AdGooroo again examined advertised prices seen in U.S. Google product listing ads for some hot holiday gift items from November 1 to December 1 with an eye toward determining if Black Friday and Cyber Monday really offer the best deals.
Last year, we found average advertised prices were 19% higher on Black Friday and 18% higher on Cyber Monday than the average price advertised in the first three weeks of November.
And while we did not see this trend again this year, we did find there were still multiple days in November when the average advertised price for each product was lower than those seen on Black Friday or Cyber Monday.
GoPro Hero 4
If you were interested in purchasing a GoPro Hero 4, your best bet would have been to shop at the beginning of the month—the day with the lowest average advertised price, $285.82, was November 3rd. That being said, you would have found a better price for GoPro Hero 4 on any day other than Black Friday, when the average advertised price peaked at $449.98—21% higher than the average advertised price for every other day from November 1 to December 1. By comparison, the average price seen on Cyber Monday was fairly low, $319.98.
Fitness devices are a hot holiday gift this year, as well as a robust Paid search category, led by Fitbit. For the FitBit Force, you would have done far better shopping early in the month. Advertised prices in the first six days of November averaged $59.76, compared to $103.77 for the remaining 24 days in November and December 1. The lowest average advertised price, $52.98, was found on November 4, compared to $97.08 on Black Friday and $88.93 on Cyber Monday.
iPad pricing remained fairly steady throughout the month, but there were eight days in November with a lower average price than on those seen on Black Friday and Cyber Monday, including Thanksgiving and the Saturday and Sunday in between Black Friday and Cyber Monday. The actual lowest average price advertised came on Tuesday, November 25. At $297.82 it was 12% lower than on Black Friday and 10% lower than on Cyber Monday.
Playstation 4 (PS4)
Examining the keyword ‘ps4’, we found pricing on Playstation 4 dropped from the beginning to the middle of the month. However, the best deals again were not found on Black Friday ($410.82) or Cyber Monday ($419.16). The lowest average advertised price, in fact, was seen on November 15 ($396.81). Moreover, there were six total days during the period when the average advertised price was lower than on Black Friday and 14 days when it was lower than on Cyber Monday.
Although the average advertised price for MacBook Air on Black Friday ($704.83) and Cyber Monday ($708.70) was among the lowest found over the month, there were two other days in November when the average advertised price was lower. November 29, the Saturday after Black Friday, in fact, had the lowest average price for the product, $673.58.
For the keyword ‘beats headphones’ we saw a steady decline in the average advertised price throughout November. As with the MacBook Air, the average advertised price on Black Friday and Cyber Monday was among the lowest of the month. However, there were two days in November when it was lower, including November 29, the day after Black Friday. That Saturday’s average advertised price of $127.19 for Beats Headphones was the lowest found during the month—19% lower than on Black Friday and 12% lower than on Cyber Monday.