The main marketing campaign of the 585*GOLDEN company for Black Friday was discounts on certain categories of jewelry up to 85%.
Throughout November, a record discount was offered on products with precious stones (primarily diamonds) and semi-precious minerals (topaz, garnet).
On Black Friday itself (November 24-26), a sale for more budget-friendly silver jewelry was introduced as well.
As a result of the sale, the total number of jewelry sold increased by 32% year-on-year. An average receipt also increased due to a larger number of goods in the receipt (this trend was especially evident for silver products). The average check during the campaign amounted to 10,775 rubles, which is 31.3% more than in the same period in 2022, and revenue growth averaged 52.4%.
At the same time, the largest increase in revenue was shown by the Central Federal District (chain stores in Moscow and the Moscow region, Yaroslavl, Kazan, Nizhny Novgorod, Voronezh, Orel, Belgorod, Tula and other cities of the region), where the increase was 62.1%.
According to the sales structure in November, 40% more silver jewelry was sold here than last year, and 36% more gold products.
During the entire promotional campaign in November, offline sales peaks occurred on Saturdays 11.11 and 25.11. At the end of the month and on Black Friday itself, online purchasing activity on the website and in the mobile application increased.
More than 21 million people are currently registered in the database of the 585*GOLDEN company.
Alex Shishlo for Rough&Polished
