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  •  Words by Emily Power - Head of eCommerce

BFCM 2022: Earlier promos, US taking the lead & lower CPMs YoY

Find out what we saw in BFCM 2022.

STRATEGY: Promotions started early, and consumers were saturated with them

STRATEGY: Brands had to be creative with their promotional strategy to stand out

STRATEGY: Some brands made a stance with the anti-Black Friday movement instead

MARKETS: The US saw the strongest YoY sales uplift, whilst the UK saw the largest increase in conversion rate

PAID SOCIAL: Fashion & Homeware brands saw CPM’s increase, but to a lesser degree than 2021

PAID SOCIAL: DPA’s were the ad type to drive the most revenue

PAID SEARCH: This year we saw Performance Max generating 36% of PPC revenue

EMAIL: Contributed approx. 37% of revenue when breaking down channel performance

SEO: Early optimisations were key to capitalising on early search behaviour

In summary, it was the brands that increased Prospecting activity in the lead-up to BFCM that saw strongest performance.

Emily Power - Head of eCommerce
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