How did Black Friday 2021 shake out? — Jordan Koene / Previsable

Jordan Koene, CEO and Co-Founder of PreVisible, discusses SEO and eCommerce highlights from the 2021 holiday season. Unlike 2020, the season’s numbers were comparatively low. Logistics and supply chain issues plagued eCommerce and shifted buying behaviors once again. Today, Jordan examines eCommerce trends from the 2021 holiday season.
About the speaker

Jordan Koene

 is a little camera shy

Jordan is Co-Founder & CEO of PreVisible

Show Notes

  • 02:09
    eCommerce performance from the holiday season
    U.S. consumption surpassed 200 billion. However, rates still remain lower than pre-pandemic numbers due to changing consumer behaviors.
  • 02:36
    Reasons for decreasing eCommerce sales
    Buy now, pay later trends. Also, consumers are returning to in-store shopping which is driving down eCommerce numbers.
  • 05:25
    2020 versus 2021s holiday season
    Consumers spent more in 2020 due to the stimulus cheques. In 2021, consumption patterns shifted towards more non-physical goods like subscriptions.
  • 07:40
    Takeaways from 2021 for 2022
    Curbside pick-ups will continue to increase. eCommerce companies need to overcome logistics challenges in order to maintain stock and solve delivery issues.
  • 10:02
    How SEOs can adapt to changing buying habits
    Produce more content around topics that help consumers take advantage of emerging shopping behaviors. Start forecasting for better category pages.


  • "Reports show that U.S. consumption during the holiday season showed an 8%-10% year-over-year growth in online spend, surpassing 200 billion in eCommerce purchases." -Jordan Koene, CEO & Co-Founder, PreVisible

  • "eCommerce growth, before the pandemic, was in double digits and was expected to continue growing in double digits." -Jordan Koene, CEO & Co-Founder, PreVisible

  • "Buy now, pay later trends probably led to consumers purchasing one large item as opposed to many smaller ones over the holiday season." -Jordan Koene, CEO & Co-Founder, PreVisible

  • "We've seen a huge growth in curbside pickup and a return to shopping in malls as well as large anchor stores. That has probably driven down the eCommerce numbers from previous years." -Jordan Koene, CEO & Co-Founder, PreVisible

  • "The uniqueness of the way that shopping habits had to be different in December of 2020 transformed consumption in the U.S., particularly online." -Jordan Koene, CEO & Co-Founder, PreVisible

  • "Consumers have shifted some of their buying habits from physical goods to non-physical goods during this shopping season which may not be captured in some of the holiday shopping numbers." -Jordan Koene, CEO & Co-Founder, PreVisible

  • "Because of the logistics challenges that were going on in the U.S. in 2021, a lot of eCommerce cutoffs were much sooner than previous years." -Jordan Koene, CEO & Co-Founder, PreVisible

  • "Let's build more substantive information topics like curbside pickup, buy now, pay later. Let's build useful material that can help consumers leverage these types of shopping behaviors." -Jordan Koene, CEO & Co-Founder, PreVisible

  • "Its important for us to revisit some of our critical pages, category pages, top selling products, and do some serious homework around what that's going to look like over the next 3-6 months." -Jordan Koene, CEO & Co-Founder, PreVisible

  • "Inventory is a very difficult thing to nail down. Ensuring that what we feature on our critical pages is ahead of Google's ability to recognize whether or not it is in stock, is super critical." -Jordan Koene, CEO & Co-Founder, PreVisible

About the speaker

Jordan Koene

 is a little camera shy

Jordan is Co-Founder & CEO of PreVisible

Up Next: