Retail CX Insights: Black Friday By the Numbers

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Black Friday By The Numbers – What Our Data Tells Us


Black Friday weekend is the peak of the retail year, driving both a high volume of sales and a corresponding increase in customer inquiries.

Like each year before it, Black Friday 2021 was no exception.

Yet, after two years of pandemic-induced lockdowns and public health measures, some things about how we shop have changed.

We’ve analyzed customer interaction trends captured from Linc’s CX Automation platform across the last three years to see just how consumer preferences and behaviors have shifted from 2019 to 2021.

Let’s take a look.


Takeaway: It’s Not eCommerce vs. Bricks-and-Mortar


For the first time in history, Black Friday 2021 saw a noticeable drop in online sales compared to the year before.

Online sales during Black Friday 2020 hit an all-time high of $9.03B, followed by a decline of 1.3% in the 2021 season to $8.9B. Cyber Monday 2021 sales also dropped 1.4% year-over-year to $10.7B.

But that doesn’t mean shoppers flocked to the malls instead.

What we’re seeing is the emergence of hybrid shopping, with customers prioritizing maximum flexibility across the purchase life cycle to minimize disruptions and inconvenience.

In this hybrid approach, businesses leverage both digital and physical touch points to engage throughout the customer journey and fulfill purchases through options like Buy-Online-Pickup-In-Store (BOPIS) or Buy-Online-Ship-To-Store (BOSS).

Look for hybrid shopping to continue to grow in 2022 and beyond.


Takeaway: Post-Purchase Still Dominates Order Inquiries, But Order Modification and Promo Support are Hot Topics


When brands experience an influx of sales, so too do their customer support teams experience a rise in support requests to their call centers or live chat teams. 

Automation, however, greatly deflects the influx of calls and outreach to human agents  and allows customers to rapidly resolve their inquiries either through automated assistance or through self-service landing pages.

We dug into the top customer intents driving automated support inquiries over the last three holiday seasons.


cx automation use cases stats

*Date range: Nov. 25th, 2019 – Dec. 2nd, 2019 | Nov. 23rd 2020 – Nov. 30th, 2020 | Nov. 22nd 2021 – Nov. 29th 2021


Post-purchase inquiries such as order tracking or modification continued to reign supreme as the most common support topic, which, given the current state of the global supply chain, comes as no surprise.

Instances of customer support around navigating promotions remain among the most frequent inquiries after jumping up to number two last year.

After almost two years of businesses closing their doors, major brands resorting to furloughs, and unemployment being at an all-time high, consumers were focused on identifying ways to save money via promotions and sales.

Even as the economy has begun to rebound, this appetite for deals hasn’t died.

While the combined intentions of our clients’ customers paints a vivid picture of post-purchase inquiries as the top topic of customer support initiatives, once we look at customer intent by individual verticals, priorities shift.

While clothing brands such as PacSun and Carter’s still ranked post-purchase use cases among their top reasons for customer outreach, the data we saw from beauty brands (Strivectin and Farmacy Beauty) and accessory brands (Kipling and EZContact) told a different story.


customer inquiries change dramatically

*Date range: Nov. 25th, 2019 – Dec. 2nd, 2019 | Nov. 23rd 2020 – Nov. 30th, 2020 | Nov. 22nd 2021 – Nov. 29th 2021


These retailers had a larger volume of customer inquiries about active promotions and questions relating to specific products, such as locating particular items, which given their number of SKUs and the personal nature of their products, makes sense.

As we moved to physical, durable goods, the effects of closed stores were immediately noticeable.


As we moved to physical, durable goods, the effects of closed stores were immediately noticeable

*Date range: Nov. 25th, 2019 – Dec. 2nd, 2019 | Nov. 23rd 2020 – Nov. 30th, 2020 | Nov. 22nd 2021 – Nov. 29th 2021


From 2019 to 2020, the top intent of customer outreach shifted from post-purchase order support to consultative selling. Without the ability to venture to stores to research products in person, customers relied heavily on businesses’ automated support to get their product-related questions answered.

In 2019, FAQ and product-related inquiries didn’t even rank as a topic for outreach intent, but by 2020 they accounted for over 17% of all inquiries.

Even as stores reopened in 2021, this inquiry type remained popular, as consumers became used to relying on automated assistance during the crucial research-before-you-buy phase.


Takeaway: Customer Comfort With Automated Support Has increased, But Human Agents Haven’t Been Unseated Yet


While robust automation is able to resolve over 85% of common customer support inquiries ranging from research to buying to post-purchase support, there will always be a handful of complex use cases that require escalation to a human agent for resolution.


automated support increased


During 2020, the primary reason for outreach to a live agent revolved around account management, which involves activities such as updating payment methods, adjusting reorder frequency, or making changes to subscriptions.

In 2021, over 21% of all human-to-human interactions were for order modifications, while a further 17% were inquiries related to tracking orders, again pointing to shoppers’ desire for hand-holding during what were, at least this season, the most variable and complex aspects of the purchase process.


In 2021, many still relied on live agents to resolve post-purchase use cases despite automated solutions being in place

Date Range: Nov. 22nd 2021 – Nov. 29th 2021


Across all industries, however, it was clear that automation was able to offset the inundation of call centers and live chat agents by resolving the bulk of customer support inquiries in real-time, without human agent involvement

As we reviewed the analytics surrounding customer intent, it was undeniable that brands that leveraged automation saved themselves from being completely overwhelmed with customer inquiries surrounding commonplace use cases.

Despite many customers utilizing the automated and self-service solutions set in place, many still opted for the human-to-human interactions, perhaps simply out of familiarity.

Yet, if these brands had not implemented automation to deflect some of these every day use cases, the results could have been catastrophic.


Takeaway: Automation Kept  Retail Brands’ Heads Above Water.


Brands that employed automation saw an unprecedented reduction in support costs from 2019 to 2021.

Whereas businesses that had automation solutions deployed in 2019 typically saw an average annual support cost reduction of $333K, by 2021 that figure exploded to $870K annually–more than a 161% increase in savings in the span of two years.


Automation kept brands’ heads above water


As we reviewed the analytics surrounding customer intent, it was undeniable that brands that leveraged automation not only reduced customer care costs, but also saved themselves from being completely overwhelmed with customer inquiries surrounding commonplace use cases.

Historically, the holiday season has been a nightmare for live chat and customer support centers.

Often, the influx of customer outreach can’t be matched even by hiring seasonal support workers.

In an economy where recruiting and hiring these employees has become more complex and costly than ever before, leveraging automation made a significant bottom-line impact for brands this Black Friday.

Takeaway: Personalization Drives Revenue


In 2019, brands that employed automated solutions saw average revenue generation of $1.06 per session. By 2021, the same brands were generating an average of $3.89 per session–an increase of over 266% more in just two years.

By leveraging a brand’s product catalog and internal sales knowledge, coupled with an understanding of customer shopping habits at an individual level, automated solutions were able to make product recommendations that resonated with customers, leading to more sales and greater spending per order.

In the same vein, we found that individualized product recommendation campaigns outperformed traditional promotional campaigns by nearly 300% across our clients.


Automation can massively drive revenue


The data is clear–shoppers want to feel seen and cared for and will reward these efforts by opening their wallets a little wider.


Bottom Line: The Pandemic Consumer is Here to Stay


As consumers turned to online shopping more frequently in the last two years, they’ve begun to heavily scrutinize their digital experiences on a brand-by-brand basis and will continue to do so even after the pandemic eventually subsides.

Businesses that quickly and thoughtfully adapted to shifting consumer behavior and engaged with customers on their own terms saw an increase in satisfaction and loyalty.

Our data tells a compelling story – stellar customer experience has cemented itself as today’s number one competitive advantage, overshadowing even price and product quality.



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