Black Friday 2020 online sales are predicted to soar this year. The outbreak of COVID-19 has driven shoppers online with ecommerce sales predicted to grow by 31% in 2020 - up from a 22% forecast prior to the pandemic (Source: Edge Retail Insight). According to one recent report, online sales during the key five Black Friday shopping days (Thanksgiving to Cyber Monday) are predicted to rise 35.8% YoY.*
However, this growth comes against a backdrop of uncertainty, as many shoppers have felt the economic pain wrought by the global pandemic and feel less confident when purchasing. This should have a tangible impact on individual shopper spending this year, with Black Friday budgets falling to an estimated $236 from $267 last year.** 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 shopper engagement with reviews drives a 138% boost 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.
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 Sharp has work to do to perform well this week. Of the brands analyzed, it had the lowest average reviews on both Amazon and Walmart by a wide margin.
At the top of the charts the results are more mixed - Sony had the greatest average rating on Amazon, finishing marginally ahead of TCL, but on Walmart LG led the way ahead of Vizio. Although LG placed fourth on Amazon, the top four finished neck-and-neck, with the margin between fourth-place LG and first-place Sony just 0.04 stars.