p Christmas, Black Friday weekend, back-to-school, Valentine’s Day — these are what most people think about when it comes to critical times for retailers to capture consumer dollars.
But e-commerce advertisers also have focused on Memorial Day weekend, with data from past years showing increased Facebook ad budgets in the sector going to Dynamic Ads, as well as overall CPMs (cost per impressions) and click-through rates rising.
As with past columns, the data outlined here is based on my work at Nanigans.
This time around, we specifically examined the same set of e-commerce advertisers on Facebook across a four-month period in both 2015 and 2016.
To look at how the Memorial Day holiday impacted larger pricing and action trends, we compared aggregate activity during the week leading up to and following Memorial Day each year with the prior three-month period.
The analysis demonstrated how e-commerce ad prices on Facebook rise a fairly notable amount during the Memorial Day timeframe: