PAID SOCIAL HOLIDAY INSIGHTS

Deck the Halls with These Q4 Promotions

Insights based on Brand Value Accelerator (BVAccel) client promotional campaigns on Facebook and Instagram, managed by our Paid Media Team between October 2017 and June 2018.

AGGREGATE DATA (ALL VERTICALS)
20% Off Promotions have the highest CLICK THROUGH RATE (CTR) during the holidays
PROMOTION LENGTH

Longer promotions tend to perform better during the holidays, as customers take advantage of the extra time available to add items to their cart.

  • Less Than 10 days
    AOV
  • +2.5x INCREASE
    More Than 10 days
    AOV
PROMOTION TYPES

When comparing two-for-one promotions to expedited free shipping, two-for-one came out on top with an increase in CVR and AOV during the holidays, while free shipping lead to a higher CVR but lower AOV.

  • TWO-FOR-ONE
  • 6X HIGHER CVR
  • 45% HIGHER AOV
  • EXPEDITED FREE SHIPPING
  • 16x HIGHER CVR
  • 36% LOWER AOV
CLOTHING & ACCESSORIES
15% off promotions (Exceeding 10+ days)

During the holidays, 15% off promotions led to a 2x increase in CVR compared to 15% off promotions running outside of the holidays.

  • Non-Holidays Conversion Rate
  • +2X INCREASE
    Holidays Conversion Rate
HOME & FURNITURE
50% OFF (Or higher) PROMOTIONS
  • +2X INCREASE
    Holidays Conversion Rate
  • With a much higher price point, it is not surprising to see that higher discounts are more attractive to consumers shopping in Home & Furniture during the holidays.

AVERAGE ORDER VALUE (AOV)
20% Increase in AOV During The Holidays

Average order value increases 20% during the holidays, as customers take advantage of deals to stock up for family and friends.

DOLLAR VS. PERCENTAGE
  • 84%
    of Discounts Utilized Were a Percentage-Off
  • 62%
    Higher CVR Returned by Dollar-Off

Percentage discounts are more commonly utilized during the holidays, however, dollar discounts returned a higher CVR.

SHORT-TERM PROMOTIONS
  • Non-Holidays
    CVR
  • 33% INCREASE
    Holidays
    CVR

Short-term promotions (less than 10 days) are slightly more effective during the holidays, as opposed to outside the holidays.