This year’s Black Friday saw a 26% growth in online sales from 2011 according to comScore, while brick and mortar sales were down almost 2%. Of particular interest to software vendors is the fact that digital content and subscriptions saw a 29% growth, the largest improvement out of any category.
Though IBM’s Black Friday report differed slightly from comScore’s, noting that online sales grew only 21%, they reported that 16% of those online sales came through mobile commerce. According to Adweek, the bump in mobile spending represents a 63% increase from 2011. Since total online Black Friday sales generated over $1 billion, mobile’s contribution amounted close to $200 million in sales.
However, our prediction that social networks would play a key role in holiday shopping has so far proven unfounded as sales through Facebook, Twitter and other sites fell close to 35% compared to 2011.
Nevertheless, software companies are still promoting seasonal discounts to visitors who come directly through their sites and through various social networks. And just because Cyber Monday and Black Friday have passed, does not mean that consumers are done looking for holiday deals.
Nitro Pro, for example, is targeting visitors to their home page with a clever “Missed Cyber Monday?” discount that is available the whole week following Cyber Monday.
Another example of a software company that is trying to capitalize on the online shopping craze this week is Acronis, who is offering 40% off new purchases with their Cyber Week Special.
Additionally, software companies like Parallels are using their Facebook page to promote a season-long give away.
The link from the Parallels Facebook page leads to an optimized landing page that helps capture email addresses, presumably for the purpose of a long cycle drip marketing campaign.
While this tactic might not lead to an immediate direct sale, it does enhance loyalty from those who are already paying customers as well encourage the generation of potential leads.
We’re looking for more “holiday season” software promotions. Feel free to submit your own contributions of holiday related software promotions to elan@blog.cleverbridge.com and we will showcase your example on the blog throughout the holiday season.
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