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Each 12 months, we might discover that lots of the high 10 apps within the Procuring class held onto their excessive rankings throughout Black Friday promotions. One thing comparable occurred this 12 months, with one app holding onto its #1 place all year long and only some adjustments across the different positions. Learn this weblog to try the influence of Black Friday campaigns on Procuring apps in 2021!


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A development we observed this 12 months is that Black Friday was large, however not momentous like in earlier years; for the very first time, Black Friday purchasing decreased. Based on Adobe Analytics’ 2021 Vacation Procuring Report, shoppers spent $8.9 billion on Black Friday this 12 months, down from $9 billion final 12 months.

Whereas this solely represents a slight lower in spending, that is nonetheless an enormous change from the usually record-breaking Black Fridays of earlier years. As per the report, this development could possibly be because of a rise in early buying, since a number of retailers started gross sales and promotions as early as October. When patrons did make on-line purchases on Black Friday, Adobe reviews that 44.4% of these gross sales have been made by way of smartphones, a rise of 10.6% from the earlier 12 months.

Affect of Black Friday on App Retailer downloads & efficiency

That can assist you higher perceive the influence of Black Friday on Procuring apps in 2021, we have now analyzed how obtain estimates fluctuated for various apps through the occasion! As proven under, the highest charts of the Procuring class (US App Retailer) remained fairly secure throughout Black Friday:

We’ll now take a better have a look at the apps that notably benefited (or not) from Black Friday 2021 on the App Retailer.

1. Amazon Procuring, Walmart – Procuring & Grocery, and SHEIN – On-line Vogue

Amazon Procuring ranked within the #1 place of the App Retailer Procuring class for almost all of 2021, apart from just a few days when the day by day downloads for SHEIN exceeded these of Amazon Procuring. On November 1, SHEIN modified its screenshots and icon to advertise Black Friday gross sales on its app. Though the app’s estimated downloads elevated afterward, it’s arduous to solely attribute the rise to SHEIN’s inventive updates, as most apps within the Procuring class additionally noticed their downloads improve in November.

Ranging from the week of Black Friday, SHEIN and Walmart started selling Black Friday on-line reductions. In consequence, Walmart’s day by day downloads jumped from round 32,000 (Sunday 21) to 43,000 (Friday 26), surpassing SHEIN and in the end rating #2 within the Procuring class on Black Friday.

SHEIN customers won’t have been ready for a particular Black Friday deal because the app is thought for its common promotions all year long; because of this, each Amazon and Walmart might have benefited from will increase in natural searches for his or her manufacturers. Amazon remained rating #1 and maintained its benefit by way of Cyber Monday (November 29), a day on which the app managed to extend its day by day downloads from round 45,000 to 60,000.

2. Etsy: Customized and Artistic Items and Greatest Purchase

Throughout the week of November 22, estimated downloads for each Etsy and Greatest Purchase elevated. Particularly, Greatest Purchase noticed a bounce in its day by day downloads on Black Friday and the app doubled its downloads in comparison with two days prior. Each apps improved their rankings throughout the high 10 Procuring apps on the App Retailer, and Greatest Purchase went so far as rating #39 in September to rating #9 on Black Friday. Etsy went from rating #9 initially of the week to rating #8 on Black Friday.

Though Etsy modified its screenshots on October 18 to a extra festive look, neither of the 2 apps made adjustments to their App Retailer metadata or screenshots to arrange for Black Friday offers. Each apps launched promotional promoting across the holidays in November and there might have been adjustments of their key phrase fields that result in elevated downloads. Moreover, customers may need searched extra organically for one of the best promotions on Etsy and (particularly) Greatest Purchase at the moment.

3. OfferUp – Purchase. Promote. Letgo. and eBay market – Purchase presents

Each OfferUp and eBay market skilled fluctuations in estimated day by day downloads. Whereas OfferUp didn’t make any adjustments to its metadata or screenshots to arrange for Black Friday, eBay market gave its retailer itemizing an entire makeover on November 19. Nonetheless, this revamp referred extra to the final vacation season and never particularly Black Friday. The app’s screenshots and video have been up to date for a brand new festive look and eBay’s metadata now contains key phrases like “presents”, “vacation offers”, and “gross sales”.

Maybe because of robust competitors and since neither of the 2 apps particularly promoted Black Friday, their rankings within the Procuring class decreased and neither app was in a position to proceed rating within the high 10 on Black Friday. OfferUp misplaced a major variety of downloads throughout Black Friday week (from round 19,000 day by day downloads (November 21) to round 16,000 (November 25)), whereas eBay remained fairly secure with day by day downloads staying round 18,000 by way of the week. In consequence, whereas each apps’ rankings decreased from the highest 10 to the highest 20, eBay market managed to surpass OfferUp. This modification in rating might be because of eBay’s metadata and screenshots adjustments to arrange for vacation financial savings and promotions.

Use ASO to extend your app’s visibility for Black Friday

Investing time into ASO for seasonal occasions often helps to extend visitors and the conversion fee of your app retailer itemizing. On Black Friday, when customers already present intent and particularly seek for Black Friday offers, it is sensible to take a position somewhat time into updating your metadata. Let’s take the instance of Slickdeals, who got here ready for Black Friday 2021 and managed to rank #2 on “black friday offers” through the week of the occasion.

Within the week of Black Friday, Slickdeals made adjustments to its title, screenshots, description, icon, and even its URL slug! The app modified its title to “Slickdeals: Black Friday Offers” and in addition modified its URL slug to “slickdeals-black-friday-deals”.

Extra importantly for conversion, Slickdeals added a piece about Black Friday and Cyber Monday offers proper initially of the app’s description. Concerning its creatives, Slickdeals added a banner to its first screenshot, selling Black Friday and Cyber Monday, and a banner to its icon, selling “vacation financial savings”.

The influence of those adjustments was large: Initially, Slickdeals managed to rank #2 on the key phrase “black friday offers” for one week till the app reversed its retailer itemizing adjustments on December 3. By way of downloads, the app skilled progress of round 56% in estimated downloads from Monday, November 22, to Thursday, November 25 (Black Friday). These outcomes ought to persuade you that creating a seasonal ASO technique is unquestionably price it.

For the primary time in a few years, Black Friday was not record-breaking for Procuring apps. That is doubtless because of adjustments in on-line purchasing and promotional plans this 12 months, as we additionally noticed that gross sales throughout Thanksgiving have been decrease than in earlier years. The final couple of years have seen “Black Friday” turn into extra of “Black November” and it is going to be fascinating to see how the developments in on-line/in-store purchasing proceed sooner or later!