Sales from Black Friday and Small Business Saturday failed to meet expectations over the weekend, as early estimates dropped 11 percent year-over-year to $50.9 billion, according to the National Retail Federation. Still, not every business owner came up short this year.
We checked in with some of our fast-growing, Inc. 5000 retailing companies to see how they performed during the holiday weekend. As it turns out--and perhaps this shouldn't be surprising since these companies didn't make Inc.'s list for nothing-- each of the companies we chatted with are bucking the trend.
Here's their take on the biggest shopping holidays of the year:
Adore Me | online women's lingerie
Sharon Klapka, director of business and brand development:
"We were very focused on contacting our shoppers and engaging them through social media before Black Friday, because we knew this period tends to be very noisy and very crowded. Our Black Friday to Cyber Monday sales have quadrupled since last year. We've had up to 3,000 concurrent visits on our website at any given moment during this weekend and sales represented 12x of an average day--pretty staggering numbers that exceeded our expectations."
Emazing Lights | rave lights, glowing glove sets, and apparel for the rave scene
Brian Lim, founder:
"We did very well. Numbers are definitely up year-over-year [and] site traffic was up. We had to release deals the day before Thanksgiving just to keep up with everyone else. We upgraded our hardware and it was much better at handling the traffic. We had about 200 to 250 people constantly on our website according to Realtime Analytics, but without upgrading our hardware we wouldn't be able to handle that kind of traffic."
Dolls Kill | online women's clothier
Greg Forst, marketing manager:
"The Wednesday through Sunday [period] exceeded our goals and projections. In less than 30 minutes, traffic increased over 450 percent when we switched from the site blackout to launching the sale. We saw growth year-over-year, and we've seen so much growth because we're such a young company that it's hard to see what the macro swings are. Technically the website held up with no issues. That's always important."
Shopkick | shopping app company
Cyriac Roeding, founder:
"We had over 580,000 store trips verified, meaning users walking into physical stores, and that’s a record. Seventy-one million products were looked at in the app, and this year, 30 percent of all Thanksgiving through Black Friday combined traffic happened on Thanksgiving. Last year is was 18 percent, and the year before it was 11 percent. We also found that 13 percent of our shoppers visited the same store on both days. In terms of our social media strategy, we had Facebook posts going all weekend long, and updates on how things were going."