Director of marketing Cheryl Morris offered more details in a blog post:
While Cyber Monday is the designated day for online shopping, we’ve seen more and more shoppers looking online to shop on Black Friday to escape the crowds. In fact, as you can see from the graph below, 2013′s peak purchase rates from ads on Facebook occurred before and just after Thanksgiving:
E-commerce companies leveraging Nanigans software effectively reached relevant audiences on Facebook during the shopping weekend, as you can see from the graph of increasing desktop CTRs leading up to and through Black Friday. E-commerce companies leveraging Nanigans software saw desktop CTRs increase 36% on Black Friday as compared to earlier in the week on Monday. Ecommerce companies leveraging Nanigans software saw peak CTRs on Thanksgiving Day — up 66 percent as compared to Monday of the same week.
Consumers weren’t just clicking on Facebook this holiday shopping weekend; they were making purchases. As you can see in the graph below, e-commerce companies leveraging Nanigans software saw purchase rates from Facebook ads increase 42 percent on Black Friday as compared to Monday of the same week.
As big retailers like Walmart continue to spread their Black Friday bargains into week-long events and shoppers continue to research holiday gifts as early as Halloween, we may continue to see similar stretching-out effects in seasonal ad engagement and purchasing data. For example, while many stores are not open on Thanksgiving day, this data indicates that consumers were in shopping mode regardless, engaging with e-commerce ads on Facebook.
Image of shopper courtesy of Shutterstock.