Wunderkind, the leading AI-powered performance marketing and identity platform, uncovered findings and best practices surrounding this year’s Black Friday/Cyber Monday (BFCM) marketing efforts during a free webinar.
The Wunderkind analysis looked at traffic from over 1,000 clients, including top big-box stores, e-commerce retailers and DTC brands. This extensive study encompassed data from 46 billion events, which generated more than $4.1 billion in revenue in part by delivering highly personalized and timely triggered email and text offers.
While the Holiday season is a potential advertising and sales boon for brands and agencies seeking to capitalize on shoppers looking to spend, having quick, actionable data is often a key driver of success.
Specifically, Wunderkind’s “BFCM 2024 Unpacked: Trends, Results, and Lessons for the Future,” showcased actionable strategies to help the industry thrive through the holidays as well as into 2025 and beyond.
Key takeaways from the free webinar included:
“Virtual Window Shopping”: Brands are launching BFCM campaigns earlier each year and it’s become the unofficial “grazing” period. Wunderkind found that this year 42% of BFCM purchasers make at least one site visit in the week leading up to BFCM.
Anonymous Traffic Challenges: Over 95% of website traffic remains anonymous, making it essential for better visitor identification, engagement, and opt-in leading up to BFCM. Wunderkind observed nearly 100 million consumers across BFCM events.
Email’s Impact on Revenue: Once BFCM comes, 34% of revenue can be attributed to earlier email capture efforts in the year, and more than 30% of all year-to-date email capture for brands and retailers can happen during the month November alone, with some hitting rates of 50%.
Virtual Shopping Carts Fill Up: During BFCM, the average items per order hovered around 3, compared to 1 in the week leading up.
BF vs CM: While BF saw less purchase volume, it had higher Average Items Per Order compared to Cyber Monday.
Consumers Are Leaning In: Visitors were notably more engaged on brand websites during the BFCM period, with a 70% overall interaction rate, 54% viewing items, 36% viewing categories, and 13% of traffic adding items to their cart.
Conversion Rate Surge: The average visit is twice as likely to purchase during BFCM across both desktop and mobile.
Conversions Peaked On Cyber Monday: Conversion rates hit their highest on Cyber Monday around 9:50 PM ET, with additional surges leading into the end of the day at 12:00 AM and 3:00 AM ET (aligning with EOD on the West Coast).
Urgency Drives Purchases: Last-minute FOMO deals played a significant role in driving sales, and shipping deadlines will be the next push.
Mobile Momentum: Mobile continues to grow as a share of traffic and revenue, with more consumers buying confidently on their phones, edging up on average nearly 3% over the week YoY.
“For brands, the holiday shopping season is their Super Bowl, but this year they were up against outside forces like political advertising driving up CPMs across digital advertising channels,” said Tim Glomb, VP of digital, content and AI at Wunderkind. “To combat this, brands needed to anchor to owned channels such as email and SMS, to deliver personalized offerings to customers based on past shopping behaviors.”
To watch the FULL, free webinar and hear from Wunderkind’s in-house experts as they provide unparalleled insights into what worked during BFCM 2024.
About Wunderkind
Wunderkind is the leading AI-driven performance marketing solution that collects consent-based, first-party data and identifies anonymous traffic for brands in order to scale hyper-personalized one-to-one messages. Brands lean on the Wunderkind Identity Network, a proprietary database recognizing 9 billion devices and 1 billion opted-in consumers, observing 2 trillion digital transactions per year, to trigger the most impactful offers to their target audience at the right moment and in the right channel. This proprietary data is accessed by Wunderkind’s autonomous AI engine, which integrates seamlessly into a brand’s existing ESP, to boost performance across email, text and advertising channels.
Wunderkind is the only performance solution that guarantees a lift in revenue for its clients and delivers over $5 billion in directly attributable revenue annually for brands across a number of industries, often ranking as a top 3 revenue channel in clients’ own analytics platforms. Brands such as Harley-Davidson, Perry Ellis and Shoe Carnival partner with Wunderkind to drive top-line revenue through its guaranteed results. To learn more, visit wunderkind.co.
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