As the frenzy of post-Thanksgiving shopping kicks off, publishers have a golden opportunity to improve their commerce content revenue. By aligning with evolving consumer behaviors and preferences during major retail events, you can craft compelling content that drives your audience to act.
The 2024 Consumer Cyber Week research study offers valuable insights into the shopping habits and decision-making processes of over a thousand U.S. consumers during Cyber Week, spanning from Thanksgiving to Cyber Monday.
So, how do these findings relate to publishers? We’ve unpacked key insights so your team can make informed, data-driven decisions that will optimize your commerce content strategy and make the most of Cyber Week opportunities this year
Key takeaways from this blog
- Written reviews greatly impact consumer purchasing decisions, with 49% relying on them during Cyber Week.
- Most shoppers start product research 1-4 weeks before Cyber Week, creating an opportunity for engaging content to play a role.
- Gen Z and Millennials plan to boost their spending during Cyber Week and could be a crucial target audience for publishers.
- Electronics, fashion and apparel, and gaming and toys are this year’s top categories for Cyber Week shoppers.
- Consumers are beginning to adopt AI tools for deal-finding.
1. Written reviews play an integral role in the buyer’s journey
Though price comparisons stand out as the top way consumers decide what to buy during Cyber Week, research and reviews also play a crucial role, with 49% using them to guide purchases.
This highlights publishers’ potential influence in steering purchasing decisions with compelling content.
Among various content types favored by consumers for research, 43% prefer written reviews—despite the increasing popularity of video as a content medium for other purposes.
Diversifying your content mix caters to varying consumer preferences. However, in-depth, written reviews have the greatest potential to influence purchasing decisions.
2. Most product research occurs within a month of Cyber Week
As the buyer’s journey gets more complex, the average consumer’s research process intensifies. Cyber Week is no exception.
Just 8% of consumers shop spontaneously without researching during this period. While 30% begin researching before October, the majority (63%) begin exploring potential purchases one to four weeks before Cyber Week.
Consider when shoppers begin planning Cyber Week purchases and release your content during prime research time. As you near key retail days like Black Friday and Cyber Monday, boost promotion to engage readers more effectively.
Aligning your commerce content calendar and distribution strategy with consumer behavior can potentially increase profits during this period.
3. Younger generations plan to shop more this year
Among consumers who shopped during Cyber Week last year and plan to shop again this year, 32% intend to spend more than they did previously. Younger consumers are much more likely to spend than their older counterparts.
Younger generations are keeping up the momentum when it comes to Cyber Week shopping, with 71% of Gen Z and 69% of Millennials planning to spend the same or more this year.
As inflation hits consumers, they hunt for the best deals. You can seize this chance by creating timely commerce content featuring products with the steep savings that your audience values.
With Gen Z and Millennials ready to spend more during this period, developing content that targets these groups could lead to higher affiliate earnings.
4. Shoppers eye electronics, fashion and apparel, and toys and games
Cyber Week has evolved into a widespread online shopping event, with 78% of consumers reporting shopping online to some extent last year. However, they prefer hunting down deals on certain product types.
In 2024, three items top wishlists:
- Electronics (65%)
- Fashion and apparel (62%)
- Toys and games (51%)
Consider featuring products from these categories to boost value and conversion rates. Ensure your chosen products resonate with your audience and reflect your publication’s brand.
This approach will uphold your publication’s integrity while optimizing content for conversion.
5. Consumers are starting to adopt AI for deal hunting
Many publishers have expressed concern that the rapid rise of AI could eat into their commerce content earnings.
When shoppers were asked if they planned to use AI to help find Cyber Week deals and promotions, 30% of consumers expressed interest in using these tools, with a further 30% remaining undecided.
Younger consumers are more inclined to use AI, with 37% of Gen Z and 38% of Millennials intending to utilize these tools.
As adoption increases, publishers must adjust to the AI evolution before it plays an even more significant role in Cyber Week shopping.
6. Shoppers prefer wish lists to conduct research for Cyber Week
Many people pick what they want to buy first, then rely on some form of alert for price drops. This includes:
- Using wish lists to track items and receive alerts when prices drop (49%)
- Signing up for newsletters and alerts about upcoming deals (38%)
- Using price tracking tools to monitor changes on specific products (31%)
Only 29% consult publications they trust for product recommendations and deals.
With 43% relying on written reviews to decide what to buy, your content can boost brand awareness and sway buyers far before this retail event. However, some might not directly find deals and convert from your affiliate links.
Consider grabbing a bigger piece of the Cyber Week purchase pie by negotiating commission structures with your brand partners. Look beyond last-click attribution to more nuanced forms of compensation, such as participation bonuses. This is when a brand recognizes your influence on customer purchases by paying you a percentage of the cost-per-sale.
Make data-driven decisions for a successful Cyber Week ahead
During Cyber Week, seize opportunities to increase profits and engage readers by crafting a strong strategy. The six valuable consumer behavior insights can give you the core components needed to create content that yields results this shopping season.
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