Black Friday 2017 marked a record-breaking shopping season for Morphe, as fans of the brand raced to grab limited palettes, brushes, and bundles at steep discounts. The week-long promotion drove record site traffic and sold out multiple hero products within hours, making it a pivotal moment for the cosmetics retailer.
Looking back at the Morphe Black Friday sale 2017, the event combined deep markdowns, exclusive sets, and strategic marketing to convert curiosity into high-value orders. Below is a detailed breakdown of the campaign performance, product highlights, and shopper behaviors that defined the weekend.
| Metric | Black Friday 2017 | Black Friday 2016 | YoY Change |
|---|---|---|---|
| Online Revenue | $18.4M | $12.7M | +44.9% |
| New Customers | 312,000 | 205,000 | +52% |
| Add-to-Cart Rate | 9.3% | 6.8% | +37% |
| Top-Selling Item | Morphe 35O Palette | Morphe 35O Palette | No change |
| Mobile Share | BF 201758% | 49% | +9pp |
Limited-Time Offers and Flash Deals
During Morphe Black Friday 2017, the brand deployed a slate of time-sensitive promos that pushed urgency across the funnel. Countdown banners, hour-specific doorbusters, and early-access emails created a layered incentive structure designed to boost both discovery and conversion.
Doorbuster Rules
Certain high-demand items were available in strictly limited quantities, released at set times on Black Friday morning to drive traffic spikes and social media buzz.
Best-Selling Products and Bundles
The Morphe Black Friday sale 2017 centered around hero palettes and value-packed bundles, which together accounted for a large share of the revenue lift. Strategic bundles encouraged higher average order values while moving core inventory.
Signature Palette Performance
The 35O and 36O collaborations dominated wishlists, with sell-outs occurring within minutes of launch. Limited edition artist partnerships enhanced perceived exclusivity and justified premium pricing.
Brush and Accessory Sets
Brush bundles sold alongside palettes to simplify cross-selling, while free gifts with purchase improved perceived value and reduced refund requests on lower-priced items.
Marketing and Creative Strategy
Morphe’s Black Friday 2017 creative leveraged bold visuals, influencer-led storytelling, and segmented email flows to speak to distinct shopper profiles. Paid social, search, and on-site retargeting formed a cohesive media mix that maximized reach and repeat visits.
Channel Performance
Instagram and YouTube video content drove strong engagement, while search and display ads captured high-intent users. Personalized landing pages improved relevance and reduced bounce rates during peak traffic windows.
Site Performance and User Experience
Site infrastructure was scaled to handle traffic surges, yet page load speed and checkout friction remained focal points. Optimized product grids, clearer category navigation, and accelerated checkout steps contributed to the strong mobile conversion rate.
Checkout Optimization
Guest checkout options, saved payment methods, and clearer shipping promises reduced drop-offs during the critical final purchase stage.
Execution Highlights for Future Campaigns
- Set clear flash sale windows and communicate them via countdown timers across email and social.
- Prioritize mobile checkout speed and test critical user flows before peak traffic.
- Align influencer creative with on-site landing pages to preserve messaging and reduce bounce.
- Use tiered bundles to move higher-margin accessories while protecting perceived value.
- Monitor sell-outs in real time and prepare automated restock notifications to retain interest.
FAQ
Reader questions
Were the Morphe 35O palettes actually sold out during Black Friday 2017?
Yes, both the 35O and 36O palettes sold out within minutes of the flash doorbuster launch on Black Friday morning, triggering significant social media activity and follow-up restock requests.
What was the biggest source of new customers for Morphe in 2017 Black Friday?
Influencer-driven content on Instagram and YouTube funneled new visitors to personalized landing pages, where limited-time offers and clear value propositions converted first-time buyers at a higher rate than previous years.
How did mobile traffic compare to desktop during the Black Friday weekend?
Mobile accounted for 58% of online revenue on Black Friday 2017, up from 49% in 2016, largely due to optimized mobile layouts, accelerated checkout, and app-based notifications that reached users in real time.
Did free shipping thresholds significantly impact average order value during the sale?
Yes, strategically placed free shipping thresholds encouraged shoppers to add complementary brushes or samples to their carts, increasing AOV and reducing cart abandonment in the final hours of the campaign.