Updated in November 2020
Cyber Week 2020: Tuesday, November 24th – Monday, November 30th
While in-store shopping is rebounding for some industries, Deloitte is expecting holiday e-commerce sales to surge by 25% to 35% this year.*
Convenience and the ability to avoid crowds motivate the online shopper all season long, but the largest share of holiday digital revenue is generated during Cyber Week. Cyber Week begins the Tuesday before Thanksgiving and culminates with the three big shopping days: Black Friday, Small Business Saturday and Cyber Monday.
Preparing for Cyber Week: Actions to Take Now
A quick Google search for Cyber Week 2018 deals will reveal that big brands and major retailers already have their promotions in place. If you haven’t started planning your Cyber Week offers and promotions, now is the time to do so. A robust promotional plan will include your digital and traditional messaging channels, including your website, social media, PPC, print advertising, radio campaigns, in-store events and more.
For some, the circumstances of 2020 have led to holiday shoppers getting an early start crossing items off their wishlists. Amazon Prime Day, for example, an annual event that grants exclusive deals to Amazon Prime members for two days in mid-October, may have signaled the unofficial start to the holiday shopping season. Forbes cites a Coresight Reesearch Survey showing that 3 in 10 shoppers are starting early this year, but that could be this year’s version of a phenomenon we saw in 2017: There was an across the board increase in people shopping in-store but buying online** during Black Friday, with the most notable gains seen in bigger electronic items like flat-screen TVs. Shoppers have been capitalizing on the calm before crowds funnel in, though they may ultimately make their purchases online anyway.
As part of your Cyber Week preparation, you’ll want to be sure that your e-commerce site is functioning optimally. Test shop your site: if issues & concerns arise during this process, now is the time to fix them.
Don’t forget about your data! Look at your current analytics to get an idea of sales and engagement levels before holiday promotions start; revisiting the data again during and after these campaigns will reveal how effective your marketing efforts were.
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