐57
-‐53
-‐49
-‐45
-‐41
-‐37
-‐33
-‐29
-‐25
-‐21
-‐17
-‐13 -‐9
-‐5
-‐1 3 7 11
15
19
23
27
31
2011 2012 2013
Black Friday 2013 Trends: 30 Days Out
0%
10%
20%
30%
40%
50%
-‐30 -‐29 -‐28 -‐27 -‐26 -‐25 -‐24 -‐23 -‐22 -‐21 -‐20 -‐19 -‐18 -‐17 -‐16 -‐15 -‐14 -‐13 -‐12 -‐11 -‐10 -‐9 -‐8 -‐7 -‐6 -‐5 -‐4 -‐3 -‐2 -‐1 0 1 2 3
2011 2012 2013
Black Friday 2013 Trends: 30 Days Out
0%
10%
20%
30%
40%
50%
-‐30 -‐29 -‐28 -‐27 -‐26 -‐25 -‐24 -‐23 -‐22 -‐21 -‐20 -‐19 -‐18 -‐17 -‐16 -‐15 -‐14 -‐13 -‐12 -‐11 -‐10 -‐9 -‐8 -‐7 -‐6 -‐5 -‐4 -‐3 -‐2 -‐1 0 1 2 3
2011 2012 2013
Black Friday References: Year-Over Year Changes
1% 0%
-1%
0% 0% 0% 0%
0%
0% 0% 1%
1% 1% 1%
0% -1%
2% 1%
-1%
1% 1%
1%
5%
2% 2%
0%
1%
-2%
8%
-1%
0%
7%
-1%
0%
2012
vs
2011
• More stable rumble
• Steady march to actual day
• Sharper post-BF decline
Black Friday References: Year-Over Year Changes
1% 0%
-1%
0% 0% 0% 0%
0%
0% 0% 1%
1% 1% 1%
0% -1%
2% 1%
-1%
1% 1%
1%
5%
2% 2%
0%
1%
-2%
8%
-1%
0%
7%
-1%
0%
-1%
0%
0%
0% 1%
1% 1%
-1%
1%
-1% -1% -1%
0% 1%
0% 1%
2%
1%
2% 1%
0%
3% 3% 3%
7%
5%
8%
9% 8%
0%
1% 1%
-2%
0%
-30 -29 -28 -27 -26 -25 -24 -23 -22 -21 -20 -19 -18 -17 -16 -15 -14 -13 -12 -11 -10 -9 -8 -7 -6 -5 -4 -3 -2 -1 0 1 2 3
2012
vs
2011
20
13 v
s 20
12
• More stable rumble
• Steady march to actual day
• Sharper post-BF decline
Black Friday References: Year-Over Year Changes
1% 0%
-1%
0% 0% 0% 0%
0%
0% 0% 1%
1% 1% 1%
0% -1%
2% 1%
-1%
1% 1%
1%
5%
2% 2%
0%
1%
-2%
8%
-1%
0%
7%
-1%
0%
-1%
0%
0%
0% 1%
1% 1%
-1%
1%
-1% -1% -1%
0% 1%
0% 1%
2%
1%
2% 1%
0%
3% 3% 3%
7%
5%
8%
9% 8%
0%
1% 1%
-2%
0%
-30 -29 -28 -27 -26 -25 -24 -23 -22 -21 -20 -19 -18 -17 -16 -15 -14 -13 -12 -11 -10 -9 -8 -7 -6 -5 -4 -3 -2 -1 0 1 2 3
2012
vs
2011
20
13 v
s 20
12
• More stable rumble
• Steady march to actual day
• Sharper post-BF decline
Early November Black Friday Emails Nov 1 SL: “Online Only: Shop Early Black Friday & Save Up To 40%!”
Early November Black Friday Emails Nov 1 SL: “Online Only: Shop Early Black Friday & Save Up To 40%!”
Early November Black Friday Emails Nov 1 SL: “Online Only: Shop Early Black Friday & Save Up To 40%!” Nov 3 SL: “Let's Fast-Forward to BLACK FRIDAY Savings!”
Early November Black Friday Emails Nov 1 SL: “Online Only: Shop Early Black Friday & Save Up To 40%!” Nov 3 SL: “Let's Fast-Forward to BLACK FRIDAY Savings!”
Black Friday: Email Volume
0%
5%
10%
12 AM
01 AM
02 AM
03 AM
04 AM
05 AM
06 AM
07 AM
08 AM
09 AM
10 AM
11 AM
12 PM
01 PM
02 PM
03 PM
04 PM
05 PM
06 PM
07 PM
08 PM
09 PM
10 PM
11 PM
2011 2012 2013
Black Friday: Email Volume
0%
5%
10%
12 AM
01 AM
02 AM
03 AM
04 AM
05 AM
06 AM
07 AM
08 AM
09 AM
10 AM
11 AM
12 PM
01 PM
02 PM
03 PM
04 PM
05 PM
06 PM
07 PM
08 PM
09 PM
10 PM
11 PM
2011 2012 2013
Black Friday: Email Volume
0%
5%
10%
12 AM
01 AM
02 AM
03 AM
04 AM
05 AM
06 AM
07 AM
08 AM
09 AM
10 AM
11 AM
12 PM
01 PM
02 PM
03 PM
04 PM
05 PM
06 PM
07 PM
08 PM
09 PM
10 PM
11 PM
2011 2012 2013
Black Friday: Email Volume
0%
5%
10%
12 AM
01 AM
02 AM
03 AM
04 AM
05 AM
06 AM
07 AM
08 AM
09 AM
10 AM
11 AM
12 PM
01 PM
02 PM
03 PM
04 PM
05 PM
06 PM
07 PM
08 PM
09 PM
10 PM
11 PM
2011 2012 2013
Black Friday Email Volume: YoY Changes
-1.2%
-1.8% -1.6%
+1.5%
-1.9%
-0.1%
+0.4%
+0.8%
-0.6%
+2.7%
-0.2% -0.3%
+1.5%
-2.3%
-0.2%
+1.9% +1.8%
0.0%
+0.5% +0.7%
-0.4% -0.3% -0.3% -0.6%
-3%
-2%
-1%
0%
1%
2%
3%
12AM
01AM
02AM
03AM
04AM
05AM
06AM
07AM
08AM
09AM
10AM
11AM
12PM
01PM
02PM
03PM
04PM
05PM
06PM
07PM
08PM
09PM
10PM
11PM
Black Friday Email Volume: YoY Changes
-1.2%
-1.8% -1.6%
+1.5%
-1.9%
-0.1%
+0.4%
+0.8%
-0.6%
+2.7%
-0.2% -0.3%
+1.5%
-2.3%
-0.2%
+1.9% +1.8%
0.0%
+0.5% +0.7%
-0.4% -0.3% -0.3% -0.6%
-3%
-2%
-1%
0%
1%
2%
3%
12AM
01AM
02AM
03AM
04AM
05AM
06AM
07AM
08AM
09AM
10AM
11AM
12PM
01PM
02PM
03PM
04PM
05PM
06PM
07PM
08PM
09PM
10PM
11PM
Black Friday Peak Hours
From Subject Line TigerDirect.com Take $30 Off Your Order + 100 More Black Friday Deals Added UlXmate Outlet Up to 90% Off Black Friday Special! Shop PBS Black Friday Savings: 20% Off + Free Shipping! Casa.com site Black Friday deals | 15% -‐ 60% off cookware, decor, storage, bedding & more Burts Bees FREE Body Bar with your $20 Black Friday purchase! Cooking.com Black Friday Blow-‐Out!
9am
Black Friday Peak Hours
From Subject Line Linens-‐N-‐Things Last Chance to Save on Black Friday Deals | Croscill Bedding Sets Overstock.com FINAL HOURS BLACK FRIDAY -‐ 15% off Coupon Sephora Black Friday Online Deals -‐ all weekend long! Target.com TODAY ONLY: Black Friday Sale now + 20% off coupon later NorthernTool.com Final Hours Black Friday Sale -‐ Don't Miss Out On Big Savings! Bakers Shoes 12 HOURS LEFT!!! 30% OFF ENTIRE SITE BLACK FRIDAY SALE!! Rakuten (Buy.com) Last Chance to Shop Black Friday Deals + Save Up to 75% | SHOP NOW
From Subject Line TigerDirect.com Take $30 Off Your Order + 100 More Black Friday Deals Added UlXmate Outlet Up to 90% Off Black Friday Special! Shop PBS Black Friday Savings: 20% Off + Free Shipping! Casa.com site Black Friday deals | 15% -‐ 60% off cookware, decor, storage, bedding & more Burts Bees FREE Body Bar with your $20 Black Friday purchase! Cooking.com Black Friday Blow-‐Out!
9am
3pm
Black Friday: Emails Sent per Retailer
0
0.5
1
1.5
2
Thanksgiving Black Friday Cyber Monday
2011 2012 2013
Black Friday: Emails Sent per Retailer
77%
21%
2% 1% 0.0% 0.0%
74%
22%
4% 0% 0.0% 0.4%
62%
31%
5% 1% 0.4% 0.0%
1 2 3 4 5 6
2011 2012 2013
Black Friday: Emails Sent per Retailer
77%
21%
2% 1% 0.0% 0.0%
74%
22%
4% 0% 0.0% 0.4%
62%
31%
5% 1% 0.4% 0.0%
1 2 3 4 5 6
2011 2012 2013
A 4-email Black Friday
Sent From Subject Line 05:09 AM Brookstone BOGO 50% In-‐Store Deals RIGHT NOW! 08:24 AM Brookstone $15 OFF $49... $25 OFF $99... ENDS TONIGHT 12:11 PM Brookstone Best Gics Under $35 04:21 PM Brookstone $15 OFF $49... $25 OFF $99... HOURS LEFT
A 4-email Black Friday
Sent From Subject Line 05:09 AM Brookstone BOGO 50% In-‐Store Deals RIGHT NOW! 08:24 AM Brookstone $15 OFF $49... $25 OFF $99... ENDS TONIGHT 12:11 PM Brookstone Best Gics Under $35 04:21 PM Brookstone $15 OFF $49... $25 OFF $99... HOURS LEFT
Cyber Monday
Cyber Monday 2013 Trends: 180 Days Out
0%
10%
20%
30%
40%
-‐184
-‐180
-‐176
-‐172
-‐168
-‐164
-‐160
-‐156
-‐152
-‐148
-‐144
-‐140
-‐136
-‐132
-‐128
-‐124
-‐120
-‐116
-‐112
-‐108
-‐104
-‐100
-‐96
-‐92
-‐88
-‐84
-‐80
-‐76
-‐72
-‐68
-‐64
-‐60
-‐56
-‐52
-‐48
-‐44
-‐40
-‐36
-‐32
-‐28
-‐24
-‐20
-‐16
-‐12 -‐8
-‐4 0 4 8 12
16
20
24
28
2011 2012 2013
Cyber Monday 2013 Trends: 30 Days Out
0%
10%
20%
30%
40%
-‐30 -‐29 -‐28 -‐27 -‐26 -‐25 -‐24 -‐23 -‐22 -‐21 -‐20 -‐19 -‐18 -‐17 -‐16 -‐15 -‐14 -‐13 -‐12 -‐11 -‐10 -‐9 -‐8 -‐7 -‐6 -‐5 -‐4 -‐3 -‐2 -‐1 0 1 2
2011 2012 2013
Cyber Monday References: Year-Over Year Changes
0.0% 0.0%
-0.8%
0.0% 0.0% 0.0% 0.0% 0.0% 0.0%
-0.2%
0.0% 0.0% 0.0% 0.0% 0.0% 0.0%
-0.4%
0.0% 0.0%
0.5% 0.5%
0.0% 0.0%
-1.7%
0.5%
0.0% 0.0%
0.3%
-0.3%
4.3%
1.6%
3.8%
-1.5%
0.4%
• Early starts continue beyond Sunday
• Less burst +/- 1Day • Cyber Week
trends extend Cyber Monday
2012
vs
2011
Cyber Monday References: Year-Over Year Changes
0.0% 0.0%
-0.8%
0.0% 0.0% 0.0% 0.0% 0.0% 0.0%
-0.2%
0.0% 0.0% 0.0% 0.0% 0.0% 0.0%
-0.4%
0.0% 0.0%
0.5% 0.5%
0.0% 0.0%
-1.7%
0.5%
0.0% 0.0% 0.3%
-0.3%
4.3%
1.6%
3.8%
-1.5%
0.4%
0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0%
-0.1%
0.0%
0.5%
0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0%
-0.5% -0.5%
0.0% 0.0%
0.0% 0.0%
0.0% 0.0%
-0.3%
0.7%
1.1%
-0.2% -0.2% -0.2%
-30 -29 -28 -27 -26 -25 -24 -23 -22 -21 -20 -19 -18 -17 -16 -15 -14 -13 -12 -11 -10 -9 -8 -7 -6 -5 -4 -3 -2 -1 0 1 2 3
• Early starts continue beyond Sunday
• Less burst +/- 1Day • Cyber Week
trends extend Cyber Monday
2012
vs
2011
20
13 v
s 20
12
Cyber Monday References: Year-Over Year Changes
0.0% 0.0%
-0.8%
0.0% 0.0% 0.0% 0.0% 0.0% 0.0%
-0.2%
0.0% 0.0% 0.0% 0.0% 0.0% 0.0%
-0.4%
0.0% 0.0%
0.5% 0.5%
0.0% 0.0%
-1.7%
0.5%
0.0% 0.0% 0.3%
-0.3%
4.3%
1.6%
3.8%
-1.5%
0.4%
0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0%
-0.1%
0.0%
0.5%
0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0%
-0.5% -0.5%
0.0% 0.0%
0.0% 0.0%
0.0% 0.0%
-0.3%
0.7%
1.1%
-0.2% -0.2% -0.2%
-30 -29 -28 -27 -26 -25 -24 -23 -22 -21 -20 -19 -18 -17 -16 -15 -14 -13 -12 -11 -10 -9 -8 -7 -6 -5 -4 -3 -2 -1 0 1 2 3
• Early starts continue beyond Sunday
• Less burst +/- 1Day • Cyber Week
trends extend Cyber Monday
2012
vs
2011
20
13 v
s 20
12
Cyber Monday: Email Volume
0%
2%
4%
6%
8%
10%
12%
12 AM
01 AM
02 AM
03 AM
04 AM
05 AM
06 AM
07 AM
08 AM
09 AM
10 AM
11 AM
12 PM
01 PM
02 PM
03 PM
04 PM
05 PM
06 PM
07 PM
08 PM
09 PM
10 PM
11 PM
2011 2012 2013
Cyber Monday: Email Volume
0%
2%
4%
6%
8%
10%
12%
12 AM
01 AM
02 AM
03 AM
04 AM
05 AM
06 AM
07 AM
08 AM
09 AM
10 AM
11 AM
12 PM
01 PM
02 PM
03 PM
04 PM
05 PM
06 PM
07 PM
08 PM
09 PM
10 PM
11 PM
2011 2012 2013
Cyber Monday: Email Volume
0%
2%
4%
6%
8%
10%
12%
12 AM
01 AM
02 AM
03 AM
04 AM
05 AM
06 AM
07 AM
08 AM
09 AM
10 AM
11 AM
12 PM
01 PM
02 PM
03 PM
04 PM
05 PM
06 PM
07 PM
08 PM
09 PM
10 PM
11 PM
2011 2012 2013
Cyber Monday: Email Volume
0%
2%
4%
6%
8%
10%
12%
12 AM
01 AM
02 AM
03 AM
04 AM
05 AM
06 AM
07 AM
08 AM
09 AM
10 AM
11 AM
12 PM
01 PM
02 PM
03 PM
04 PM
05 PM
06 PM
07 PM
08 PM
09 PM
10 PM
11 PM
2011 2012 2013
Cyber Monday: Email Volume
0%
2%
4%
6%
8%
10%
12%
12 AM
01 AM
02 AM
03 AM
04 AM
05 AM
06 AM
07 AM
08 AM
09 AM
10 AM
11 AM
12 PM
01 PM
02 PM
03 PM
04 PM
05 PM
06 PM
07 PM
08 PM
09 PM
10 PM
11 PM
2011 2012 2013
Cyber Monday Email Volume: YoY Changes
-0.5%
-1.1%
-0.3%
-1.8% -1.7%
-0.8%
+0.2%
+3.1%
-2.6%
-1.2%
-0.4%
-1.7%
+2.7%
+0.6%
+1.2%
-2.8%
-0.2%
+1.6%
+3.2% +2.9%
-0.8%
+0.7%
-0.1% -0.1%
-4%
-3%
-2%
-1%
0%
1%
2%
3%
4%
12AM
01AM
02AM
03AM
04AM
05AM
06AM
07AM
08AM
09AM
10AM
11AM
12PM
01PM
02PM
03PM
04PM
05PM
06PM
07PM
08PM
09PM
10PM
11PM
Cyber Monday Email Volume: YoY Changes
-0.5%
-1.1%
-0.3%
-1.8% -1.7%
-0.8%
+0.2%
+3.1%
-2.6%
-1.2%
-0.4%
-1.7%
+2.7%
+0.6%
+1.2%
-2.8%
-0.2%
+1.6%
+3.2% +2.9%
-0.8%
+0.7%
-0.1% -0.1%
-4%
-3%
-2%
-1%
0%
1%
2%
3%
4%
12AM
01AM
02AM
03AM
04AM
05AM
06AM
07AM
08AM
09AM
10AM
11AM
12PM
01PM
02PM
03PM
04PM
05PM
06PM
07PM
08PM
09PM
10PM
11PM
Cyber Monday Peak Hours: 7am 7:01 am SL: “Last Day To Save Up To 30% Off Sitewide & Receive Free Shipping”
7:03 am SL: “Online exclusive! Monday only. Second helping of Holiday Coupons at Rooms To Go.”
Cyber Monday Peak Hours: 7am 7:01 am SL: “Last Day To Save Up To 30% Off Sitewide & Receive Free Shipping”
7:03 am SL: “Online exclusive! Monday only. Second helping of Holiday Coupons at Rooms To Go.”
Cyber Monday Peak Hours: 7am 7:01 am SL: “Last Day To Save Up To 30% Off Sitewide & Receive Free Shipping”
7:03 am SL: “Online exclusive! Monday only. Second helping of Holiday Coupons at Rooms To Go.”
Cyber Monday Peak Hours: 6-8pm
Cyber Monday: Emails Sent per Retailer
0
0.5
1
1.5
2
Thanksgiving Black Friday Cyber Monday
2011 2012 2013
Cyber Monday: Emails Sent per Retailer
71%
24%
4% 1% 0.0% 0.0%
62%
28%
8%
1% 0.4% 0.4%
48%
39%
10%
2% 1% 0.4%
1 2 3 4 5 6
2011 2012 2013
Cyber Monday: Emails Sent per Retailer
71%
24%
4% 1% 0.0% 0.0%
62%
28%
8%
1% 0.4% 0.4%
48%
39%
10%
2% 1% 0.4%
1 2 3 4 5 6
2011 2012 2013
A 5-Email Cyber Monday Sent From Subject
12:31 AM bebe 30% OFF ENTIRE SITE -‐ Shop Cyber Monday now! 08:03 AM bebe CYBER MONDAY: 30% off, free shipping & fab gic! 02:01 PM bebe TODAY: 30% off endre site + deeper discounts 07:01 PM bebe Tick, tock...FINAL HOURS for 30% off! 11:01 PM bebe LAST CHANCE! 30% off endre site + free shipping on ALL orders
A 5-Email Cyber Monday Sent From Subject
12:31 AM bebe 30% OFF ENTIRE SITE -‐ Shop Cyber Monday now! 08:03 AM bebe CYBER MONDAY: 30% off, free shipping & fab gic! 02:01 PM bebe TODAY: 30% off endre site + deeper discounts 07:01 PM bebe Tick, tock...FINAL HOURS for 30% off! 11:01 PM bebe LAST CHANCE! 30% off endre site + free shipping on ALL orders
What did we learn?
What did we learn?
Thanksgiving Day
What did we learn?
Thanksgiving Day
Expect early November kick-‐off Prepare for overlapping themes An8cipate late day traffic spikes
What did we learn?
Thanksgiving Day
Black Friday
Expect early November kick-‐off Prepare for overlapping themes An8cipate late day traffic spikes
Don’t bury your message Ready your Black Friday narra8ve
Cover your mobile bases
What did we learn?
Thanksgiving Day
Black Friday
Cyber Monday
Expect early November kick-‐off Prepare for overlapping themes An8cipate late day traffic spikes
Don’t bury your message Ready your Black Friday narra8ve
Cover your mobile bases
Strategically remail Make a “Cyber Week” decision
Prepare your post-‐Cyber Monday plan
bronto.com/holidays
§ Speaking to mobile shoppers § Messaging multi-channel offers § Remailing dos and don’ts § Clever holiday themes § Total misses
…and more!
2013 Holiday Lookbooks
Questions? Holiday Hysteria: Plan For Perfection But Prepare For Pandemonium
Jim Davidson Director of Research @JimSaidIt #HolidayCCS bronto.com/holidays
#HolidayCCS
Q&A
#HolidayCCS
Q & A
Jim Davidson Director of Research, Bronto Software
Alicia Fiorletta Senior Editor, Retail TouchPoints
MODERATOR
#HolidayCCS
Thank You For Joining Us
The next session in this series…
Holiday Retail Readiness: Preparing For Peak 12PM ET / 9AM PT
ccs.retailtouchpoints.com/holiday-2014
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