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Black Friday, Cyber Monday, Christmas and Cyber Week: How consumers make shopping decisions

Love it or loathe it, and whether you consider it relevant to the natural health sector or not, Black Friday and its ilk shattered sales records last year.

Criteo, which works with a growing network of over 18,000 brands and retailers across the globe, says it’s imperative to think about how to better connect with shoppers as they move across devices and channels.

In 2017, mobile transactions were lowest (33%) on Cyber Monday (a work day), and desktop usage climbed, according to Criteo’s monitoring systems. This probably represents the work crowd getting to the office and searching for online deals.

From Cyber Week to New Year, mobile commerce tends to peak in the pre- and after-work hours. Shoppers could be waking up and browsing or getting home and buying. During the workday, desktops reign supreme. Mobile shopping continues to dominate nights and weekends.

UK retailers have now figured out Black Friday, and Criteo saw dramatic sales spikes that day last year: the number of shoppers increased 233% compared with the average day in October; purchasers were up 271%; 56% of online retail sales were made via mobile on Black Friday compared with 60% on the weekend.

Cyber Week II (between Christmas and New Year, as opposed to Thanksgiving in the US) saw a 50% increase in product detail page views for Boxing Day, the traditional start of winter discounting, and a 71% increase in the number of shoppers who added a product to a basket that day.

December 25th marks the beginning of Cyber Week II, the period when shoppers flood back into the market to take advantage of online deals. Gift cards in hand, they’re ready to treat themselves in the run-up to New Year’s Day.

New York- and Paris-based Criteo specialises in commerce marketing.

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