{"id":7783,"date":"2020-12-15T07:31:59","date_gmt":"2020-12-15T07:31:59","guid":{"rendered":"https:\/\/smarter-ecommerce.com\/blog\/en\/?p=7783"},"modified":"2022-04-08T08:13:29","modified_gmt":"2022-04-08T08:13:29","slug":"2020-black-friday-performance-report-for-google-shopping","status":"publish","type":"post","link":"https:\/\/smarter-ecommerce.com\/blog\/en\/analytics\/2020-black-friday-performance-report-for-google-shopping\/","title":{"rendered":"2020 Black Friday performance report for Google Shopping"},"content":{"rendered":"\n<p>2020 has been a year of generation-defining disruption \u2013 and with major disruption comes both loss and opportunity. For retailers, challenges in the face of offline closures have been substantial, yet a mile-high <a href=\"https:\/\/smarter-ecommerce.com\/blog\/en\/google-shopping\/2020-google-shopping-trends-in-a-year-of-global-crisis\/\">wave of online consumption<\/a> has been more than opportune for <a href=\"https:\/\/www.ben-evans.com\/benedictevans\/2020\/11\/22\/finding-a-new-level-for-ecommerce\">ecommerce growth<\/a>. Google Shopping has been a central marketing channel for capturing that vital consumer demand, especially during Black Friday.&nbsp;<\/p>\n\n\n\n<p>In recent years, Black Friday has become the simultaneous kickoff and peak of holiday shopping not only in the US, but here in Europe too. So how did this unofficial holiday look in this most unusual year? Pretty huge.<\/p>\n\n\n\n<p>In this concise report, I\u2019ll provide overall European benchmarks for&nbsp; impressions, costs, and clicks \u2013 plus specific insights for five key industries: Fashion &amp; Accessories, Electronics, Home &amp; Garden, Sports &amp; Fitness, and Health &amp; Beauty. This data is based on more than 500 Shopping accounts (501 to be exact). I will not tackle conversion or revenue here because, at time of writing, that data is not fully attributed yet.&nbsp;<\/p>\n\n\n\n<p>This information is sourced from anonymized and aggregated client data, which you can view via our interactive Data Studio report at <a href=\"https:\/\/smarter-ecommerce.com\/en\/smec-market-observer\/\">our Trends &amp; Reports section<\/a>.<\/p>\n\n\n\n<p>Before we dive into the benchmark data, I\u2019d like to start by looking at overall search interest related to Black Friday queries. This data is sourced from <a href=\"https:\/\/trends.google.com\/\">Google Trends<\/a>. Let\u2019s dig in!<\/p>\n\n\n\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_82_2 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\"><p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<\/div><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/smarter-ecommerce.com\/blog\/en\/analytics\/2020-black-friday-performance-report-for-google-shopping\/#2020-black-friday-search-interest-began-earlier-and-peaked-lower\" >2020 Black Friday search interest began earlier and peaked lower<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/smarter-ecommerce.com\/blog\/en\/analytics\/2020-black-friday-performance-report-for-google-shopping\/#black-friday-countdown-in-germany\" >Black Friday countdown in Germany<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/smarter-ecommerce.com\/blog\/en\/analytics\/2020-black-friday-performance-report-for-google-shopping\/#black-friday-countdown-in-united-kingdom\" >Black Friday countdown in United Kingdom<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/smarter-ecommerce.com\/blog\/en\/analytics\/2020-black-friday-performance-report-for-google-shopping\/#less-black-friday-search-interest-in-germany-and-uk\" >Less Black Friday search interest in Germany and UK<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/smarter-ecommerce.com\/blog\/en\/analytics\/2020-black-friday-performance-report-for-google-shopping\/#2020-black-friday-costs-clicks-and-impressions-%e2%80%93-all-industries\" >2020 Black Friday costs, clicks, and impressions \u2013 all industries<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/smarter-ecommerce.com\/blog\/en\/analytics\/2020-black-friday-performance-report-for-google-shopping\/#key-industries-spent-more-on-black-friday\" >Key industries spent more on Black Friday<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/smarter-ecommerce.com\/blog\/en\/analytics\/2020-black-friday-performance-report-for-google-shopping\/#home-garden-had-a-breakout-year-for-black-friday-shopping-impressions\" >Home &amp; Garden had a breakout year for Black Friday Shopping impressions<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/smarter-ecommerce.com\/blog\/en\/analytics\/2020-black-friday-performance-report-for-google-shopping\/#how-clicks-performed-during-black-friday\" >How clicks performed during Black Friday<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/smarter-ecommerce.com\/blog\/en\/analytics\/2020-black-friday-performance-report-for-google-shopping\/#hourly-cpc-and-click-development-%e2%80%93-all-industries\" >Hourly CPC and click development \u2013 all industries<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/smarter-ecommerce.com\/blog\/en\/analytics\/2020-black-friday-performance-report-for-google-shopping\/#final-word\" >Final word<\/a><\/li><\/ul><\/nav><\/div>\n<h2 class=\"wp-block-heading\" id=\"h-2020-black-friday-search-interest-began-earlier-and-peaked-lower\"><span class=\"ez-toc-section\" id=\"2020-black-friday-search-interest-began-earlier-and-peaked-lower\"><\/span><strong>2020 Black Friday search interest began earlier and peaked lower<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>According to Google Trends data, searches including the term Black Friday were higher in volume earlier in the season in two key markets, Germany and the United Kingdom. Peak interest was also lower relative to the previous years.<\/p>\n\n\n\n<p>While this is just one view on a complex environment, it is suggestive of a broader, less event-like holiday shopping season.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-black-friday-countdown-in-germany\"><span class=\"ez-toc-section\" id=\"black-friday-countdown-in-germany\"><\/span><strong>Black Friday countdown in Germany<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"588\" src=\"https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2020\/12\/1-1024x588.png\" alt=\"Countdown GER\" class=\"wp-image-7784\" srcset=\"https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2020\/12\/1-1024x588.png 1024w, https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2020\/12\/1-300x172.png 300w, https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2020\/12\/1-640x367.png 640w, https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2020\/12\/1.png 1418w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p>The above chart, based on Google Trends data, is used to compare how daily search interest developed in the 30 days leading up to Black Friday in 2018, 2019, and 2020. It is <strong>not<\/strong> intended to compare the height of the seasonal peaks: each year peaks at an indexed value of 100, but the absolute value is different for each year. Only Google knows those values.<\/p>\n\n\n\n<p>What we can learn from this chart:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>early Black Friday search interest has increased each year relative to the peak interest<\/li><li>distribution of 2020 interest was notably higher YoY from 14 to 30 days out<\/li><li>in 2019 and 2020 there was a peak in interest one week out, probably correlated with deal research<\/li><li>week-of volume was particularly sustained in 2020, likely due to more retailers running \u201cBlack Week\u201d promos<\/li><\/ul>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-black-friday-countdown-in-united-kingdom\"><span class=\"ez-toc-section\" id=\"black-friday-countdown-in-united-kingdom\"><\/span><strong>Black Friday countdown in United Kingdom<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"587\" src=\"https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2020\/12\/2-1024x587.png\" alt=\"Countdown UK\" class=\"wp-image-7785\" srcset=\"https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2020\/12\/2-1024x587.png 1024w, https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2020\/12\/2-300x172.png 300w, https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2020\/12\/2-640x367.png 640w, https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2020\/12\/2.png 1402w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p>What we can learn from this chart:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Again, distribution of interest has shifted earlier relative to the peak<\/li><li>Unlike Germany, UK Black Friday week-of interest was not as significant as 2019&nbsp;<\/li><li>A share of this interest appears to have shifted to an emerging peak two weeks out, also visible in 2019<\/li><\/ul>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-less-black-friday-search-interest-in-germany-and-uk\"><span class=\"ez-toc-section\" id=\"less-black-friday-search-interest-in-germany-and-uk\"><\/span><strong>Less Black Friday search interest in Germany and UK<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"691\" src=\"https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2020\/12\/3-1024x691.png\" alt=\"Interest UK and Germany\" class=\"wp-image-7786\" srcset=\"https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2020\/12\/3-1024x691.png 1024w, https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2020\/12\/3-300x202.png 300w, https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2020\/12\/3-640x432.png 640w, https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2020\/12\/3.png 1438w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p>These charts are used to compare how weekly search interest peaked in 2018, 2019, and 2020 for each geographic market. According to Google\u2019s data, search interest peaked 37% lower in Germany and 37.5% lower in the UK compared to 2019.<\/p>\n\n\n\n<p>So what does this mean? Was Black Friday a bust \u2013 or what happened?<\/p>\n\n\n\n<p>I would point to some key behaviors and trends to explain this:<\/p>\n\n\n\n<p>Historically Black Friday has been a massive draw for brick-and-mortar stores. From market to market, the&nbsp; viability of packing stores to fill carts with offline purchases ranged from reduced to impossible. This is due both to regulatory causes like max capacity enforcement as well as changing consumer behavior.<\/p>\n\n\n\n<p>An unknown share of the above search interest is related to ROPO deal-seeking behavior that was likely diminished for Black Friday 2020. It is probable that online interest was less affected than hybrid offline-online interest.<\/p>\n\n\n\n<p>This hypothesis is supported by narrowing in on Google Shopping search interest instead of overall Google search interest: in Germany, Shopping interest was only 19% lower, and in the United Kingdom 22% lower.<\/p>\n\n\n\n<p>That\u2019s the demand side. On the supply side, many merchants chose or felt compelled to run promos earlier and longer. Amazon\u2019s decision to hold Prime Day in mid-October and similar moves by big players fueled this trend. According to <a href=\"https:\/\/enterprise.plus.shopify.com\/rs\/932-KRM-548\/images\/Shopify_BFCM_Outlook_Report.pdf\">research by Shopify<\/a>, 66% of merchants planned to run promos the week before Black Friday or earlier \u2013 up from 58% in 2019. The same study revealed that Black Friday promos were a strategy for only 70% of merchants, down from 75% last year.<\/p>\n\n\n\n<p>I would suggest that Black Friday was not a bust for Google Shopping or online sales generally, but rather that it was part of a broader, earlier holiday volume trend. In the benchmarks to follow, we also see that impressions were up dramatically year-over, suggesting that while Black-Friday-specific queries may have suffered, overall product search volume was intact.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-2020-black-friday-costs-clicks-and-impressions-all-industries\"><span class=\"ez-toc-section\" id=\"2020-black-friday-costs-clicks-and-impressions-%e2%80%93-all-industries\"><\/span><strong>2020 Black Friday costs, clicks, and impressions \u2013 all industries<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"617\" src=\"https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2020\/12\/4-1024x617.png\" alt=\"Black Friday spend Google Shopping\" class=\"wp-image-7787\" srcset=\"https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2020\/12\/4-1024x617.png 1024w, https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2020\/12\/4-300x180.png 300w, https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2020\/12\/4-640x386.png 640w, https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2020\/12\/4.png 1470w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p>While Google search and Shopping interest were down year-over-year, looking at Google Shopping advertising stats across 20 industries tells a different story. We saw a significant increase in investment this year. On average, 62% of merchants spent more than last year \u2013 and they spent a lot more, averaging an additional 52% compared to 2019.&nbsp;<\/p>\n\n\n\n<p>This increased investment is no surprise as many retailers sought to offset missing offline sales not only on Black Friday itself but from the whole year. How well that investment paid off will be the subject of a later report once the conversions are more fully attributed, but initial conversion and revenue volumes were also strong.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"619\" src=\"https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2020\/12\/5-1024x619.png\" alt=\"Black Friday cost, clicks and impressions\" class=\"wp-image-7788\" srcset=\"https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2020\/12\/5-1024x619.png 1024w, https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2020\/12\/5-300x180.png 300w, https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2020\/12\/5-640x387.png 640w, https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2020\/12\/5-495x300.png 495w, https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2020\/12\/5.png 1512w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p>What we can report now is that Shopping impressions saw the largest upside, averaging 79% higher than in 2019. This indicates that Google could match a healthy volume of queries to products and CPCs were in place to capture that visibility. Advertisers who wanted to spend had the opportunity to.<\/p>\n\n\n\n<p>Shopping clicks naturally held a rather similar year-over-year relation to costs but, interestingly, we saw a more narrow range overall. The lower bound was notably closer to 0, suggesting that certain segments benefitted from lower CPCs and got increased clicks without increased investment. This is in line with a <a href=\"https:\/\/smarter-ecommerce.com\/blog\/en\/google-shopping\/2020-google-shopping-trends-in-a-year-of-global-crisis\/\">general reduction in CPC<\/a> that we\u2019ve seen since the Spring lockdown in Europe.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-key-industries-spent-more-on-black-friday\"><span class=\"ez-toc-section\" id=\"key-industries-spent-more-on-black-friday\"><\/span><strong>Key industries spent more on Black Friday<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"613\" src=\"https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2020\/12\/6-1024x613.png\" alt=\"cost per industry\" class=\"wp-image-7789\" srcset=\"https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2020\/12\/6-1024x613.png 1024w, https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2020\/12\/6-300x180.png 300w, https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2020\/12\/6-640x383.png 640w, https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2020\/12\/6.png 1524w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<ul class=\"wp-block-list\"><li>Ranges were broader for cost than for other metrics, suggesting a diverse spectrum of budgeting and CPC strategies.<\/li><li>These five key industries averaged +98% YoY costs, much higher than the +52% average seen across all industries.<\/li><li>Home &amp; Garden retailers massively upped their investment. Their growth might look more spectacular due to comparably lower historical spend volumes.<\/li><li>As a \u201cclassic\u201d Black Friday anchor industry, Electronics saw the tightest range and lowest average. These retailers were already spending huge sums, making it tougher to move the needle dramatically.<\/li><\/ul>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-home-garden-had-a-breakout-year-for-black-friday-shopping-impressions\"><span class=\"ez-toc-section\" id=\"home-garden-had-a-breakout-year-for-black-friday-shopping-impressions\"><\/span><strong>Home &amp; Garden had a breakout year for Black Friday Shopping impressions<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"616\" src=\"https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2020\/12\/7-1024x616.png\" alt=\"Impressions per industry\" class=\"wp-image-7790\" srcset=\"https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2020\/12\/7-1024x616.png 1024w, https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2020\/12\/7-300x180.png 300w, https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2020\/12\/7-640x385.png 640w, https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2020\/12\/7.png 1520w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<ul class=\"wp-block-list\"><li>Star Home &amp; Garden products included space heaters and even outdoor seating \u2013 for those looking at <em>al fresco<\/em> hosting options this winter due to COVID-19.<\/li><li>Fashion averaged very close to the top of their range at double last year\u2019s volume, suggesting it was quite unusual to have flat visibility.<\/li><li>Health &amp; Beauty reached a similar average as Fashion, but with a much taller range. Some strong upward outliers pursued reach strategies via aggressive CPCs.<\/li><\/ul>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-how-clicks-performed-during-black-friday\"><span class=\"ez-toc-section\" id=\"how-clicks-performed-during-black-friday\"><\/span>How clicks performed during Black Friday<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"617\" src=\"https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2020\/12\/8-1024x617.png\" alt=\"Black Friday clicks per industry\" class=\"wp-image-7791\" srcset=\"https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2020\/12\/8-1024x617.png 1024w, https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2020\/12\/8-300x180.png 300w, https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2020\/12\/8-640x386.png 640w, https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2020\/12\/8.png 1530w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<ul class=\"wp-block-list\"><li>Sport &amp; Fitness and Health &amp; Beauty both have dramatically lower click ranges than cost ranges, as well as averages weighted toward the lower bound, suggesting that the biggest spenders might have overextended their CPCs.<\/li><li>Electronics and Fashion \u2013 Black Friday mainstays \u2013 had comparably wide ranges and similar averages. Electronics however has slightly more centered average, suggesting a more even distribution.&nbsp;<\/li><\/ul>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-hourly-cpc-and-click-development-all-industries\"><span class=\"ez-toc-section\" id=\"hourly-cpc-and-click-development-%e2%80%93-all-industries\"><\/span><strong>Hourly CPC and click development \u2013 all industries<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"516\" src=\"https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2020\/12\/9-1024x516.png\" alt=\"Black Friday clicks per hour 2020 vs 2019\" class=\"wp-image-7792\" srcset=\"https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2020\/12\/9-1024x516.png 1024w, https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2020\/12\/9-300x151.png 300w, https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2020\/12\/9-1536x775.png 1536w, https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2020\/12\/9-640x323.png 640w, https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2020\/12\/9.png 1646w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<ul class=\"wp-block-list\"><li>Click volume again peaked in the late evening hours \u2013 even more concentrated around 9pm than last year. I would have expected a broader click distribution since fewer shoppers were out at stores during the day.<\/li><li>While 2019 saw CPCs ramp till 11am and then gradually cool down, in 2020 we saw a faster peak at 10am that was sustained throughout the daytime hours.<\/li><\/ul>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-final-word\"><span class=\"ez-toc-section\" id=\"final-word\"><\/span>Final word<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Despite some indicators of cooling consumer demand and merchant-side shifts in promotional strategies, Black Friday 2020 was as key as ever for brands and retaliers. This was visible in Google Shopping where a majority of advertisers increased ad spend year-over-year \u2013 often dramatically. In key industries, this trend was even more clear.<\/p>\n\n\n\n<p>Additional analysis is required to formulate a bigger picture and answer certain open questions: how did advertisers on the Shopping channel fare more broadly during Q4? How did Cyber Monday, Single\u2019s Day, the rescheduled Prime Day, and other key dates develop? When more fully attributed, what story will conversions, conversion value, and conversion rate tell?<br>I intend to answer exactly these questions early in 2021 in a comprehensive Q4 2020 retrospective. Meanwhile, you can read my <a href=\"https:\/\/smarter-ecommerce.com\/blog\/en\/google-shopping\/2020-google-shopping-trends-in-a-year-of-global-crisis\/\">Q3 2020 retrospective<\/a> for more Google Shopping insights.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>2020 has been a year of generation-defining disruption \u2013 and with major disruption comes both loss and opportunity. For retailers, challenges in the face of offline closures have been substantial, yet a mile-high wave of online consumption has been more than opportune for ecommerce growth. Google Shopping has been a &#8230;<\/p>\n","protected":false},"author":22,"featured_media":7794,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[345,4,7],"tags":[46,625,660,143,173],"class_list":["post-7783","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-analytics","category-ecommerce","category-google-shopping","tag-black-friday","tag-ecommerce-analysis","tag-ecommerce-growth","tag-google-shopping","tag-impressions"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.7 (Yoast SEO v27.3) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>2020 Black Friday performance report for Google Shopping<\/title>\n<meta name=\"description\" content=\"Black Friday has become the peak of holiday shopping in Europe. 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