Boston Proper Has Swell Cyber Weekend

Women’s apparel cataloger Boston Proper saw its Black Friday weekend online sales increase 50% compared to last year. According to Margaret Moraskie, senior vice president of marketing, Cyber Monday online sales increased 40%, along with visits and conversions.

As it is every year, Moraskie says the primary sales driver for the Black Friday-Cyber Monday timeframe is the company’s semi-annual sale catalog. “True to our brand, there were no other discounts or promos,” she says.

Boston Proper added eight pages to its holiday book and increased circulation for the semi-annual sale.

What’s more, Boston Proper stepped up its email contacts, affiliate marketing and Google content ads. It also increased search and used a Yahoo remarketing/branding banner campaign. November sales, in general, were good, Moraskie says, with “solid increases over last year both online and overall.”

Moraskie says “Our overall strength in this part of the season has relied on quality, must-have product on the covers and inside the catalog, unique styles and our continued dedication to a singular brand experience across all channels,” Moraskie says. “The creative remained fresh and provocative, but it starts and ends with the merchandise the customer loves.”

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