This year, we saw performance impacted by a few variables never before experienced.
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This year, we saw performance impacted by a few variables never before experienced.
Firstly, we saw the COVID e-commerce spike trend down a bit, which was indicated by consumers falling back to in-store shopping on Black Friday at a higher rate. As a result, Sunday and Cyber Monday performed the best of the 5-day main event, which runs from Thanksgiving Thursday to Cyber Monday. Black Friday still saw a lift but not as profound as the last couple of years.
Secondly, Amazon ran 2 Prime Day events in the same year for the 1st time ever, with the 2nd event, “Prime Early Access Sale” (dubbed Fall Prime Day), occurring in October only about 5-6 weeks before Black Friday/Cyber Monday promotions began. Because of this, consumers got a head start on their holiday shopping earlier than ever.
Third, there was a mass Amazon Advertising Console technical glitch, resulting in underspending on Black Friday.
Nevertheless, VENDO was able to deliver on wins for its brand partners as detailed below.
VENDO wanted to increase awareness, traffic, and sales in-store at Walmart as well as on Walmart.com for an adult health & wellness brand. To do this, we determined that running an Ibotta rewards campaign would be one of the most effective and efficient ways, especially due to Ibotta’s tight-knit partnership with Walmart.com.