Information about the origin of 'Black Friday', this year's results, trends and examples of what retailers did.

1. BLACK
FRIDAY:
2012
REVIEW

2. WHAT IS BLACK FRIDAY?

3. Definition of ‘Black Friday’
1. September 24, 1869, the day the markets crashed following a failed attempt by some
financiers to corner the gold market. Led to a depression.
2. In a more general sense, any Friday in which a public calamity occurred.
3. More recently, the term Black Friday has been applied to the day after Thanksgiving
in which retailers make enough sales to put themselves "into the black ink”.

4. 2012 REVIEW

5. Consumer Spending
• 57 Million Americans visited online retail sites on Black Friday
• Black Friday (November 23) saw $1.042 billion in online sales, making it the second heaviest
online spending day in 2012 after Cyber Monday.
• Thanksgiving Day (November 22), while traditionally a lighter day for online holiday spending,
achieved a strong 32% increase to $633 million
US Retail Spending (Millions $US)
2011 2012 Percent Change
November 1-23 $11,832 $13,726 16%
Thanksgiving Day (Nov. 22) $479 $633 32%
Black Friday (Nov.23) $816 $1,042 28%
*Corresponding days based on corresponding shopping days (November 3 thru November 25, 2011)
SOURCE: comScore

6. Category Insights
Department stores continued to offer compelling deals and
promotions that drove sales to grow by 16.8 percent over Black
Friday 2011
Health and Beauty sales increased 11 percent year over year
with consumers once again choosing to pamper themselves this
holiday.
Home goods maintained its momentum this year, reporting a
28.2 percent increase in sales from Black Friday 2011.
Apparel sales were also strong this holiday with Black Friday
numbers showing an increase of 17.5 percent over 2011.
SOURCE: IBM Holiday Benchmark

7. Most Visited Online Retailers Top Performing Categories
Retail Property Category Y/Y % Chg
1 Amazon Digital Content & Subscriptions* 29%
2 Walmart Toys 27%
3 Best Buy Consumer Packaged Goods 23%
4 Target Video Game Consoles & Accessories 18%
5 Apple Consumer Electronics 18%
SOURCE: comScore * Corresponding days based on corresponding shopping days (November 3 thru November 25, 2011)
* Digital content & subscriptions includes digital books, audio and video content.

8. EMERGING TRENDS

9. Multi-Channel Holiday Shopping
Mobile Shopping: Mobile purchases soared with 24 percent of
consumers using a mobile device to visit a retailer's site, up from
14.3 percent in 2011. Mobile sales exceeded 16 percent, up from
9.8 percent in 2011.
The iPad Factor: The iPad generated more traffic than any other
tablet or smart phone, reaching nearly 10 percent of online
shopping. This was followed by iPhone at 8.7 percent and Android
5.5 percent. The iPad dominated tablet traffic at 88.3 percent
followed by the Barnes and Noble Nook at 3.1 percent, Amazon
Kindle at 2.4 percent and the Samsung Galaxy at 1.8 percent.
Multiscreen Shopping: Consumers shopped in store, online and on
mobile devices simultaneously to get the best bargains. Overall 58
percent of consumers used smartphones compared to 41 percent
who used tablets to surf for bargains on Black Friday.
SOURCE: IBM Holiday Benchmark

10. Consumer Insights
The Savvy shopper: While consumers spent more overall, they
shopped with greater frequency to take advantage of retailer
deals and free shipping. This led to a drop in average order value
by 4.7 percent to $181.22. In addition, the average number of
items per order decreased 12 percent to 5.6.
Social Media Sentiment Index: Shoppers expressed positive
consumer sentiment on promotions, shipping and convenience
as well as the retailers themselves at a three to one ratio.
Social Sales: Shoppers referred from Social Networks such as
Facebook, Twitter, LinkedIn and YouTube generated .34 percent
of all online sales on Black Friday, a decrease of more than 35
percent from 2011.
SOURCE: IBM Holiday Benchmark

11. EXAMPLES

12. Walmart

13. Best Buy

14. Target

15. THANK YOU
For more information please email
tim.evans@dtdigital.com.au or jackie.bowker@dtdigital.com.au
facebook.com/DTDigital
dtdigital.com.au