Black Friday & Cyber Monday 2020: Is Your E-com Ready?

On November 27 is this year’s Black Friday and Cyber Monday will follow on November 30. Due to COVID-19, 2020 is one of the most unpredictable years to date. Therefore, experts predict a Black Friday weekend that is mainly online. Each of these days is going to be an e-commerce event that shows a huge spike in product sales. Especially this year it will be massive. So, therefore, it is crucial to get your online act together, perfectly.

Why prepare better than ever?

First of all, online spending has mushroomed. Because more people spend most of their time at home. Also, many consumers have saved money during Spring lockdowns, which they are willing to spend now. Despite the increased job uncertainty and financial insecurity. Furthermore, since the outbreak of COVID-19, e-commerce shopping has become a habit, even for those who were previously ‘anti-technology’. For example, the older generations turn to tech, since they are more cautious about their health. Also for them, e-commerce shopping has become a comfortable alternative. Not in the last place, as in-store shopping is not easy nowadays with mouth caps, queues, and social distancing. Therefore, the decrease in in-store footfall means an increase in online traffic, inevitably. Thus, this Black Friday and Cyber Monday will become more of an e-commerce event than those in previous years.

The competitive edge of physical stores?

Does it mean that there is no future anymore for physical stores during Black Friday or X-mas shopping periods? No. According to a Dutch study about the future of physical stores, big stores have a competitive advantage compared to small stores and they still play a role in physical commerce. 67% of respondents said to feel “safe” if a big store has enough space for visitors, and they keep distance. In this case, it is not important if a store is based inside or outside a city center. For example, typical product categories that are still being sold in physical stores, both before and during corona, are flowers, plants, garden items, and do-it-yourself.

Furthermore, 47% of people answered “no” the question: Do you still expect to buy more products online due to the COVID-19 situation? Meaning that there is still a future for physical stores in certain categories. In addition to the flagship stores that are used for brand marketing, customer loyalty, and improving interaction.

Wouter Maatman

Digital Marketing Manager at Icecat N.V.