Crew Clothing Boosts Black Friday Sales by Shortening Social Proof Look-Back Windows

Taggstar worked with Crew Clothing to shorten the timeframes for its social proof messages during its 2024 Black Friday campaign. This meant that rather than displaying how many items had been sold in five days, it showed product popularity in a shorter look-back window of two days instead. 

This enabled the brand to more accurately reflect the higher levels of sales happening on-site, delivering a more compelling message around trending products that highlighted their popularity to customers. “We wanted to help customers to make quicker buying decisions,” said Roxy Gore, digital project manager at Crew Clothing. 

“During periods like Black Friday, people are buying things in a shorter time period than normal, and products sell quicker. We wanted to persuade customers to buy then and there rather than coming back to the website a few days later to find that a product or size was sold out,” she said. 

The shorter time window ran for Crew Clothing’s entire Black Friday promotional campaign, from 30 October to 2 December 2024. It operated across the full funnel and included Taggstar’s broad portfolio of message types, including In Demand X purchased in the last 2 days, Trending X purchased in the last 2 days, and X others added to wishlist in the last 2 days.

Crew Clothing will continue to optimise its social proof messaging offer. It is also exploring the use of personalised navigation messaging for the future. 

Roxy Gore, digital project manager at Crew Clothing, said: “The results speak for themselves. By giving customers a clearer idea of how quickly things were selling, we were able to help ensure they didn’t miss out on popular Black Friday deals during this vital pre-Christmas promotional period. 

Shoppers could clearly see what other customers were buying, which helped reinforce their purchasing decisions and give them greater confidence to purchase. The fact that we delivered one of our strongest-ever trading periods as a result is proof of how well it worked.”

Marjorie Leonidas, CEO at Taggstar, said: “The time windows on our social proof messages are very effective at driving sales since they give customers a clearer idea of how quickly items are selling. This becomes even more important during peak promotional periods such as Black Friday.”