Australian footwear business Blundstone experienced an extremely successful Black Friday/Cyber Monday sales campaign in the US.
On average over the five-day period a pair of Blundstone boots were purchased every 20 seconds via the brand's website.
At the peak of the sales the website was recording US sales every eight seconds, while on Cyber Monday the website saw sales every nine seconds.
Compared to 2018, Blundstone experienced a 123% increase in the Black Friday/Cyber Monday Thanksgiving sales, with the site recording more than 1.5 million page views during the sales period.
2019 was the fourth year Blundstone has participated in the sales and is the only time of the year that the brand offers sales on core and favourite products. During the sales, the brand and its network of retailers offered 15% off across the range.
Blundstone CEO Steve Gunn said that the movement to functional fashion has seen Blundstone's popularity increase.
"Utility is being embraced more and more, which aligns with the current sneaker-craze and popularity of functional-wear.
"Blundstones are timeless and can be incorporated seamlessly into the wardrobes of the most fashion-oriented wearers.
"We are an authentic boot brand from Tasmania with a rich history going back almost 150 years.
"In recent years, Blundstone has become a wardrobe staple for various groups of people, from farmers, artists and filmmakers to safety-centrics to equestrians, gear junkies and the fashion set.
"We are an insider brand that appeals to those who appreciate brands with a soul and a well-made product.
"At the same time, we appeal to people looking for a functional, utilitarian product with good looks," he said.
That appeal has picked up with females, with the brand experiencing healthy sales growth of female styles across Black Friday and Cyber Monday, Gunn explains.
"The Black Friday/Cyber Monday sale period continued our trend of strong female growth with 67% of US sales coming from women's styles over the five-day period.
"We are appealing to a younger female audience who appreciate stylish, functional boots with a heritage," he said.
For the past two years Blundstone sales in the US have increased by a minimum of 50% YoY, with the company expecting this to continue in 2019/20.