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Black Friday

Black Friday & Cyber Monday Predictions For 2020

The holiday season and the biggest sales events are almost here! 

Unfortunately, the unpredictability of Covid-19 has led to a lot of uncertainty regarding the profits and sales that businesses will reap.

However, here’s our take on what will happen based on what we’ve seen so far. 

Higher advertising costs

Gone are the days of traditional advertising and in-store shopping. In the age of social distancing, more businesses will be relying on online channels. Think higher marketing spend for paid social ads, PPC, and SEO. 

Search Engine Land reports that paid search can expect a 26% growth per year, closely followed by social at 25%. In addition, online display and digital advertising have increased 18% and 15% respectively.

Not surprisingly, traditional advertising in television, print and direct mail have declined by up to 30% as more businesses shift to online. 

Average Order Value drops 

Millions of shoppers have taken a financial hit due to the current recession.

While many are still spending, expect average order value to decline compared to previous years. As shoppers have tight budgets,  brands will be pressured to give higher discounts  to breakeven from the financial losses throughout 2020.

User-generated content & reviews 

Paid ads and social media can increase brand awareness, but the purchasing decision will inevitably depend on user-generated content and reviews. 

Consumers are more likely to trust reviews because they value the perspective of shoppers like them. A study found that 90% of respondents claimed that positive online reviews influenced their purchase, while 86% claimed that purchase was influenced by negative online reviews. 

Meanwhile, customers lookout for user-generated content because they trust the experience and perspective of former customers.

Chris Thomas


Chris Thomas

CEO & Founder

Chris has been at the forefront of eCommerce and a pioneer of online retailing since the early 00s. A 5-time Drapers Award winner, Chris has extensive experience in developing fashion brands online.

Chris founded Cake in 2016. Based in Birmingham, with offices nationwide, Cake specialises in helping fashion brands understand their market online and then helps to develop appropriate strategical direction to achieve their plan, all backed by his 20 years of operating in the retail market.