Labor Day 2021: Key Takeaways From 2020

September 2, 2021
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Labor Day sales are finally here — the perfect time to score discounts on TVs, large appliances, patio furniture and more. Preparation during this time is crucial in ensuring all your shoppers make it to the check out page. 

This begs the question, are you ready to maximize your website traffic and increase your conversions? 

This year, we’re looking back at industry data and benchmarks from our customers’ online traffic in 2020, over the same period. We’ll dive into key takeaways from Labor Day 2020 so that you’re equipped with application methods to win big in Labor Day 2021.

Diving Into The Data

For the majority of industries, we weren’t surprised to witness significant jumps in online traffic and conversions.

Our data also revealed the significant percentage of online shoppers impacted by Customer Journey Hijacking, whose journeys were disrupted by competitor offers, luring them to other sites over Labor Day weekend. This deprived online retailers and eCommerce brands of a significant portion of revenue they would have otherwise enjoyed. 

From our data, we looked to see which industries had the largest increase in eCommerce, and how much potential sales revenue was lost due to Customer Journey Hijacking. 

While most industries we work with saw increases in their online sales, health and beauty, apparel, and gifts and hobbies retailers stood out, seeing remarkable spikes in total online conversions in 2020 compared to the 2019 Labor Day weekend. 

Here’s a full breakdown of the biggest year-over-year increases we saw.

When looking at online sales increases from 2020’s Labor Day weekend  compared to the previous weekend period in 2019, apparel and fashion retailers saw the largest increases in online sales:

How did Customer Journey Hijacking impact these industries? As can be seen by these results, while several industries enjoyed major increases in eCommerce sales during last year’s Labor Day weekend, a sizable chunk of their traffic was exposed to unauthorized ad injections.

In most cases, the industries that enjoyed the biggest sales boosts also had the most significant increases in unauthorized ad injections. That correlation should come as no surprise, as we typically see that Customer Journey Hijacking affects roughly 20% of online shopping sessions.

But, for retailers that opted to automatically block unauthorized ad injections in real time, the picture looked very different. Because these injections disproportionately target the most active (and most promising) online shoppers, blocking them dramatically improves an eCommerce website’s chances of successfully selling to those consumers who are already more purchase-intent. 

The result? Over Labor Day weekend, our clients in the U.S. saw that their highest conversion rates were amongst these recovered shoppers, who would have been subjected to ad injections if not for our Customer Hijacking Prevention solution.

Summing It Up

Online shopping grew exponentially during 2020, and this data helps us prepare for expected big retail sale days in 2021. With major sales events coming up over the next few months, analyzing past Labor Day sales numbers will assist major eCommerce brands in preparing for Black Friday, Cyber Monday, and the rest of the holiday shopping season in 2021 and early 2022. 

Although consumers have embraced eCommerce to a truly unprecedented extent over the past year, many have also become more price-sensitive in the face of widespread financial concerns. As a result, competition has grown more fierce, putting pressure on brands to lower their prices. 

This year, it’s safe to predict that Customer Journey Hijacking will be a force to reckon with, but don’t stress — we’ve got your back. 

With Customer Journey Hijacking, we’ll help you prevent ad injections from reducing online conversion rates between 1.5% to 5%, recovering millions of potential revenue. 

Tis’ the season to shop. Happy Holidays! 

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