15 October 2024

Preparing for Black Friday: 7 Winning Strategies to Promote Electronics and Home Appliances

Black Friday is just around the corner, and that means it’s time to prepare advertising campaigns – right now. This is especially true for high-ticket items such as home appliances and electronics, as shoppers start planning their spending in advance and look for the best deals.

Given these factors, it’s important to stay updated on current trends. Therefore, today we will present information about the electronics and home appliances market in 2024, based on a study by Criteo.

We will also outline 7 winning strategies to promote these products during the Black Friday period.

Global budgets for technology grew in Q3 2024

According to Criteo data, consumers worldwide continue to spend money on home appliances and electronics. In the USA, UK, France, and Germany, 70% of consumers increased their spending on electronics and appliances in the third quarter compared to last year.

Japan stands out significantly in this regard: 90% of shoppers either increased their spending or maintained their previous levels.

South Korea also showed a positive trend: 60% of consumers expanded their technology budgets or kept them the same.

Moreover, even more shoppers are expected to continue this trend. Many plan to maintain or increase their budgets for electronics ahead of Black Friday and the upcoming holiday season.

Consumers are seeking new electronics brands

Criteo experts emphasize that in 2024, shoppers have become more open to new brands. When choosing products, they compare at least three different brands, making them more demanding.

Additionally, more than a third of consumers are opting for brands they haven’t interacted with in the past year. This creates excellent opportunities for companies.

Brands can target competitors’ customers by offering more attractive conditions or use brand advertising to increase their visibility.

Consumers are seeking new electronics brands

Practical experience matters

Electronics and home appliance shoppers prefer hands-on experience.

Almost half of consumers (44%) want to physically interact with products before making a purchase. This underscores the importance of trial opportunities and product demonstrations.

Practical experience is also important for online shopping. For instance, 35% of frequent electronics buyers watch unboxing videos and reviews. In contrast, only 25% of shoppers in other categories do the same.

Consumers postpone brand selection until the last moment

The journey to purchase can take anywhere from 32 minutes to 49 days. On average, the process lasts about 20 days and includes stages from information gathering to decision-making. This highlights the importance of a brand’s constant presence in the consumers’ field of vision.

Many make last-minute decisions before Black Friday. For example, over 33% of laptop buyers compare brands up to a week before their purchase.

In this context, mobile advertising becomes especially effective. The regular appearance of a brand in advertisements helps accelerate decision-making and brings consumers closer to making a purchase.

Recommendations for Brands and Retailers

1) Align campaigns with sales peaks

Schedule advertising campaigns to coincide with sales peaks, such as Black Friday.

For example, video game sales peak on Black Friday, and the average purchasing journey lasts 20 days. This means shoppers will start their purchasing journey around November 9, 2024.

2) Attract new customers

Since a third of electronics buyers are open to new brands, use highly personalized advertisements.

These will help showcase the benefits of your products and explain why now is the perfect time to try something new.

3) Create unique content

Unique content plays a key role in promoting ahead of Black Friday. It’s advisable that the content varies slightly across each platform while maintaining a consistent message and design.

Additionally, include video reviews, gamification elements, and other formats in your content. Experiment with different approaches to find the best combination for your audience.

For example, on the BYYD platform, we use the latest interactive formats to capture users’ attention and encourage engagement. We can implement formats such as Rich Media, Video Interaction, Split Screen, and more.

4) Use retargeting

Remind potential customers of your brand through ads that highlight the unique benefits of your product and set it apart from competitors.

5) Maintain an “always-on” strategy

Utilize email marketing and discount notifications to stay top-of-mind with consumers throughout their purchasing journey.

6) Focus on customer needs

Study the needs of your target audience and tailor your offerings to align with their preferences. Consider customer feedback and requests to improve your product and marketing strategy.

7) Invest in mobile advertising

Given the rise in mobile device usage, create mobile ads and optimize content for mobile platforms to effectively reach your target audience.

Our programmatic platform has been successfully engaged in mobile advertising for 9 years, offering placement of various formats of creatives, with their production as a bonus to promotion.

Check out our case studies on the successful promotion of electronics and home appliances on our website to see how we help brands achieve high results.

Now it’s time to put these tips into practice. If you’re ready to launch a campaign and are aiming for excellent results, get in touch with us.