Wunderkind Finds Consumers 'Graze' Before Buys During BFCM Season
Wunderkind found that this year 42% of BFCM purchasers made at least one site visit in the week leading up to BFCM.
Window shopping might be an old-timey, Main Street, brick and mortar concept of a time gone by, but consumers still love to look before they buy, said performance marketing mainstay Wunderkind.
During a free webinar that revealed consumer spending habits and best practices to convert consumers into buyers, Wunderkind noted that in 2024, brands launched Black Friday/Cyber Monday (BFCM) campaigns earlier than previous years, and it’s become the unofficial “grazing” period. In fact, Wunderkind found that this year 42% of BFCM purchasers make at least one site visit in the week leading up to BFCM.
The insights come following a Wunderkind analysis of traffic from over 1,000 clients, including top big-box stores, e-commerce retailers and DTC brands. This extensive study encompassed data from 46 billion events, which generated more than $4.1 billion in revenue in part by delivering highly personalized and timely triggered email and text offers.
Other key marketing nuggets shared during the webinar:
- Over 95% of website traffic remains anonymous, making it essential for better visitor identification, engagement and opt-in leading up to BFCM. Wunderkind observed nearly 100 million consumers across BFCM events. And the average visit is twice as likely to lead to purchase during BFCM across both desktop and mobile.
- Once BFCM comes, 34% of revenue can be attributed to earlier email capture efforts in the year, and more than 30% of all year-to-date email capture for brands and retailers can happen during the month of November alone, with some hitting rates of 50%.
- Visitors were notably more engaged on brand websites during the BFCM period, with a 70% overall interaction rate, 54% viewing items, 36% viewing categories and 13% of traffic adding items to their cart.
To listen to the FULL webinar, click HERE.
