[Case Study]: 2019 Black Friday & Cyber Monday Sales for Advertisers

Is your brand looking for more sales this November 2020?
This case study will show you the sales performances for Advertisers in South East Asia who participated in last year’s (2019) Black Friday & Cyber Monday event with Involve.
At the end of this case study, you can make an informed decision whether your brand should join in on the upcoming 2020 Black Friday & Cyber Monday (BFCM) sale that will take place from 27th Nov until the 30th Nov 2020.

Key Findings From Black Friday 2019 Sales

1. Top 4 South East Asian countries with the highest sales during BFCM 2019
2. Overall 2019 BFCM sales by product or service category
3. Top-performing Offers during 2019 BFCM by country
4. How our top performing Publishers promoted products during BFCM 2019

Sales PositionSEA CountrySale (USD) & (%)Top 3 Selling CategoryTop Offers
1Indonesia$ 634,000

(41%)

  1. Marketplaces (72%)
  2. Travel (26%)
  3. Fashion (2%)
  1. Tokopedia
  2. Hotels.com
  3. Shopee
  4. Blibli
2Malaysia$ 348,789

(23%)

  1. Travel (45%)
  2. Marketplace (35%)
  3. Fashion (13%)
  1. Hotels.com
  2. Lazada app
  3. Shopee
  4. Zalora
3Thailand$ 270,607

(18%)

  1. Travel (54%)
  2. Marketplace (41%)
  3. Fashion (4%)
  1. Hotels.com
  2. Shopee
  3. Lazada
  4. The Book Depository
4Singapore$ 267,826
  1. Travel (58%)
  2. Marketplace (26%)
  3. Fashion (13%)
  1. Hotels.com
  2. Lazada app
  3. Zalora
  4. The Book Depository

Top Black Friday & Cyber Monday Sale in 2019 by Country in South in Asia

Top Overall Sale Category During Black Friday 2019 in SEA

Sales PositionSales CategoryTotal Sale (USD)Percentage
1Travel$2,661,85663%
2Marketplace$985,70323%
3Health & beauty$320,7268%
4Fashion$206,0405%

  • During the Black Friday & Cyber Monday sales in 2019, Travel leads with 63% of the overall sales category. In 2020, with travel bans due to the COVID-19 pandemic, we can safely predict that the travel sector will be hit very hard in 2020.
  • Items being sold on marketplaces (Shopee, Tokopedia, Lazada, etc.) is the second-largest sales during 2019 BFCM at 23%. Due to the COVID-19 pandemic and more people spending time indoors, we predict that the marketplace sales will take the lead during Black Friday & Cyber Monday 2020.
  • Health & Beauty is the third-largest sale category. With more Influencers promoting products in this category, we can predict a steady increase in sales for this category in 2020 and beyond.
In the next section, you can see the breakdown of the top 4 performing Offers for each country:

Top Performing Offers During BFCM 2019 by Country

CountryTop 4 OffersCategory & Percentage
Indonesia
  1. Tokopedia
  2. Hotels.com
  3. Shopee
  4. Blibli
  1. Marketplace – 45%
  2. Travel – 26%
  3. Marketplace – 22%
  4. Marketplace – 7%
Malaysia
  1. Hotels.com
  2. Lazada app
  3. Shopee
  4. Zalora
  1. Travel – 53%
  2. Marketplace – 21%
  3. Marketplace – 18%
  4. Fashion – 7%
Thailand
  1. Hotels.com
  2. Shopee
  3. Lazada
  4. The Book Depository
  1. Travel – 60%
  2. Marketplace – 20%
  3. Marketplace – 15%
  4. Marketplace – 5%
Singapore
  1. Hotels.com
  2. Lazada app
  3. Zalora
  4. The Book Depository
  1. Travel – 66%
  2. Marketplace – 20%
  3. Fashion – 8%
  4. Marketplace – 6%

  • All countries have the travel and marketplace as one of their top 4 performing category.
  • Fashion (Zalora) made it to the top 4 sale category in Malaysia & Singapore.
  • The Book Depository made it to the top 4 sale category in Thailand & Singapore.

How our Top Publishers Promoted BFCM 2019

There are a few ways Publishers can promote your products online. Based on last year’s BFCM sales performance, the top 2 medium with the highest sales are:
1. Article review
2. Video review
Here’s an example of a high converting product list article review:

One of our top Indonesia Publsihe (mybest): They promote products through listicle articles

Video reviews on YouTube does extremely well nowadays especially for tech gadgets. Here’s an example of a YouTube video product review that generated a lot of sales for Advertisers:

Gadgetin: They promote products through video reviews on YouTube

Wrap-Up & Register Your Brand for BFCM 2020

  • Sales for the Travel category will be severely hit in 2020 due to the COVID-19 pandemic.
  • Based on data, the Marketplace, Health & Beauty, and fashion category might be the top performers for BFCM 2020.
  • Article and video content reviews converts into a lot of sales.
Joining the Black Friday & Cyber Monday 2020 sale (from 27th to 30th Nov 2020) will connect your brand with over 52,000 Publishers that are registered with Involve, therefore increasing your chances of a boost in sales in November.
Register your brand in the Google form below, and your Advertiser Manager will contact you:
Google Form