With all the hoopla surrounding Black Friday and Cyber Monday in recent years, it seems consumers have been conditioned to believe they’re getting the best sale prices on those days. But are they really?
AdGooroo’s study of the average price advertised for five hot products in Google’s Product Listing Ads this November suggests that consumers might actually be better off shopping earlier in the month.*
In fact, we found that the average price advertised across all five products was 19% higher on Black Friday and 18% higher on Cyber Monday than the average price advertised in the first three weeks of November.
The average price advertised for an iPad Mini in the first three weeks of November was $317.11 compared to $302.05 on Black Friday and $340.42 on Cyber Monday. Although the average price on Black Friday was $15 lower than the average price from November 1 through 22, there were 13 total days in November in which the average price advertised was lower than on Black Friday. The day with the lowest average price was actually November 7 at $284.34.
Advertised prices for smartphones can vary greatly considering wireless service providers often promote products for $0 and then charge for the service contract. Nonetheless, the average price advertised for an iPhone 5s in the first three weeks of November was $336.81 compared to $385.36 on Black Friday and $423.12 on Cyber Monday. The day with the lowest average price was November 1, at $199.25.
Microsoft Surface Pro
Convertible laptop tablets are a hot item this year, but if you waited until Black Friday or Cyber Monday to buy the Microsoft Surface Pro, you may have gotten burned. The average price advertised for the Microsoft Surface Pro in the first three weeks of November was $823.49 compared to $860.50 on Black Friday and $899.33 on Cyber Monday. The day with the lowest average price was November 2. At $739.20, the average price on the second day of November was actually $160 lower than on Cyber Monday, the second day of December.
Android Tablets are another product with significant variations in price depending on the brand and model. However, there was less variation in the average price advertised per day over the month. The average price advertised for an Android Tablet in the first three weeks of November was $161.71 compared to $178.49 on Black Friday and $169.41 on Cyber Monday. The day with the lowest average price was November 10, at $133.35.
PlayStation 4 differs from the other products examined here in that its limited availability after its launch on November 15 may have contributed to rising prices. Be that as it may, in the two weeks prior to its release (November 1-14), the average price advertised was $476.80. In the week after the new game system launched, the average advertised price rose to $591.68. And if you waited until the season’s big sale days, you would have seen the average advertised price shoot up to $836.99 on Black Friday and $719.16 on Cyber Monday.
* Note: ‘average price advertised’ a.k.a. ‘product pricing’ is one of a range of data points AdGooroo collects on Product Listing Ads
Paid Search Advertising Index - Q2 2016
View the Q2 2016 edition of AdGooroo's Paid Search Advertising Index report, which measures quarter over quarter progress in 14 different categories, including retail (general), apparel, shoes, beauty & cosmetics, consumer electronics, jewelry, flowers & gifts, home furnishings & decor, home improvement, travel comparison sites, hotels & resorts, banking & credit cards, universities and online education, and automotive manufacturers and dealerships.Read more