During the Christmas season, beginning in the Fall, we reimagined the company's digital presence. Here are some of the results from BFCM, before and beyond.
Performance was outstanding across nearly all KPIs. The five-day time period drove $21,798 in revenue at a $125 AOV. Sales were up 43% vs BFCM LY (and up over the industry-wide increase of 7.8%). Total orders were up 22%, AOV up about 3%, and well above the Shopify merchant average of $108. Importantly, web traffic was up 89% for the time period. Currently, as you know, we are overly reliant upon existing customers, and indeed, this event was driven by email campaigns targeted at that group. What is reassuring, however, and speaks to the power of fresh creative and a compelling offer, is that we were able to entice existing customers to come back at scale during this window of time and convert them.
Speaking of email, nearly 50% of the revenue generated in the BFCM period was directly attributed to the daily email sends. Not only was email a larger driver than ever, but the reskin and resort, plus taxonomy updates, helped us to surge and shake off the cobwebs of stale presentations.
