Unpacking SALESmanago’s Black Friday Aftermath

2023’s Black Friday saw a strategic shift with marketing communications kicking off much earlier than usual. Campaigns were not only timely but also omnichannel, ensuring a wide and effective reach. This approach resulted in a significant increase in message volume, leading to a staggering scale of brand interactions, surpassing those in 2022.

Email remained the undefeated king of marketing channels. This year, communication via email on Black Friday alone soared by 40% compared to 2022. This was part of an overall trend of increased marketer activity, with notable spikes on the Saturday before Black Friday and the following Monday.

However, our data shows a 430.51% rise in omnichannel communication on Black Friday, proving the effectiveness of being everywhere at once. This omnichannel strategy resulted in a synergy effect, where the rise in brand interactions far exceeded the increase in marketing efforts across all channels.

The Advent of Black Winter

The data points to a new trend: Black Friday is evolving into a Black Winter. Early marketing actions, sustained customer engagement, and strategically elicited shopping frenzies are indicators that the concept of Black Friday is spreading beyond a single day. The use of cutting-edge martech solutions is enabling marketers to maintain momentum well into the holiday season and beyond.

See the full report here.