Black Friday 2020 online sales are predicted to comfortably eclipse previous years. With non-essential shops being closed until December 2nd, ecommerce will reap the benefit; online sales during the Black Friday shopping period (23 - 30 November) are predicted to rise between 35-45%.*
However, this all comes against a backdrop of uncertainty as many shoppers have felt the economic pain of COVID-19 and will be much more guarded about spending this year. Even with the expected influx of traffic online, it has never been more imperative for manufacturers to ensure that listings are optimised to reassure shoppers and boost conversion rates.
Brands looking to optimise their online assortments should start with user-generated content. 75% of shoppers use reviews to evaluate products, while engagement with reviews drives an increase of 138% in conversion rates. In other words, user-generated content is critical to increasing shopper confidence; 78% of shoppers trust reviews more than recommendations from family and friends.** Reviews, therefore, will be the most important factor in converting clicks into sales this holiday weekend.
Using our proprietary analytics tools and data, we’ll analyse reviews, ratings, and content before and during the Cyber 5 weekend across several high-value categories, and highlight the winners and losers this holiday weekend.
Edge by Ascental has analysed user-generated content across two popular Black Friday categories to see who is best positioned to win the shopping holiday this year.
Which TV brand’s ratings + reviews signal success this year?
Televisions are always big business on Black Friday, and Samsung were best placed to win on the Amazon and AO digital shelf as it had the greatest average rating on these platforms. LG also performed well, with the highest rating on Amazon, (followed closely by Samsung) and the Argos website.
Panasonic, however, has some work to do, with the lowest average score on Amazon and Argos and second-lowest on AO, avoiding the bottom spot by a hair.