Research by Conversant has revealed that when British consumers receive promotional messages in September, they are three times more likely to buy products and services during Black Friday and Cyber Monday in November.

Marketers should take note and start their promotional campaigns now as opposed to waiting until November as the number of consumers visiting websites on Black Friday and Cyber Monday in 2017 was four times higher for those messaged consistently from September, resulting in over half (56%) visiting the brands’ website, compared with just 13% of those consumers that were first messaged in November.

“When it comes to Black Friday and Cyber Monday, this research proves that it pays off to start early with brand-led messaging,” commented Elliott Clayton, Senior Vice President Media UK at Conversant. “After all, just ask yourself as a consumer: are you likely to take notice of a one-off message within the flood of Black Friday promotions, or a slowly built up, tantalising ad campaign that builds up the desirability of a brand during September, then offers you a discount on Black Friday?”

The research further revealed there was an increase in the number of consumers seeing adverts on one device and completing their purchase on a second device in 2017. Cross-device conversions increased during the Peak Week of Black Friday and Cyber Monday from 29% in 2016 to more than half (57%) in 2017.

“With so many brands vying for consumers’ limited attention during this peak period, the most successful strategy to ensure that your brand is noticed is to start gradually building up that awareness and to form a relationship with the consumer over time,” Clayton continued.

“To draw shoppers to purchase, it’s not only a question of timing your advertising and starting early, it’s also about paying attention to how you reach consumers. Retailers need to build their relationships with consumers by reaching shoppers on all their devices, but to do so it’s essential to recognise exactly who it is using each device before you deliver a message to them,” concluded Clayton.