5 Retailer Tips for Crushing Cyber 5

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When this year’s second Prime Day comes and goes, retailers like you will be heads down, preparing for the frenzy of Cyber Five.

The Cyber 5 period—Thanksgiving through Cyber Monday—brings in record shoppers and sales. Adobe reports that Cyber Week 2022 saw U.S. consumers spend $35.27 billion online, 4% higher than in 2021. For many retailers, it’s the most important time of the year – so here are 5 tips to consider for crushing Cyber 5.

1. PERSONALIZATION

Consumers are prioritizing brands that deliver tailor-made experiences. Data shows that 75% of shoppers are willing to pay more for personalized online shopping events. Advertisers need to focus their efforts on delivering relevant, engaging messaging to an individual’s unique needs and preferences through targeted advertisements, loyalty programs that help gather first-party data, seamless checkout flows, and social commerce.

2. DRIVING DISCOUNTS

Price-conscious shoppers are seeking discounts, and to compete, retailers will want to leverage promotional deals, especially in discretionary categories like toys, consumer electronics, and big-ticket items. Salesforce anticipates global discount rates to rise to 19% in October and peak at 29% during Cyber Week. By creating a sense of urgency with event discounts, consumers will be incentivized to purchase early instead of waiting until later in the holiday season to make their decision.

3. TESTING AND OPTIMIZING

Review your campaign budgets to ensure enough spend is available for the event, and decide what kind of automated bidding strategy best fits your business objectives – whether that is getting clicks, impressions, or conversions. If optimizing conversions is your goal, you can use Target ROAS to help increase conversion value while targeting a specific return on ad spend. Make adjustments to this year’s campaigns based on takeaways from previous years and run optimization tests to prepare for your holiday events. By monitoring your campaigns closely and adjusting bids based on real-time data, you’ll ensure you’re getting the most out of your ad spend. 

4. BUY NOW, PAY LATER

Buy Now, Pay Later (BNPL) services saw a surge in use during Cyber Week last year, with orders increasing by 85% compared to the week before the big event. This year will not be much different, with budget-conscious consumers exploring alternative payment options to help with holiday purchases. We know that BNPL services influence consumer purchasing patterns, so offering as many payment options as possible can help you increase sales and build stronger brand loyalty. 

5. MULTI-CHANNEL APPROACH

Make sure your strategy is multichannel, multi-device, and multiplatform. Users rarely start and end on the same platform or device, so reach them throughout each touchpoint in their buying process and ensure you’re meeting your audience where they are. We know that 50% of searches start on Amazon, and 31.5% begin their shopping journey on Google. Campaigns should be tailored to each platform to ensure maximum effectiveness.

Read the Customer Success Story Learn how our channel mix strategy helped our client, a jewelry company, achieve a 26% increase in new users. Read Now

CONCLUSION

Cyber Week is a huge opportunity to generate revenue, increase brand awareness, and create repeat customers. With holiday retail sales expected to grow 4.5% to reach $1.317 trillion this year, you’ll want to carve out a share of that spend with strong promotional strategies and a seamless digital-physical experience. Get ahead of the big event by setting up your campaigns early, testing rigorously, and automating wherever possible.

Are you looking for a performance marketing partner to help you strategically navigate busy seasons? We’ve got your back with an always-on testing mindset that will help you explore new audiences and opportunities, no matter the time of year.

Marissa Abramson

Marissa is a Strategy Insights Manager at Adlucent. She has a passion for empowering businesses to tell their story through media that is fueled by data. She measures success through engaged audiences that are inspired to take action. When away from her desk, you can find Marissa jumping in Barton Springs pool, reading a good book or going on neighborhood walks with her family.