The most important time of the year is rapidly approaching for toy retailing giant Toys “R” Us, with the unofficial kickoff of the holiday shopping season on Black Friday, and the company announced a revamp of its ecommerce sites for the flagship brand and Babies “R” Us, including enhanced sharing on Facebook and other social networks.
Now that the Halloween costumes have been put away and all of the candy has been eaten, Thanksgiving is the next big holiday on tap, as well as the shopping frenzies that accompany the long weekend on Black Friday and Cyber Monday. How should brands on Facebook be preparing for the holiday?
Facebook’s cost per click dropped 40 percent over the past 12 months, while the click-through rate for advertising on the social network soared by 275 percent, and return on investment was up 58 percent, according to a study of some 131 billion Facebook ad impressions, 400 million unique visitors, more than 1 billion posts, and 4.3 billion engagements over the past 12 months by Adobe.
Facebook Chief Operating Officer Sheryl Sandberg used some of her time during the social network’s fourth-quarter earnings call Wednesday to offer statistics and specific examples in support of the company’s advertising growth.
Facebook commerce provider Ecwid said Monday that Facebook-driven purchases from its small and midsized retail clients during the 2012 holiday shopping season more than doubled when compared with the period prior to the holidays.
Facebook users who noticed an unusually strong presence by retail giant Walmart on their mobile news feeds over the Thanksgiving holiday weekend, including Black Friday and through Cyber Monday, weren’t imagining things: The Wall Street Journal reported that over a 72-hour period, Facebook and Walmart rolled out the largest mobile campaign in the retailer’s history, consisting of 50 million ads on the social network.
Brands on Facebook have been advertising aggressively during this holiday season, knowing that people are willing to buy. New figures released by Kenshoo Social show that people are also more willing to like, comment on, and share Facebook ads around this time. The study found that the return on ad spend for U.S. retailers from Facebook ads hit $10.95 on Cyber Monday, and direct sales revenue through Facebook ads on that day spiked to 129 percent over the daily seasonal average.