Every year, Amazon Prime Day and Black Friday become more important to e-tailers. The pandemic has accelerated this process. With a focus on lucrative product categories, you can make great strides during these shopping events. It's not just about making more sales, these events are ideally suited to win new customers and reward loyal ones. You make Germans happy this period with high discounts, free shipping and 2 for the price of 1 deals. Traditionally, it is the time to increase advertising budgets and start stunting heavily. Good news! Since this year, the term is allowed to be officially used again in Germany. This offers a great opportunity for marketing and branding.
Start preparing now
The calendar is ticking and before you know it, it will be Black Friday on Nov. 24 and Cyber Monday on Nov. 27. These days are known for the high sales that B2C companies realize, especially when irresistible deals can be found in your webshop. Have you already thought about how you will take advantage of these special days?
Who is the German bargain hunter?
76% of Black Friday shoppers in Germany are male. The Black Friday shopper is quite young, between the ages of 25 and 30, and is often highly educated. It's also important to know that 72% of German consumers take advantage of Black Friday via their smartphones. So make sure your branding and all your campaigns are set up accordingly. The states with the most shopping on Black Friday are Bayern and North Rhine-Westphalia.
Advertising pays off
On these days, Germans are buying-minded and this is reflected in conversion rates. To put it simply, you get more sales per euro invested in advertising. Adjust your daily budgets upward: on a day like Black Friday, you don't want your entire daily budget to be burned up by 10 o'clock in the morning. Good to know is that CPCs increase significantly from 5 p.m. onwards. This is when advertisers try to get another boost. Give your team or marketing agency room to boost the budget on these days. Leverage all channels. Social media, Google and Amazon all have their own strengths and should work well together. Compare which channels have the best Return On Adspend and allocate your budget accordingly. On Amazon Prime Day, reward your loyal followers with an Amazon discount code. There are also deal sites like Mydealz.de that are worth highlighting your competitive offer.
20 times more sales on Amazon Prime Day
Amazon Prime Day will take place this year on Oct. 13 and 14. Amazon uses this event to persuade consumers to become Prime customers. Only Amazon Prime members are eligible for the many great discounts. Discounts run as high as 70%. Make sure you are here as a Seller. Be careful when returning sensitive products, though, as Prime members can still return products until Jan. 31, 2021. Amazon now has about 18 million Prime customers in Germany. So you have an immediate reach. Some sellers realize up to 20 times more sales than on other days.
3.1 billion euros during Black Friday and Cyber Monday
On Friday, Nov. 27, Black Friday will take place. Germany participates fully in this originally American tradition every year. Last year, 3.1 billion euros were realized on Black Friday and Cyber Monday in Germany. You, too, can benefit from this. According to a study by Offerista Group, Black Friday is more important than ever in Germany this year. This is indicated by 41% of Germans. Interest is especially high in clothing, accessories and electronics. As much as two-thirds of Christmas shopping was done on Black Friday.
Because Black Friday was primarily an offline retail event, Cyber Monday was created for online sales. This event takes place directly on the Monday after Black Friday. By now, Black Friday is primarily online and many times bigger than Cyber Monday, yet it still pays to catch Cyber Monday as well.
The power of influencers
Influencers can help you put your brand in the spotlight with younger audiences. Especially platforms like Instagram and TikTok are perfect for that. So look for collaborations with German influencers and let them promote your offerings in an authentic way.
Grab profits with your webshop
It's nice to generate a lot of extra sales. The basis of a commercial business is still to make a profit. If you have built a successful German webshop, then you can grab the profit with it. The advantage is that you don't have to pay more for direct traffic, SEO and returning customers. At Amazon, you quickly spend 25-35% of sales on commissions and advertising budgets.
Are you ready for surgery?
And then the time has come. The orders are coming in in abundance. Keep in mind that during this time there is a lot of pressure to manage shipments, returns and customer service. You don't want to have to deal with disappointed customers and negative reviews afterwards. So make sure you're all set to go as of 00:01 on Tuesday, October 13, when Amazon kicks off Amazon Prime Day.
We will gladly help you with a multichannel campaign to optimally position your products during this period through all channels in Germany, Austria and Switzerland.
Just ask us for advice.
