Part 3: Navigating November’s e-commerce app usage surge
November sparks excitement for millions of shoppers and retailers around the world. Traditionally, this was centered around Black Friday, which marked the start of the holiday shopping season in the United States on the day after Thanksgiving.
Over time, retailers recognized the potential of this event and began offering online deals as well. Cyber Monday was born. This digital transformation allowed international consumers to take advantage of the savings.
The rise of Black Friday and Cyber Monday has marked November as a shopping extravaganza that extends far beyond the borders of the United States. The month has become increasingly known worldwide for its incredible in-app discounts, mobile advertising opportunities, and crowds ready to snatch up e-commerce deals.
We looked at Adjust data for e-commerce apps in some of the highest-volume countries participating in Black Friday and Cyber Monday, and compared this data to U.S. and global averages to identify mobile marketing opportunities ripe for the picking.
Leading countries for November e-commerce app use
The increasing prominence of November as a consumer spending hotspot on mobile has been mirrored by a growing number of participating countries. As we explored last year’s e-commerce app data, we identified the top five countries where app downloads indicate high participation in Black Friday promotions throughout November.
Note: Keep in mind that in 2022 Black Friday fell on the November 25th and Cyber Monday fell on the 28th.
- Mexico (55% above daily average on the 21st)
- New Zealand (39% above daily average on the 20th)
- Germany (33% above daily average on the 20th)
- Singapore (30% above daily average on the 27th)
- United Kingdom (28% above daily average on the 15th)
These install surges were all above the United States (+18%) and global (+12%) peaks.
- Mexico (32% above daily average on the 18th)
- New Zealand (27% above daily average on the 21st) and Singapore (27% above daily average on the 11th)
- United Kingdom (18% above daily average on the 25th)
- Germany (10% above daily average on the 25th)
These session surges were nearly all above the United States (+11%) and global (+8%) peaks.
By session lengths:
- Singapore (35% above daily average on the 11th)
- New Zealand (19% above daily average on the 11th)
- United Kingdom (15% above daily average on the 15th)
- Mexico (11% above daily average on the 21st)
- Germany (9% above daily average on the 6th)
These session length surges were nearly all above the United States (+10%) and global (+5%) peaks.
Which days should e-commerce apps push UA campaigns vs. IAP efforts?
Now that we know which countries have the most engaged consumers around Black Friday and Cyber Monday, when do they begin installing and shopping? We can see that the two Sundays before Black Friday are high drivers of installs.
Although installs stay above average leading into Black Friday, it’s not until the Sunday before, and the day of, Cyber Monday that we really see them pick up again.
Sessions follow a similar trend with notable uplift in the week leading up to and inclusive of Black Friday, as well as the days surrounding and including Cyber Monday. The Monday and Tuesday before Black Friday show particular promise for in-app marketing efforts including push notification and in-app message campaigns.
This is the perfect time to surprise and delight users who are already loyal to your app, as well as engage in pre-emptive retention efforts for new users. This may look like discounts on subscription offers or prominently featured testimonials, for example.
Ramp up in-app communications the Monday and Tuesday before Black Friday.
On Black Friday itself, the global uplift is undeniable. E-commerce app installs are an impressive 10% above November’s daily average while sessions climb to 8% above the daily average.
Expect to see a slight dip in the month’s overall session lengths as a much larger number of sessions can bring down overall session length averages. However, we do still see great numbers around Black Friday, the weekend following, and Cyber Monday.
Looking for a competitive advantage? Find what works best for various segments of your audience to keep them engaged in the weeks following Cyber Monday to prevent a steep drop-off. Tactics like gamification and hyper-personalization can work a treat!
If your app is not promoting in a country not listed here, have no fear. Now you know of a few strong markets to get started in–it’s never too late to join in on the November discounts to share in the app engagement elevation. Check out our tips on Black Friday marketing strategies as a starting point. It’s also a good idea to get your App Store Optimization and iOS App Tracking Transparency opt-in strategies in tip-top shape at the end of October.
Now is the perfect time to start deep diving into your own app’s data from November 2022 to identify trends and opportunities for this year’s online shopping boom.
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