Bluecore collected data on Black Friday 2021, analyzing 4.5 billion shopper events across brands’ e-commerce sites, including for 19 health and beauty brands. The company's analysis included shoppers viewing products, abandoning products, adding products to cart, conducting keyword searches and completing sales transactions. The company derived the data from 348 million first-party cookies, 502 million cart events, three million unique products, 33 million orders and $4 billion in total sales across 153 retail brands. Above is a look at select findings from the company's full report.
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Health & Beauty Shopper Insights from Black Friday 2021
Bluecore analyzed 4.5 billion shopper events on e-commerce sites for several product categories.
Health & Beauty and Specialty Gifting have the greatest increases in third and fourth-time buyers which could indicate that they have strong post-purchase nurture streams or strong replenishment programs for Healthy & Beauty specifically, found Bluecore, which offers a multi-channel personalization platform for retailers. The 23% decrease in first-time buyers for Health & Beauty in 2021 could be attributed to a year of discovery in 2020, especially considering the 2020 trend for at-home self-care, said Bluecore. This is now normalizing, the Bluecore added. However many shoppers came back for a third and fourth purchase, which could indicate a desire to remain with the brands they discovered in 2020.
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