Cyber Monday is one of the most heavily trafficked days on Amazon and other online retailers. In 2020, Cyber Monday experienced $10.8 billion in sales1, significantly higher than the $9.4 billion spent in 20192. Search term data from CDAP, our proprietary technology, shows that consumers searched not only for traditional gift items such as “air fryer” or “ps5” but also for items they would normally buy in stores, such as “christmas decorations” and “christmas tree.” For Cyber Monday 2021, brands have a renewed interest in winning the shopping event due to an increase in online shopping trends accelerated by the pandemic.
At Compass Marketing, we see a spike in traffic on product detail pages (PDPs) and brand stores for our clients across categories, even for consumer-packaged goods (CPG) products that are not driving consumers to Amazon. Last year on Cyber Monday, one of our CPG clients had nearly 500,000 glance views on its Amazon listings with an average conversion rate of 30%.
To maximize on this high-traffic day, we recommend brands include Cyber Monday in planning and budgeting decisions a year in advance. Several months before Cyber Monday, we work with brands to evaluate their product assortment and establish specific tactics, such as strategically updating content and product variations on PDPs. This ensures that PDPs are retail ready with available inventory to meet demand and optimized for consumers to support purchasing decisions.
We encourage our clients, regardless of their category, to capitalize on the increased traffic with deals and promotions during Cyber Monday. Our clients have experienced success with this tactic with both returning and new-to-brand (NTB) customers. These promotional opportunities are a great way to capture NTB customers, who shop at a higher volume during Cyber Monday3.
In addition to optimized PDPs and promotions, advertising options may be beneficial for brands on the days surrounding Cyber Monday. Our account managers work with our clients to evaluate their advertising budgets, business goals, and product categories to create a successful strategy to leverage the increased traffic on Cyber Monday. Amazon Advertising solutions offer functionality that allows vendors to retarget the shoppers who viewed or purchased their products during the high traffic shopping holiday. A strong, strategic advertising campaign during busier shopping days can have lasting effects on the growth of a new brand on Amazon
