As we look forward to the Fourth Peak of the year,BFCM/Holiday 2023,itstempting to think the work is almost done and youve almost reached thesummit of this year’s journey.
While there is some truth to that,here’s what you need to understand to winHoliday 2023:
The Black Friday peak within the yearly marketing calendar is really betterthought of as four separate mini-peaks.
Maximizing your Q4 outcome is contingent upon your ability to master eachof the 4 mini-peaks within the 4th peak.
Or,to say it another way,brands filled their sponge full of new customersduring 2020,and then squeezed the sponge over the course of 2021-2022,meaning revenue over that period was heavily propped up by ReturningCustomers.
The big issue here:
In Q12023,we saw the lowest YoY Growth in Returningcustomers we’ve seen in the past 4 years.
Case in point,Q12023 is+5%YoY,while Q12022 was +38%YoY.Meaningbrands’Existing Customer Rev base has fallen off of a cliff.
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