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Friday, November 17, 2023
[New post] What’s the deal? Searches for Cyber Monday are down 70% from their peak
SpookyMrsGreen posted: " Searches for Cyber Monday were 70.05% lower last year than their peak in 2018 Also far lower were searches for Black Friday, with 53.97% fewer in 2022 than peak in 2019 Both search terms saw small increases between 2021 and 2022, but are still far" SpookyMrsGreen
Searches for Cyber Monday were 70.05% lower last year than their peak in 2018
Also far lower were searches for Black Friday, with 53.97% fewer in 2022 than peak in 2019
Both search terms saw small increases between 2021 and 2022, but are still far lower than their pre-COVID numbers
Black Friday and Cyber Monday have become two of the major shopping events of the year, with millions of shoppers heading to stores or browsing online to get some amazing deals in the run up to Christmas.
A few years ago, the news was full of videos of frenzied shoppers battling crowds to save a few pennies, but is there still popularity for these deal-filled days?
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Searches for Cyber Monday are down
Using keyword research tool Ahrefs, domains and hosting provider Fasthosts looked into the searches surrounding Black Friday and Cyber Monday in November (or December for Cyber Monday if that's where it fell) 2018-2022 to see how interest in the days had been faring. And they discovered that interest was massively down from levels pre-2020.
Here's some more of their findings:
Black Friday
Searches for Black Friday peaked massively in 2019, with nearly 3 million searches in the UK alone. However, this unsurprisingly took a huge hit in 2020 thanks to lockdown preventing shoppers from taking to the high street to get their deals, where searches plummeted by 62.4%. Despite then increasing by 15.19% and 6.27% in 2021 and 2022 respectively, the 2022 amount was still 53.97% lower than that 2019 peak.
Meanwhile, the term "Black Friday deals" had a similar outcome. This time peaking in 2020 with a huge 36.74% increase from the 2019 figure, this can possibly put down to the simple addition of the word "deals" to the search correlating more with online sales.
Searching for just "Black Friday" on Google yields plenty of results telling you when Black Friday is and why, whereas "Black Friday deals" immediately presents you with countless online stores and their offers for the event. However, even this term hasn't been safe, with the 2022 figure being 42.9% lower than the 2020 figure. In fact, "Black Friday deals" saw a 30.8% drop in 2021 followed by a 17.48% drop in 2022, not experiencing the same recovery of the previously mentioned more generic term.
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Cyber Monday
The digital counterpart of Cyber Monday has become a huge part of the online shopping world, with retailers from start-ups to Amazon featuring exclusive deals to bring the sales in. Given the popularity of online shopping, the dramatic drop in searches for "Cyber Monday" online is startling to say the least:
Peaking in 2018, 2022 saw a 70.05% reduction in searches for the term when compared to this all time high. It's not all bad news though, as there was a 10.11% increase in searches last year when compared to 2021, so 2023 could see Cyber Monday returning to the spotlight.
Still, why the drop when – in theory – everyone was online? This can mostly be put down to consumer spending habits dramatically decreasing, as COVID brought with it immense economic uncertainty which has now been followed by a cost-of-living crisis. So, while these shopping events are filled with discounts, people are still reluctant to splash the cash.
This trend continues with the term "Cyber Monday deals" – which while this time peaking in 2019 – has still seen a huge drop in searches when comparing the peak to 2022, this time to the tune of 74.13%. While it has seen a recovery from 2021-2022 of 2.47%, it barely scratches the surface of the 2019 value.
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Do we still buy the bargains?
It's clear from the data that the interest in both Black Friday and Cyber Monday overall is severely lacking when compared to 2020 and earlier, with the 2022 values across the board being drastically lower than any before then.
The pandemic certainly took its toll on the market, and the cost-of-living crisis certainly hasn't helped with the recovery. However, with "Black Friday deals" being the only search term to NOT have experienced at least a small amount of recovery from 2021-2022, both shopping events look set to continue their rally this year. While it's still too early to tell, it'll be interesting to see after the fact if the recovery can be sustained, or if the consumers' relationship with them is beyond repair.
Joseph McKeown, SEO Manager at Fasthosts, shares his thoughts:
"Before even investigating the data we felt that interest in Black Friday had been on the decline, and this only confirms it. We've even decided to restrict our Black Friday deals exclusively to existing customers, reaching out to them directly rather than them having to search out timed deals. While we're running a sale around the period, in light of our data we've chosen not to theme the deals around Black Friday, instead just having them run parallel and preventing us from becoming one of the thousands of brands lost in the noise."
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