Black Friday/Cyber Monday 2020 (BFCM) was by far the biggest year on record. According to Adobe Analytics data, Cyber Monday online spending rose by 15.1% to $10.8 billion USD, while Black Friday online spending rose 22% to $9 billion.
Additionally, shopping on the go cemented its status as an increasingly popular way to shop with 37% of digital sales on Cyber Monday made on mobile devices and the number of orders picked up curbside up 30% from a year ago.
Hero’s own data reinforces this development, providing further insight into customers’ growing confidence to shop online, especially when assisted by an in-store expert.
From order sizes of more than $20,000 to conversion rates approaching 30%, retailers using Hero’s powerful virtual shopping tools gave online shoppers the confidence to make purchases of all sizes during BFCM 2020.
Here’s what went down.
When It Comes to Furniture, Shoppers Spared No Expense
The largest basket size from a retail associate assisting a customer through Hero came in at an astounding $20,619.62. The order was placed by an online customer shopping virtually with an associate at Design Within Reach’s Charlotte, North Carolina location.
Several orders in total broke the $10,000 barrier, all of which came from homeware and furnishing retailers, showing shoppers spared no expense and never hesitated to find the perfect pieces for their homes virtually.
The single most expensive item sold by a retailer through Hero during BFCM 2020 came in at $15,397.75. The purchase was made by a shopper with timeless taste: the order was placed at Herman Miller’s U.S. ecommerce store for an iconic Eames Lounge Chair.
All Categories Skyrocketed
In addition to staggering basket sizes, conversion was up across the board. On average, retailers equipped with virtual shopping saw an overall conversion rate of 18% and 2x the average order value (AOV) compared to online sales without Hero.
Breaking down the four biggest categories provides an even better look at how retailers tapped into growing consumer confidence with virtual shopping.
The beauty category felt the effects of virtual shopping across the board, seeing conversion of 28%. It’s a remarkable result that can largely be attributed to virtual consultations, a powerful feature retailers have leveraged to help customers find the perfect product through video call.
Apparel came in just behind beauty with conversion of 22%. Like beauty, apparel retailers gave customers the confidence to follow through with a purchase by providing detailed style advice and photos and videos of specific items.
Footwear retailers helped customers find the perfect pair of sneakers virtually, resulting in conversion of 14%. Like beauty and apparel, store teams provided a
real-life look at the latest sneakers, highlighting the details of the year’s most coveted kicks.
Homeware and Furnishings
Generally a more considered purchase than the above categories, Homeware and
Furnishings achieved a double-digit conversion of 13%. The success of homeware retailers with virtual shopping shows shoppers’ increasing confidence to place big-budget orders with the assistance of an in-store expert that can provide measurements and details through text, chat, and video call.
Where We Go From Here
It’s been reported that COVID-19 accelerated the shift to ecommerce anywhere from five to 10 years. What BFCM 2020 demonstrates off the back of this trend is that customers are more likely to place orders—and confident enough to make expensive purchases—when assisted by an in-store expert through virtual shopping.
Note the date. BFCM 2020 is just the beginning.