Comin’ in hot: What’s trending this shopping season

The shopping season that kicks off around Halloween only intensifies as we step into November, marking the start of the holiday shopping season. The early purchases of the biggest sale of the year begin in early November and continue through the end of December. Our trend analysis on Black Friday & Cyber Monday showed that consumer interest peaks significantly on the official date of Black Friday. The highest level of interest is captured on the weekend following Black Friday, indicating sustained interest even after the event.

The peak in interest in Black Friday is followed by a rise in interest in Cyber Monday, which is high on the day and the week of the event. Travel Tuesday also garners a lot of interest for travel-related discounts. Advertisers must focus on utilizing the months leading up to the busiest online shopping days to associate brands with Black Friday content and capitalize on the increased interest during the weeks leading to the events. 

Learn more: Seedtag Black Friday & Cyber Monday Insights report

Black Friday & Cyber Monday: Content categories of interest

Our insights on the categorization of articles showed that over 45% of the Black Friday articles are related to technology and computing, and shopping. The same categories contributed to 50% for Cyber Monday. 

• Shopping Category: The key areas of interest that bring in the views are Fashion Deals, Outlet and Discount Stores, Supermarket Discounts, and Stylish Seasonal Outfits. 
• Technology & Computing Category: The trending article topics are Top Deals and Discounts on Electronics, High-Performance Computing Devices, Tablets and Mobile Devices, and Smart Home Devices. 

Capitalizing on trends: What are the audience’s main interests?

The Black Friday and Cyber Monday audiences have many interests but, what’s top of mind?

1. Tech Bargains: The topic generates 39% of visits and mainly caters to tech enthusiasts and gamers seeking the best prices on high-end products and accessories. This includes topics like the latest tech gadgets, electronics, and gaming deals that clock 323K monthly brand-safe impressions.
   
   
2. Self-Care Offers: Next in line with 28% of visits, this topic covers trends like best deals on clothing, shoes, and accessories. It also discusses current fashion trends, outfit inspirations, and style guides for the season. This topic has the maximum monthly impression share at 866K.
   
   
3. House Discounts: 16% of visits are articles on home appliances and home decor items. This includes articles about significant discounts on refrigerators, washers, and dryers, as well as decor items like furniture and bedding.
   
   
4. Travel Deals: Articles that cover discounts and special offers on travel packages, flights, hotel bookings, and deals on car rentals receive 9% of visits and 217K impressions. 

Curious to know more about marketing to this seasonal audience and boosting sales this holiday season? Download Now: Seedtag Black Friday & Cyber Monday Insights report.

Build brand awareness and presence this Black Friday

The key to driving sales during the holiday season lies in appealing to the right audiences at the ideal time and place. The October audience is the Early Black Friday shoppers who focus on thorough research and smart financial planning.​ Product reviews, credit card deals, and loans and finances appeal to them. 

During Black Friday in November, the audience is on the lookout for the best prices on the latest gadgets, wellness products, home improvements, travel packages, and reliable reviews that help make informed decisions. 

The audience is all for Christmas shopping, gifting, and traveling in December. Shoppers look for the best products and deals to make the best purchases for the festive season.

Key takeaways for advertisers and publishers

• Focus on creating engaging, informative content 
• Capitalize on consumer interest 
• Highlight shopping tips and exclusive deals
• Reviews and guides to help consumers make informed decisions

Learn how you can capitalize on our in-depth findings with the Black Friday Seasonal Audience.