Discounting Increased Order Volume During Thanksgiving, But Experts Warn Against Long-Term Use

The Thanksgiving sales period saw significant conversion numbers for many brands and retailers, but new data from True Fit shows that average order value decreased during this time. True Fit attributes part of this shift in shopper behavior, from larger but less frequent purchasing to more regular, smaller orders, to the rise of discounting – and warns against embracing this strategy too much. The apparel and footwear personalization platform assessed sales data from November 2020 and found that the total number of US e-commerce fashion orders increased 702% since the beginning of that month. Cyber Monday Week saw week-over-week growth of 239% in order volume, while U.S. web traffic grew 221% WoW. Yet that same week saw basket size decrease by 13% YoY. “The reason for this downturn in AOV during Cyber Week,” said the True Fit release, “is shoppers buying earlier in the month as retailers brought forward discounts and extended Black Friday promotions over a longer period, combined with a dip in consumer confidence.” However, True Fit noted that this discounting behavior is not unique to the Black Friday sales period. Instead, many retailers have embraced a broader discounting strategy, throughout the holiday season and possibly beyond, in order to keep

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