More than 40% of leading brands secure 10% plus of their annual e-commerce revenue from holiday shopping events like Black Friday and Singles Day
Whilst the leading brands secure a significant proportion of revenue from holiday shopping events, 25% of laggards don’t even participate. The brands that capture revenue typically forge deals and partnerships, build inventory, align on promotions, and secure both budget and head count ahead of the shopping season.
This of course compounds as consumers wait for expected deals on shopping days, shifting more of their shopping activity there. Increasing the % of total revenue brands derive from smaller time frames.