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04 Dec 2023
Marketing | 3 min read

Black Friday and Cyber Monday 2023: A Look at the Numbers

Rockerbox - Ashley McAlpin Written by Ashley McAlpin
on December 04, 2023


In the wake of Black Friday and Cyber Monday (BFCM) 2023, the retail landscape reveals a story contrary to initial skepticism. The period known for its high stakes in consumer spending has, once again, proved to be a vital driver for B2C brands. At Rockerbox, we've closely monitored these trends, tracking $1.7 billion in ad spend this year, with more than $71M in ad spend around BFCM alone. This post delves into the numbers and trends that made BFCM 2023 a success.


BFCM 2023: A Data-Driven Analysis

The numbers speak volumes about the success of BFCM 2023. A significant percentage (53.56%) of brands experienced peak daily sales that doubled their average daily sales for the year. But the story doesn't end there. About a third of brands (31.19%) quadrupled their sales, while 25.08% saw a fivefold increase, and an impressive 10.85% witnessed a tenfold surge during BFCM. These figures are a testament to the period's impact on consumer spending behaviors and brand strategies.

Online sales trends further corroborate this success. Black Friday alone saw online sales soar to $9.8 billion, marking a 7.5% increase from the previous year. Cyber Monday followed suit with consumers spending $12.4 billion, a 9.6% increase from 2022. These figures indicate a strong consumer appetite for online shopping, buoyed perhaps by evolving retail strategies and effective digital marketing.


The Rise of TikTok and Digital Marketing

A standout trend this BFCM was the rise of TikTok as a marketing powerhouse. Nearly half (47%) of the brands leveraging TikTok advertising witnessed an increase in their Return on Ad Spend (ROAS). Furthermore, 31% of these brands saw their ROAS multiply by 3x to 10x over the BFCM weekend. This points to a significant shift in social media marketing, where platforms like TikTok are becoming increasingly crucial for driving brand engagement and, ultimately, revenue.


Consumer Behavior: Online vs. In-Store Dynamics

The narrative of BFCM 2023 is also a story of changing consumer behaviors. While online sales flourished, in-store retail experienced modest growth, with just a 1.1% increase in sales compared to the previous year. This contrast highlights the shifting preference of consumers towards online shopping, a trend further evidenced by the 8% increase in online orders compared to last year.

Implications for B2C Marketers

For B2C marketers these insights are invaluable. They underscore the need for a dynamic marketing strategy that embraces digital transformation. Brands must adapt to these evolving consumer preferences, leveraging platforms like TikTok to reach and engage with their target audiences effectively.

Looking Ahead: Future Marketing Strategies

The learnings from BFCM 2023 extend beyond mere sales figures. They offer a roadmap for future marketing strategies, emphasizing the importance of digital engagement and tailored online campaigns. Brands that can harness the power of digital marketing, particularly on emerging platforms, are likely to stay ahead in the increasingly competitive retail landscape.

BFCM 2023 has set new precedents in consumer spending and digital marketing. For brands and marketers aiming to capitalize on these trends, understanding and adapting to them is crucial. At Rockerbox, we provide the insights and tools necessary to navigate this dynamic market. Explore these trends in-depth and discover how Rockerbox can enhance your marketing strategies.

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