That Black Friday Feeling
The holidays mark a special point in the calendar year — a time when people are actively seeking relevant shopping experiences and opportunities to spend their disposable income. And when it comes to Black Friday, this sentiment rings especially true for Snapchatters. As the holiday that unofficially kicks off the Christmas shopping season, over two-thirds of our community say they are planning to shop Black Friday deals ahead of the festivities. Here, we reveal the four factors driving Snapchatters’ shopping behavior around this time.
Black Friday isn’t just reserved for spur-of-the-moment purchases, but calculated shopping decisions too
For many Snapchatters, Black Friday isn’t just for spur-of-the-moment purchases — it’s also about calculated shopping decisions. In fact, 77% of Snapchatters intend to buy something either on Black Friday or Cyber Monday. And while there may be many deals offered over this weekend, Snapchatters want to know their purchases will meet their actual needs, not just their fleeting desires. That’s why our community lists price, convenience and what’s “in” among their friends as their top deciding factors when spending.
Snapchat is a key source of inspiration for Black Friday shopping, helping one in four Snapchatters find the perfect gift through Stories and Shows. As a platform powered by our community, Snapchatters can connect with brands, creators, and their nearest and dearest. Nearly 50% of users have been inspired to make a purchase based on what they’ve seen from friends and family on Snapchat.
Spotlight on: Ideal of Sweden
During Cyber Week 2020, Ideal of Sweden, a Swedish fashion and lifestyle brand, leveraged Snap Ads to scale its business and boost sales. By targeting different customer groups around the world with styled product shots before, during, and after the holiday period, Ideal of Sweden was able to double their return on ad spend (ROAS) and increase their peak Daily Run Rate by 744%, compared to the highest rate during the previous six months.
Over the holidays, 78% of Snapchatters are influenced by their friends and family, which is five times higher than those influenced by celebrities. This just goes to show that Snapchatters truly value personal connection above everything else — the closer a person is to them, the more trust they’ll have in their opinion. Snapchatters also want to be trusted in return, with 38% saying they recommend items to their loved ones.
When it comes to the items Snapchatters are buying on Black Friday, clothing, beauty, and technology seem to be top of mind. 72% think they’ll buy clothing and accessories, 43% beauty and personal care items, and 40% technology and accessories. This means there’s a significant opportunity for brands to showcase their best category promotions and build a momentum that will see Snapchatters straight through to the Christmas shopping season. To build a strategy that taps into our community’s interests, brands should work to:
Lead with holiday-specific headlines and captions to entice Snapchatters to shop
Optimize their online store for mobile so shoppers can browse and purchase directly from their phone
Increase conversions with clear CTAs and links to their products or apps
Simply put, Snapchatters spend more during the holidays than any other audience, so Black Friday is a golden ticket for brands looking to capture the community’s spending power on Snapchat — and deliver joy throughout one of the most anticipated seasons of the year.
Content by The Drum Network member:
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