Customer communication for Black Week started earlier this year - with increased volumes

November 24, 2023 – Since last Thursday, Voyado has been monitoring daily measurements to track the development of customer communication during Black Week. This year’s campaigns have been notable due to significantly earlier start times and increased volumes for both email and SMS.

Compared to the previous year, the total volume of email messages sent to consumers has increased by 26%, while the number of SMS messages sent has increased by a remarkable 40%.

According to Patrik Lackström, an analyst at Voyado, the increase in Black Week sales could be linked to the changing economic situation. He notes that the average receipt for Swedes has dropped by 10% since 2021, and people are now purchasing 12% fewer items, according to Voyado’s Retail Radar report. With Black Week being a crucial period for retailers to boost holiday shopping, the competition for consumer attention has become more intense than ever.

“The data suggests that many retailers are adjusting to increased competition by sending their promotions earlier than last year,” says Patrik.

The largest increase was noted on Monday, especially in the number of SMSs sent.

Here is a summary of Black Week so far:

Number of sent email messages:
371 million (an increase of 25.8% compared to 2022).

Number of sent SMS:
32.8 million (an increase of 40.5% compared to 2022).

The highest activity is expected to occur today, on the Black Friday.

“Historically, the highest number of offers has been sent on Black Friday itself, and all signs point to that being the case this year as well. It will be interesting to see if the increase is as significant as during the rest of the week or if Black Friday decreases in significance in favor of the entire Black Week,” concludes Patrik.