TEMU AND SHEIN'S BLACK FRIDAY MARKETING HEFT PRESSURES OTHER RETAILERS

Summary from the TLDR Marketing newsletter

Paid search ads drive up to 30% of online sales but can account for half of marketing costs, making keyword bidding fiercely competitive. Temu and Shein's aggressive bids on rival keywords like "Walmart Black Friday deals" have inflated costs, with terms like "Walmart clothes" increasing 16-fold in two years. Retailers face tighter margins as ad returns shrink and consumer interest in deal events wanes - 25% of shoppers are less likely to participate this year.