UPDATED WITH NEW INFO – Black Friday 2022: Now is the Time to Start Planning Your Marketing Strategy for a Successful Q4


Since our original post in June, new projections for Black Friday 2022 have become available!

Key Takeaway

Just over 50% of Black Friday shoppers plan to spend the same or less on holiday shopping in 2022 than they did last year.

For the 20% of shoppers who plan to spend less, here’s how they plan to accomplish that:

  • 29% plan to only buy gifts on sale
  •  27% will do more comparison shopping
  • 19% will do more shopping online
  • 18% will do more research online before buying in-store

Did you know?

Coupons have the second-highest influence on holiday purchase decisions, influencing 37% of consumers, just behind internet which influences 38% of consumers.

Black Friday 2022 Planning

Summer is the perfect time to start planning your Black Friday 2022 retail marketing strategy. As savvy retailers know, many uncertainties could affect the marketplace moving into Q4. As consumers slow their spending due to inflation, expect them to shop earlier for deals. The potential remains for supply chain and delivery delays, as we saw in 2021. Don’t be late to the game: now is the time to plan and ensure you don’t miss out on opportunities.

Black Friday 2021 Recap and Highlights

Black Friday 2022 falls on November 25, but expect to see deals start to pop up as early as October as we have in years past. With that in mind, let’s recap Black Friday 2021 to jump start your planning. Next month, we will break down Black Friday 2022 projections as they become available, so be on the lookout!

  • In 2021, retailers like Amazon, Best Buy, and Walmart launched sales earlier than ever in anticipation of shipping and supply delays.
  • Many consumers took advantage of these early offers. Although spending on Black Friday itself decreased 1.3% compared to the previous year, sales increased in November 2021 overall by 11.9% compared to 2020.
  • While Black Friday 2021 didn’t set any records, it remained the most popular shopping event of the holiday season with 154.5 million shoppers purchasing in stores or online—exceeding the National Retail Federation’s estimate of 108 million.
  • As pandemic restrictions were lifted, in-store traffic increased by nearly 19% from 2020 to 2021.
  • Consumers saved an average of 24% on Black Friday special offers, while average order values increased by 9% in 2021.
  • Nearly 43% of Black Friday sales occurred via mobile phones.
  • Amazon accounted for nearly 18% of all Black Friday sales.
  • The average adult spent $430 during the shopping event, with millennials being the biggest spenders.

Black Friday Shoppers Respond to Ads Across a Variety of Channels and Touch Points

In the past 12 months, Black Friday shoppers have responded to print and digital ads:

  • 65% responded to ads/coupons in the mailbox
  • 58% responded to an online ad
  • 62% responded to a streaming TV ad
  • 57% responded to a pre-roll video ad

Extend Reach & Response with Multichannel Campaigns

Mspark has an unmatched relationship with our national audience through our value-oriented print solutions, and that enables us to create offer-driven action for our clients. Our print advertising solutions, with consistently high response rates, are the foundation of an effective multichannel marketing strategy.

Did you know?

  • Purchase intent increases 175% when digital ad campaigns are anchored with print.
  • Print helps drive traffic online: 61% of consumers visited a retailer’s website after receiving a print ad.

Consumers who see ads in print and online channels are 52% more likely to notice and remember the message. This powerful print + digital combination increases the likelihood of making a purchase up to 60% than single channel campaigns.

Market leaders are planning now to ensure a successful Q4. Lock in your print campaigns early to avoid unforeseen paper and supply shortages or delivery delays. Stay tuned for our next post in July that will feature newly available Black Friday 2022 projections. Reach out today to connect with an Mspark team member and plan your strategy.

Sources: Prosper Insights & Analytics June 2022 Survey; “The Best Black Friday Deals 2021,” TechRadar.com; “Black Friday Sales Statistics,” spendmenot.com; AdMall AudienceSCAN 2021; Millward Brown Print Campaign Analysis; USPS Consumer Mail Moments Spring 2020, Summit Research; Valassis Awareness to Action Study; Connecting for Action – Canada Post Neuroscience Report; Valassis Purse String Survey