ClickZ Sneakers & Trainers - 11.28.2024

PLUS: Air Jordan 3 steals the spotlight in new releases

Author

Sophie Bruxner-Randall
November 28, 2024 • Estimated Reading Time: 8 minutes

Welcome to ClickZ Sneakers & Trainers, your essential newsletter for footwear e-commerce professionals. This Thanksgiving, with Black Friday just hours away, we’re here to help your campaigns run smoothly and your sales soar!

Guest At the Table 🍴

Black Friday is here, and for many brands, the hard work is done—you’ve set the stage and prepared for the biggest shopping event of the year. But as I’ve seen time and time again, the brands that succeed now are the ones that obsess over the right metrics and adapt quickly to what’s happening in real time. Here are two key areas I believe every marketer should focus on to maximize success this Black Friday:

1️⃣ Benchmarking

Benchmarks are your compass. They don’t just show how well campaigns are performing—they reveal opportunities to improve as the data rolls in. From CPMs to order volumes, understanding how your results stack up against industry benchmarks will help you refine your approach and stay competitive.

Looking ahead to 2025? Post-BFCM benchmarking will be invaluable, and Fospha’s next report will include fresh data to help you plan for the future. Follow us to make sure you don’t miss it. 📊

2️⃣ Measurement

Still relying on Last Click attribution? It’s holding you back. At the most competitive time of year, top brands are using advanced measurement tools to stay ahead of the curve. Fospha gives you a clear, cross-channel view of YoY performance, enabling you to act on the right signals—not misleading ones.

The insights you gather now can set you up for a strong 2025. If you’re ready to take your measurement strategy to the next level, there’s no better time to start than today.

🌟 Let’s make this Black Friday your most successful yet!

Harvest Highlights 🥕

Salehe Bembury, renowned for his collaborations with New Balance and Crocs, is restocking his sought-after sneaker designs for Black Friday. With limited stock available, this exclusive sale is a prime example of leveraging scarcity and designer cachet to drive demand. For e-commerce marketers in the sneaker industry, it highlights the power of timed drops and social media engagement to create buzz and convert high-intent shoppers.

StockX's 2024 Trends report highlights evolving dynamics in sneaker culture as Nike faces growing competition. Asics emerged as the fastest-growing searched brand, with a staggering 1,000% increase in trades, while Puma saw a 200% rise in searches. These trends reflect a shift in consumer interest toward alternative brands, signaling opportunities for innovation and targeted marketing. For e-commerce marketers, the data underscores the importance of leveraging emerging demand to diversify product offerings and capture new audiences in a rapidly changing market.

Freshly Baked Drops 🥖

Travis Scott’s $200 Jumpman Jack "Bright Cactus" sneaker drops Holiday 2024, showcasing how hype-driven launches boost exclusivity and demand.

The latest drops, like the Air Jordan 3 "Black Cement" and Monopoly x Nike LeBron 22, show how brands like Nike and Jordan push style through innovation and partnerships.

Under Armour’s Velociti Elite 3, debuting in 2026, features a carbon fiber plate and Hovr midsole, refined with Sharon Lokedi’s input for running excellence.

Nike’s Vomero 18, launching February 27 with a 46mm stack height, redefines max-cushioning to simplify shoe choices for all runners.

Feast of Influence 🥧

Tara Jackson on LinkedIn: It’s one of best weeks of the year for so many #ecommerce brands but it does also mark one of the busiest periods of the year 

Here are 3 key stats that we pulled from Black Friday last year: 

🤯 Record online spending: In 2023, U.S. consumers spent over $9 billion online on Black Friday alone
📲 Mobile shopping surge with over 50% of all Black Friday online sales in 2023 coming from mobile devices — the easiest way for people to shop these days 
📈 Growth in 'Buy Now, Pay Later' especially for larger purchases, showing that more shoppers are spreading the cost of their holiday spending.  

Andy Wang on LinkedIn: Retailers are stretching discounts across weeks, with deals like 25%-30% off Nike sneakers on top of markdowns hitting early in November.

Yet, the sales strategies are revealing an interesting trend: while budget-conscious shoppers are hunting deals, many discounts are less aggressive than last year.

I scored $80 Adidas sneakers for $25 by planning ahead—but I’m still watching to see if Nike sweetens the pot for those Jordans I’ve been eyeing.

The Golden Gobbler 🍗

Retailers are adapting to a shorter holiday season by starting sales earlier, with major players like Amazon and Walmart leading the charge. Despite fewer days between Black Friday and Christmas, sales are expected to rise. Consumers are shopping both online and in stores, with economic factors influencing behavior.

Dynamic Search Ads remain crucial in Google Ads strategies, even with Performance Max campaigns. They offer targeted control over ad descriptions and website sections. Regular optimization and strategic setup uncover new keyword opportunities, enhancing main search campaigns. 

TikTok Shop is experiencing a record-breaking festive season in the UK, with trends in pre-loved luxury, beauty, fragrances, and appliances. LIVE shopping sessions and trending hashtags like #TikTokShopBlackFriday are driving engagement. The platform anticipates significant growth in advertising spend, enhancing its retail impact this Christmas.

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