In IMRG’s October eCommerce roundup, we’ve noted some interesting trends and insights that can help you prepare for the holiday season.
We’re sure your Black Friday and holiday campaigns are all neatly wrapped up with a bow and ready to launch, but – nonetheless – that doesn’t mean you should forget about it under the tree until the big day arrives.
As we (and you) know, eCommerce is a constantly evolving landscape and staying on top of trends and consumer behaviour can give you an edge over your competitors.
So, without further ado, let’s dive into some key takeaways from October:
A Dip in Online Sales Signals Pre-Holiday Frugality
October showed a 4.7% drop in online revenue compared to last year, with categories like Clothing and Electricals taking the biggest hit.
As shoppers anticipate Black Friday deals, many are choosing to hold off on spending – a trend that reflects a cautious approach to early Q4 purchases.
| What This Means for You: If you’re in an affected category, now is the time to sharpen your digital strategy. Consider offering early holiday promotions to drive sales from those not willing to wait. Also, make sure your SEO and PPC strategies are primed to capture demand when shoppers start their holiday spending in full force. |
In our ‘Navigating Black Friday 2024’ roundup, we identified that the first three weeks of November are likely to see a dip in sales, so don’t hit the big red panic button just yet.
Health & Beauty: A Category Still on the Rise
Amid general declines, Health & Beauty shines with a 17.7% year-on-year increase, led by strong demand in haircare, skincare, and makeup. This growth highlights a continued consumer interest in self-care products, even during times of spending caution.
| Your Move: Brands in this space should keep the momentum going with well-targeted PPC and SEO campaigns. Focus on trending subcategories to connect with motivated buyers. This is also an opportunity to capitalise on gift-giving language as the holidays draw closer – helping consumers see your products as ideal presents. |
READ MORE: Optimising Site Search & Discovery – Are You Missing Out?
Black Friday: A Key Moment for Deferred Spending
With Black Friday falling later this year, data suggests shoppers are biding their time, waiting for holiday deals in high-demand categories like technology, clothing, and gifts.
The good news?
A significant boost in spending is just around the corner.
In fact, guest speaker Summit gave us some great insights on Black Friday, with…
- 1 in 3 shoppers likely to make a purchase on Black Friday
- 1 in 5 likely to make a purchase on Cyber Monday (within the UK)
Data from a survey Summit carried out.
| What You Can Do: Align your ad schedules and budgets with Black Friday’s timing. Focus your resources on promotions during the days leading up to Black Friday and Cyber Monday. By timing your campaigns to match peak purchase intent, you can capture this pent-up demand with precision. |
Social Media Leads as the Primary Deal Discovery Channel
The role of social media has surged as a source of inspiration, with 54% of shoppers saying they discover deals via platforms like Instagram and Facebook.
As Google searches for deals take a backseat, an active social presence is now more important than ever.
| Tap into Social Media for Success: If social media isn’t yet a major part of your Black Friday strategy, it’s time to make it one. Paid social ads targeting key demographics will help ensure your deals are seen. Build urgency around your promotions with countdowns, limited-time offers, and exclusive discounts to maximise visibility during this crucial period. |
Staying Ahead of Rising Chargebacks
Chargebacks are up 32% year on year, with fraud and fulfilment issues driving much of this increase.
As sales surge in Q4, ensuring customer satisfaction and transparent communication around fulfilment will be vital in minimising disputes.
| Keep Customer Satisfaction at the Forefront: Clear communication on delivery expectations and strong fulfilment practices are essential to mitigating chargeback risks. Be sure to update order tracking regularly and address any issues promptly to build trust and reduce disputes. |
A Data-Driven Path to Peak Season Success
October’s performance paints a picture of cautious consumer behaviour, with pockets of opportunity for brands ready to respond.
Health & Beauty brands can continue their positive momentum, while other categories can leverage Black Friday to regain ground. Through a strategic combination of digital marketing, clear communication, and a strong social media presence, eCommerce brands can position themselves to capture consumer attention when it matters most.
With Black Friday and the holiday season around the corner, preparing now will give your brand the best chance to thrive in Q4’s competitive landscape.
