Post-Black Friday insights + Jacquemus’ $270M blueprint
Post-Black Friday insights + Jacquemus’ $270M blueprint
Greetings,
And welcome to your weekly dose of growth insights!
Black Friday has wrapped up, but the insights we're gleaning are invaluable for shaping strategies as we move deeper into the holiday season.
This year's Black Friday sales saw an impressive 48% increase, with sales beginning to accelerate as early as 3 AM and peaking around 9 AM. The momentum remained strong throughout the day until about 8 PM. While new customer sales outpaced repeat customer sales, it's noteworthy that cumulative repeat customer sales since November 18 still surpass new customer sales. This highlights how effective customer reconversion strategies can significantly boost revenue.
Key Post-Black Friday Insights (Nov 18 - Dec 2):
⬆️ Overall Sales: Up 68%
⬆️ New Customer Sales: Up 63%
⬆️ Repeat Customer Sales: Up 72%
⬆️ Ad Spend: Up 44%
➡️ Blended & New Customer MER: Trending consistently with last year
These insights were shared by Feifan Wang, Founder at SourceMedium, who noted the impressive efforts of brands in reconverting their customers during this peak period.
This week, we're diving into Jacquemus, a luxury brand that's redefining marketing through storytelling and experiential campaigns. We'll also spotlight SourceMedium, a tool that empowers you to turn data into actionable growth strategies.
Jacquemus – A Blueprint for Modern Luxury
Since its founding in 2009, Jacquemus has disrupted the luxury fashion market with bold storytelling and innovative marketing. Simon Porte Jacquemus has transformed his personal experiences into a brand that blends authenticity, aspiration, and accessibility.
Financial Snapshot
2023 Sales: €270 million
October 2024 Online Revenue: $1.49M
Average Order Value (AOV): $400–$425
Despite challenges such as shifting preferences toward in-person shopping, Jacquemus continues to stand out with its creative campaigns and targeted digital strategies.
Results of Jacquemus’ Digital Strategy
37.99% Direct Traffic: Strong brand recognition with customers actively typing the website URL.
33.59% Organic Search: Effective SEO through high-quality content and a robust digital presence.
Social Media Dominance: Instagram drives the majority of traffic, leveraging its visual-first platform for engagement and brand storytelling.
The Secret Sauce: Experiential Campaigns & Storytelling
Jacquemus blends emotion and creativity to connect with its audience.
Runway Spectacles: From lavender fields to a floating pink runway in Hawaii, every campaign is an Instagrammable moment.
Guerrilla Marketing: Oversized “Le Chiquito” bag sculptures in Paris streets blur the lines between art and advertising.
Pop-Up Vending Machines: Paris shoppers indulged in the fun of luxury vending machines.
Curious about Jacquemus’ full playbook for blending creativity and commerce?
Click here to read the complete case study.
Tool Spotlight: SourceMedium
SourceMedium is a cutting-edge analytics tool designed to help eCommerce brands monitor performance, uncover growth opportunities, and optimize decision-making.
Why SourceMedium?
Unified Dashboard: View all your ad spend, sales, and engagement metrics in one place.
Customer Insights: Analyze customer lifetime value (LTV) and identify high-performing segments.
Revenue Attribution: Understand which channels and campaigns drive the most conversions.
Data-Driven Optimization: Gain actionable insights to improve ad efficiency and ROI.
Ecommerce News and Trends
Black Friday Breakthroughs
Online Black Friday sales reached record highs, with a 48% increase year-over-year. Brands that invested in loyalty programs saw the highest returns.Black Friday 2024: Winners & Losers
A recap of Black Friday 2024 reveals key winners and losers in online retail, offering insights into consumer behavior and sales trends.OpenAI May Add Ads to AI Products
OpenAI is reportedly exploring the inclusion of ads in its AI products, potentially reshaping the monetization strategy for AI technology.Non-European Sellers Dominate EU Market
Most top online sellers in Europe are non-European, highlighting the influence of global e-commerce giants on the region’s market.The Rise of Reviews and Unboxing
Shoppers are increasingly influenced by reviews and unboxing videos, highlighting the importance of user-generated content this season.
That’s a wrap for this week! From Jacquemus’ creative campaigns to SourceMedium’s analytics solutions, I hope you’ve found plenty of inspiration to take your brand to the next level.
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Here's to your success,
Sid
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