This year, American consumer electronics retailer Best Buy put much less pressure on consumers to shop on Black Friday by offering deals well in advance of what’s traditionally the biggest shopping day of the year. YouGov data shows the electronic retailer’s marketing was a success.
Between November 1 and November 30, Ad Awareness score for Best Buy rose by 25%, which is the highest score jump of any brand tracked by YouGov.
YouGov Ad Awareness score is a percentage of people who have indicated they have seen an ad for a brand in the previous two weeks.
Best Buy normally sees a bump in Ad Awareness in the two months leading up to Christmas, historic YouGov data shows. Each year, around this this time, the brand’s awareness grows substantially, usually peaking right around Christmas.
YouGov data shows the brand’s Ad Awareness score is roughly the same as it was at this time last year, although marketing around Black Friday has drastically changed.
Best Buy, and other retailers, shied away from massive one-day deals and instead started marketing Black Friday sales as early as October. This helped keep crowd sizes smaller, but it also likely helped with warehouse logistics as companies fulfill an unprecedented number of online orders. Much of Best Buy’s ads in recent weeks have touted their early Black Friday deals.
The electronics retailer is one of a few national American retailers who have thrived during the pandemic, thanks to its ability to scale up quickly to meet e-commerce demand as people opt to shop more online. The company reported a 174% year-over-year increase in online sales during its third quarter ending October 31.