BF 2020: Ecommerce Continues Growing and Technology Products were not the Only Contenders 

This was going to be a different Black Friday, unique because of the exceptional situation we’ve been experiencing throughout 2020, deeply affected by Covid-19 – as we have been mentioning throughout the year. This has been the year in which ecommerce has undergone unprecedented growth. 

The expectations were high, everyone agreed that: 

  • Online consumption would go up at the expense of the physical channel. 
  • We would have a broader scope of time for special offers; the campaign was started by Amazon on October 13 with its Prime Day.

And the big question: would uncertainty and the impact of Covid-19 affect consumption? Positively or negatively? 

We don’t have all the answers, but we can share with you the search data and the behavior of a large sample of European ecommerce over all the sectors thanks to this infographic that we have been able to put together (and make sure to check out more interesting information at the end of the article).

Some interesting data 

Top searches during Black Friday 2020

This year, consumer electronics and appliances continued to have great importance; however, also in top positions were health & beauty and fashion products. 

3-star products: Face masks, loungewear, and anti-aging serum.

Face masks were one of the top searches and not only in online pharmacies but also in fashion shops.

Searches performed 

During Black Friday, our servers at Doofinder received more than 13 million searches, that’s an increase of 107% compared to a normal day. 

Last year the increase was 138%. As we have seen in the graphs, the days leading up to and after Black Friday had a higher level of demand when compared with other campaigns, reducing the impact of Black Friday itself – although it was still very important. 

That is to say, the campaign has been more spread out over various days – a trend that has been on the rise year after year.

Time with most searches

In 2019, the peak was between 12:00 noon and 1:00 p.m. This year, it was between 11:00 a.m. and 12:00 noon. And, in general, the data has been quite spread out over the day, with volume being greatest between 9:00 a.m. and 9:00 p.m.

Surely working from home has had a direct impact on these changes in behavior. 

Searches by device

40% of the searches were from mobile devices and 60% were from desktop devices. 

Black Friday conversion rates 

Ecommerce sites experience extreme increases in conversion rates during these types of periods. In the case of search engine users, the increase was 118% when compared with a normal day. 

Bear in mind that there are many users with very high conversion rate percentages that go directly to the product page during these sale periods (email campaigns, the product is already in their bookmarks and they are waiting for the sale to start, etc.); nevertheless, it is key to have a smart search engine that offers relevant results and steers clear of the feared “no results found” or “0 results.” 

Many ecommerce sites have experienced post-search conversion rates greater than 20%. 

At Doofinder, we are very happy with the campaign, our clients had great growth, they made the most of the internal search engine’s potential, and the service had no technical problems and was able to handle very high request volumes at certain times of the day.

So with that being said, the Marketing Department would like to congratulate all involved. 😉

Two things that, I believe, we must not ignore about this Black Friday.  

In Spain: The platform used by the majority of online payment entities went down a few minutes at key times during Black Friday. This obviously had an impact on the invoicing of many ecommerce sites. 

In France: Black Friday was postponed until the week of December 4. The shared infographic won’t include that data.

We hope that you found this information useful and invite you to share the content.