With clothing brands the big winners earlier in the month, could we expect the same popularity over Black Friday and Cyber Monday? In a word, yes.
Louise James, Silverbean’s global associate director, said: “This Cyber Weekend, more than ever, has seen a switch from spotlight to floodlight on our affiliate programmes and it’s no surprise the channel has risen to the occasion. Particularly in the beauty and fashion industry, our clients are seeing record breaking revenue figures, overtaking other digital channels with never-before-seen performance rates.”
High performers: The fashion sector saw a 78% increase in sales YoY, but that was vastly overshadowed by beauty (130% increase) and home (117% increase).
Steady growth: Despite the huge YoY growth, neither of the top two verticals came as a surprise to team Silverbean. National lockdown in the UK and the impact of Covid overall had seen these sectors stand-out winners over the last nine months.
But which tactics performed particularly well over the bumper discount period?
Charity partners: For our beauty clients, investing in charity partner exposure provided the largest return on ad spend of any placements throughout the Black Friday period – a whopping 833% increase YoY.
Cyber Monday promos: We also saw many more brands setting Cyber Monday-only promotions to incentivise last minute purchases, compared to in 2019 where, generally, just one code/promotion was in place for the whole weekend.
Brand partnerships: Research from Impact showed Cyber Week revenue from partnerships grew despite Covid, which reflects the trends our clients witnessed, too.
Affiliate channel growth: Many brands saw the affiliate channel becoming a more dominant revenue-driver; in some cases overtaking the percentage of revenue contribution and return on investment from organic and email performance – definitely something to keep in mind when allocating budget between marketing channels next year!