DATA: Does Black Friday matter for visitor attractions?
Data from Dexibit’s global portfolio of visitor attractions.
For visitor attractions’ ecommerce efforts, Black Friday weekend last year saw a 26% total revenue uplift compared to the remainder of the month, even as visitation onsite itself is often lower over Thanksgiving.
During the pandemic, buyer behavior changed over the course of the Black Friday shopping weekend. Previously, online shopping behavior peaked on Black Friday itself and then declined slightly over the course of the weekend to a low on Monday.
Peaking around Friday is usual for the course of the week, although Thursdays are usually higher still and Sundays the lowest. In 2020 at the height of the pandemic, Cyber Monday took the highest takings, though the trend over the rest of the weekend stayed the same.
Since then, buying has returned to normal. In 2021, the usual Black Friday weekend curve was even further pronounced – slightly higher still on Fridays and Saturdays and slightly lower on Thursdays and Mondays.
Business models of visitor attractions are complex. Revenue comes from many different lines of business – consumer or otherwise. This might include ticketed admission, exhibitions, events and experiences, retail from brick and mortar or ecommerce, food and beverage, hires such as for weddings, third party partnerships such as IMAX theaters, membership, donations, grants and so much more. It’s a lot to track and analyze!
In Dexibit you can upload or integrate with your point of sale and other sources such as ticketing or membership. With this data, you can define your lines of business, group and label data, determine what constitutes ‘per cap’ and slice by line.
In your dashboards, you can then visualize:
- Performance such as year on year growth, mean and highlights; data over time trends
- Per cap analysis in conjunction with visitation
- Comparisons with other metrics, such as goals or visitation
- Reporting for channel partner settlement (such as ticket resellers or revenue shares)
- Forecasts to aid with financial planning
Total revenue contribution by day of the week over Thanksgiving weekend
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