ClickZ Sports Equipment - 11.28.2024

Discover which metrics matter most + latest equipment innovations.

Author

Ankith Udupa
November 28, 2024 • Estimated Reading Time: 6 minutes

Hi there!

Before you carve into your Thanksgiving turkey, here's a power-packed lineup of insights for your BFCM success. As holiday shopping hits full stride, the difference between good and exceptional performance often lies not in what you sell, but in how you measure success. In this competitive season, looking beyond traditional metrics could unlock your biggest opportunities.

This week's key highlights:

  • Measurement Evolution: Smart benchmarking and advanced attribution are revealing new opportunities this holiday season

  • Winter Sports Surge: Early data shows ski gear leading holiday purchases, with goggles sales up 177%

  • Innovation Spotlight: From ultralight running tech to zodiac-inspired ski collections, see how brands are pushing boundaries

  • Fresh Approach: How one global retailer is reimagining Black Friday by putting activity before discounts

  • Special Focus: Discover how cross-channel measurement and real-time benchmarking are helping retailers optimize their holiday performance.

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 🥕

Decathlon encourages Canadians to prioritize sports over shopping this Black Friday. By booking a sports activity on November 29, participants can receive sports gear. This initiative aligns with Decathlon's commitment to health, sustainability, and community well-being, offering a refreshing alternative to the typical consumer-driven day.

Under Armour introduced its latest Velociti Elite 3 at The Running Event in Austin, showcasing a reimagined super shoe worn by Sharon Lokedi at the 2024 NYC Marathon. Set for 2026 release, the shoe features a carbon fiber plate and innovative Hovr midsole with HTPU bead foam, achieving a remarkable 1.8-ounce weight reduction. At $250, this unisex performance shoe signals Under Armour's commitment to pushing athletic footwear boundaries.

Eileen Gu, a celebrated skier and model, has launched a limited-edition ski collection with Faction Skis. The "Year of the Wood Dragon" series, designed by Elsa Grace, symbolizes prosperity and growth. Available in various models, it reflects Gu's influence and the evolution of her skiing career.

Feast of Influence 🥧

Harley Finkelstein on LinkedIn: If you are selling mountain sports gear, hosting essentials, holiday… | 39 comments

If you are selling mountain sports gear, hosting essentials, holiday decor, toys, crafts, or loungewear this holiday season - you’re in luck. The top products… | 39 comments on LinkedIn

The Golden Gobbler 🍗

Due to record consumer spending intentions for the 2024 holiday season, marketers are increasing advertising budgets and deploying AI and multichannel strategies. Despite positive economic indicators, shifting consumer preferences have pushed brands to emphasize value and experiential offerings. In response, companies like True Religion and American Eagle have launched AI-driven tools and diverse media campaigns. Retailers are investing in connected TV and omnichannel experiences to ensure consistent consumer engagement and drive sales.

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.

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