menu close
menu close
back to Insight Page

Report: Retailers’ Ad Budgets Favor Black Friday Over Cyber Monday

Written by: Shane O'Neill, Director of Content

New Nanigans research takes a close look at how retailers plan to spend digital ad budgets during the 2018 holiday shopping season. The results of our new survey, based on responses from 100 senior digital advertising executives, indicate that retailers will invest more of their ad spend on Black Friday than any other day this holiday season.

Related post: Triopoly Playbooks: How Google, Facebook and Amazon Tackle Performance Advertising

In terms of budget allocation, our survey respondents revealed that a quarter of their annual ad budgets are used to target shoppers during Black Friday/Cyber Monday weekend. With total U.S. digital ad spend by retailers expected to be over $23 billion in 2018, retailers plan to dedicate almost $6 billion dollars in media toward this four-day period.

Where are advertisers putting their dollars? Facebook and Google are — no big surprise — the channels of choice for retailers. Google Search and Display (35%) and Facebook (18%) top retail marketers’ advertising plans, but Amazon is a close third (15%). This underscores Amazon’s momentum in digital advertising and its appeal as an online ecosystem for retailers.

“Retail marketers overwhelmingly value Black Friday itself over the Saturday, Sunday, or Cyber Monday that follow it, with 63% planning to prioritize ad budgets for Black Friday alone.”

It’s worth noting that marketers overwhelmingly value Black Friday itself over the Saturday, Sunday, or Cyber Monday that follow it, with 63% planning to prioritize ad budgets for Black Friday alone. On the other hand, just 20% of brands plan to spend more on digital ads for Cyber Monday shoppers. This could be a sign that marketers still see brick-and-mortar retail as a significant holiday revenue generator and that perhaps “Cyber Monday” is an antiquated concept for consumers used to shopping online all the time.

      Additional key findings from the study include:

    • More than half (51%) of retailers plan to keep 2018 holiday season ad budgets about the same as last year, while 48% plan to increase the amount they spend on holiday ads.
    • Thirty percent of retailers want to see higher ROI from their holiday ad spend, and 87% would reallocate some of this budget to other areas if they could.
    • For a majority of retailers, the holidays positively impact acquiring more customers with significant value, but the trade-off is the fact that 25% of marketers report dramatically higher cost of customer acquisition during this time.
    • The holiday advertising season starts early for the majority of retailers, with 64% of those surveyed implementing campaigns before Halloween.

Click below to walk through an interactive presentation of all the survey data.

Holiday retailer ad spend

next post

But wait, there's more

Join Our Newsletter