Black Friday, Cyber Monday, and OOH Advertising
Despite rising digital sales, many consumers still prefer the in-person shopping experience on Black Friday, attracted by the tactile experience and immediate gratification that in-store shopping offers, which is great for the out-of-home advertising industry.
In-store shopping on Black Friday continues to attract millions of consumers in the U.S. In 2023, around 76.2 million Americans made in-store purchases on Black Friday, reflecting a 4.5% increase from 2022. The day after Black Friday also saw high foot traffic, with 59 million shoppers visiting physical stores, marking it as the second busiest day of the Thanksgiving weekend.
Spending has also been substantial. U.S. consumers spent nearly $9.8 billion on Black Friday 2023, showing year-over-year growth of about 7.5%.
Smaller companies and larger brands like Ashley Furniture, Apple, Walmart, and Google continue investing in Black Friday and Cyber Monday OOH advertising in 2024.
While many advertisers have already started promoting their sales, there are still 3 weeks left to capture the attention of eager-to-spend consumers through out-of-home and billboard advertising.
How can OOH continue to attract advertisers for Black Friday and Cyber Monday?
Extended Exposure and Reach: OOH ads are visible 24/7, making them ideal for capturing attention when other media channels may be less effective. During Black Friday and Cyber Monday, people are frequently on the move, and OOH displays in high-traffic areas offer repeated exposure to shoppers, which can reinforce brand messages and deals.
Highlighting Last-Minute Shoppers: Many shoppers wait until Black Friday weekend to make purchases, and studies show that seeing in-person ads can influence last-minute buying decisions. OOH companies can promote the immediate impact of physical displays to reach consumers during the decision-making process.
Omnichannel Integration: OOH companies can encourage advertisers to create campaigns that integrate billboards with existing mobile ads on social media and online making it easy for consumers to engage with Black Friday and Cyber Monday promotions. This omnichannel approach provides a seamless bridge from physical to digital interactions, allowing for a measurable impact on sales.
SOURCES:
https://queue-it.com/blog/black-friday-statistics/
https://www.demandsage.com/black-friday-statistics/
https://www.demandsage.com/black-friday-statistics/
https://statistics.blackfriday/
