23% more emails were sent by ActiveCampaign’s 150,000 customers on Black Friday this year compared to 2020.

Key findings for analysis of it’s own data found:-

• Friday was the biggest day for emails to be sent with 486m sent in 2021. That’s up 23% on last year’s figures of 393m
• Brands increased their daily email sends leading up to Friday
• Customers placed the most orders on Friday with over 290,000 orders placed on that day alone
• Customers also abandoned more carts from last year. With abandoned carts in 2020 containing over $10 million in revenue compared with over $16 million in 2021.
• Friday was also the day that saw the greatest abandoned cart efficacy by revenue. ActiveCampaign customers were able to recover 16% of abandoned cart revenue on Friday alone in 2021. This is up from just 7% in 2020 and 4% in 2019.

While Friday is still the biggest day of the week for ecommerce, there is a huge missed opportunity for ecommerce brands to continue the momentum on Saturday.

Friday to Saturday saw a big decrease (-85%) in email sends. Brands sent just 262,000 emails on Saturday, 85% less than they sent on Friday.

Customers left $76.4M in revenue in abandoned carts in 2021, but ActiveCampaign customers were able to recover $10.4M, 14% of that revenue. This is double the % of Abandoned Rev that was recovered 2021 v. 2020, and that’s up from just $1.2M recovered revenue in 2019.

The data is based on the email sends of 150k ActiveCampaign users and on the ecommerce integrations that their customers used during the week of Black Friday (Sunday through Saturday).