Data from a Yandex online survey in the access panel Active internet users aged 18-64 from Russian cities with a population of 100,000+, 1485 individuals August 2023 | Analysis of search demand and audience behavior Yandex data on user search behavior 2021-2023 | Internal |
According to the survey, 90% of Russians make purchases during sales. The majority (68%) look for the best deals and carefully compare prices. Particularly savvy shoppers prepare for sales in advance by planning purchases and sometimes even making lists. That describes 33% of our respondents.
Black Friday is a well-recognized event among shoppers
According to the survey, 89% of shoppers are aware of Black Friday, and 43% made purchases on Black Friday 2022. Notably, 65% of those who made a purchase prepared for the event in advance, with 40% creating a shopping list. Nearly 2/3 of those who created a list also bought items not on their list.
Launch media campaigns in advance to reach the audience during the preparation stage and encourage spontaneous purchases. Here, you can leverage more than 600 targeting segments offered by Yandex Direct. We added a new segment: users resembling online shoppers.
Advertising is the main source of information about Black Friday discounts.
40% of respondents learn about discounts and promos from ads. In addition to advertising, shoppers track sales through online store or marketplace apps (33%) as well as information from Search or online browsing (30%).
Who buys what on Black Friday?
Consider your audience behavior and build multi-stage communication using both display and performance ads to engage users at every funnel stage.
Display ads, for example, can help you generate demand. Use a premium banner to target sale enthusiasts, ads in Search for rational buyers, and a discount carousel within videos to attract mass consumers. You can then add six-second videos and drive the user to purchase with banner ads, retargeting, and look-alike segments.
Product ads in Search and YAN help you convert interest into purchases. Smart banners encourage users to make repeat purchases.
When using tools at different funnel stages, don't forget to move audience segments to the next communication stage. For example, you can use YAN to remarket your products to people who saw your premium banner or in-video carousel.
Buyers choose familiar products offering a good discount
On Black Friday, people often buy familiar products at a good price (36%) or try to stock up in advance (26%). About a quarter of consumers aim to purchase items from the latest collection or try something new.
Set up retargeting for shoppers who have already shown interest in your products. That way, you can remind your potential customers about products in the cart or offer a selection of relevant products to your regular customers.
Create dedicated text and image ads for users who added items to the cart but didn't complete the purchase. This is your most loyal audience since they're one step away from a purchase. You can incentivize them with special promo codes or increased cashback.
When choosing products, buyers primarily focus on the cost of items and the discounts offered (66%). They're also mindful of the delivery cost, the seller's reputation, and available cashback.
Leverage the full range of Yandex Direct functionality to highlight your discounts.
— Upload a feed with discount details
Add promos at the ad group or campaign level in Search and YAN
— Indicate the current and old prices in your text and image ads.
— Update your ad titles and texts to highlight your promos, discounts, or sales.
Limited availability offers stimulate demand.
When making payments, buyers predominantly rely on their savings. But a third of respondents borrow money to make purchases.
Enable Yandex Pay to offer your users the flexibility of paying with Yandex Split while still receiving your full payment up front.
Last Black Friday, shoppers purchased items from an average of three categories
On Black Friday 2022, every second buyer preferred items from the Clothing and footwear category Other popular categories include Cosmetics and perfumes, Electronics and household appliances, and Household goods.
Special solutions for product advertising in Yandex Direct will help you attract attention to products and stand out from the competition:
— Product gallery strengthens your presence in Search and shows the product right when the user is looking for it.
— Product videos in the Yandex Advertising Network present a 360° view of the product and highlight its advantages
— By adding all your offers to product search, you can increase sales in the dedicated Products section.
Most of last year's Black Friday shopping took place online
The Home Appliances and Electronics category shows growing interest in smart gadgets that simplify daily life. Some examples are baby monitors (+103%), smart home systems (+35%), and window cleaning robots (+27%).
Launch a separate Product campaign for Black Friday.
Here's how to do that:
— When configuring the promo page link, add the campaign page to it, ensuring that Yandex Direct generates ads specifically for your store's campaign.
— To generate product ads, upload a feed with your promo offers or manually specify discounted products.
— Upload a separate file for advertising catalog pages with links to the category pages participating in the promo.
— Adjust ad titles and texts in your store ads and add relevant images and videos about your promo.
The most popular services include entertainment, wellness, and beauty.
Fall and winter are the best times for cosmetic procedures like photorejuvenation.
During the colder months, users also show steadily increasing interest in indoor activities. Interest in theaters, cinemas, and concerts jumps 47% between September and November, and there's an 18% increase in interest in cafés, restaurants, and bars.
Compared to last year, interest in computer games (+19%) and music services (+23%) is also growing.
Black Friday is the start of New Year preparations.
For many people, Black Friday is a chance to prepare for New Year and, naturally, embark on a new life. In 2022, 58% of respondents purchased gifts for the upcoming holidays during the Black Friday sale.
Consumers are already planning for the next year too, which is why they begin to show interest in fitness, yoga, and Pilates subscriptions (+29% queries in November compared to July) as well as online education (+53%).
How to effectively invest in Black Friday advertising and maximize sales
— Allocate additional budget space for the sale
— Calculate the CPA you're willing to pay based on business performance and your sales forecast for the high season
— Use the "Seasonal conversion growth" setting to prepare strategies for sales and increased demand