Download - 2010 Holiday Recap Presentation
© 2009 Experian Information Solutions, Inc. All rights reserved. Experian and the marks used herein are service marks or registered trademarks of Experian Information Solutions, Inc.
Other product and company names mentioned herein may be the trademarks of their respective owners. No part of this copyrighted work may be reproduced, modified,
or distributed in any form or manner without the prior written permission of Experian Information Solutions, Inc.
2010 Holiday Retail Recap
January 12, 2011
2© 2009 Experian Information Solutions, Inc. All rights reserved.
Today’s Discussion
3© 2009 Experian Information Solutions, Inc. All rights reserved.
Key Traffic Trends
4© 2009 Experian Information Solutions, Inc. All rights reserved.
Visits increased to Retail 500 during 2010 holiday season
5© 2009 Experian Information Solutions, Inc. All rights reserved.
Comparison shopping tools and large retailers topped the fast growing websites for visits in Dec
6© 2009 Experian Information Solutions, Inc. All rights reserved.
Apparel & Accessories and Flowers & Gifts experienced highest gain in traffic during December
7© 2009 Experian Information Solutions, Inc. All rights reserved.
Flash Sales & Private Shopping Clubs increased in popularity during December
8© 2009 Experian Information Solutions, Inc. All rights reserved.
Visits to Flash Sales & Private Shopping Clubs increased throughout the holiday season
9© 2009 Experian Information Solutions, Inc. All rights reserved.
Online Holiday Shoppers
10© 2009 Experian Information Solutions, Inc. All rights reserved.
Visitors to Retail 500 largely mirror US population
11© 2009 Experian Information Solutions, Inc. All rights reserved.
HH income of visitors unchanged from last year
12© 2009 Experian Information Solutions, Inc. All rights reserved.
Upscale America and Affluent Suburbia represent the largest share of visitors to Retail 500
13© 2009 Experian Information Solutions, Inc. All rights reserved.
Top retailer rank high for visits along with footwear & sneakers for the Struggling Societies segment
Share of Visits to Retail 500 from
Struggling SocietiesShare of Visits to Website from
Struggling Societies
14© 2009 Experian Information Solutions, Inc. All rights reserved.
Key Drivers of Traffic
15© 2009 Experian Information Solutions, Inc. All rights reserved.
Upstream traffic to the Retail 500 increased from Social Networking and Multimedia websites in Dec
16© 2009 Experian Information Solutions, Inc. All rights reserved.
Referrals from Social Networking and Forums increased throughout the entire holiday season
17© 2009 Experian Information Solutions, Inc. All rights reserved.
Consumers often visiting retailers immediately after Facebook
*Internal search terms are based upon custom analysis
18© 2009 Experian Information Solutions, Inc. All rights reserved.
Downstream traffic to Retail 500 from Email peaked on Thanksgiving and Black Friday
19© 2009 Experian Information Solutions, Inc. All rights reserved.
Retailers receive the highest share of traffic from Rewards & Directories on Thanksgiving
Rewards & Directories
Filtered to include Retail 500
20© 2009 Experian Information Solutions, Inc. All rights reserved.
Downstream traffic from Search Engines to Retail 500 peaked on Black Friday
21© 2009 Experian Information Solutions, Inc. All rights reserved.
Volume of Black Friday related searches similar to previous holiday season
3%
52%
22© 2009 Experian Information Solutions, Inc. All rights reserved.
Searches for retailer coupons and discount codes continue to grow
+27%
+13%
23© 2009 Experian Information Solutions, Inc. All rights reserved.
Majority of consumers continue to find coupons & codes on aggregator websites
24© 2009 Experian Information Solutions, Inc. All rights reserved.
Significant share of searches for retail coupons & discount codes from affluent households
*Demos are based upon custom analysis
25© 2009 Experian Information Solutions, Inc. All rights reserved.
Searchers for retail coupons & discount codes more likely to visit many of the top-trafficked websites
*Rankings are based upon custom analysis
26© 2009 Experian Information Solutions, Inc. All rights reserved.
iPads/iPods, Kindles, Nooks and Xbox 360 Kinectwere the top product searches to increase YoY
Filtered to exclude names of retailers
27© 2009 Experian Information Solutions, Inc. All rights reserved.
Electronics also dominated the internal searches on Target.com throughout the holidays
*Search terms are based upon custom analysis of internal searches on Target.com
28© 2009 Experian Information Solutions, Inc. All rights reserved.
Searches for Consumer Electronics continued to grow during the holiday season
11%
29© 2009 Experian Information Solutions, Inc. All rights reserved.
Amazon & Best Buy captured a higher share of searches for specific consumer electronics
30© 2009 Experian Information Solutions, Inc. All rights reserved.
Many consumers hope to exchange or sell gift cards during the post Holiday season
31© 2009 Experian Information Solutions, Inc. All rights reserved.
Key Takeaways
Visits increased to Retail 500 during 2010 holiday season and Black Friday was the top day for traffic, followed by Thanksgiving and Cyber Monday. The Apparel category experienced the highest growth in December with an increase of 25% in visits. Larger retailers also continued to capture additional market share.
Search remains the key driver of traffic to retailers and represented 28% of all upstream traffic in December. Traffic referrals from the Social Networking and Forums category increased 27% YoY due to the continued growth of the category and popularity of Facebook.
Affluent consumers were among the budget-conscious shoppers turned to search to find discounts & deals during the holiday season, searches for retailer branded coupons increased 13% YoY.
Electronics reigned supreme among products with searches for tablets, electronic readers and consoles & video games topping the lists this year with increases over the previous holiday season.
32© 2009 Experian Information Solutions, Inc. All rights reserved.
Thanks!
Visit our blogs:
ilovedata.com
experian.com/blogs/marketing-forward/
Follow us on Twitter & Facebook:
@Hitwise_US
@ExperianMkt
facebook.com/ExperianHitwise
facebook.com/ExperianMarketingServices
For a copy of today’s presentation, please email [email protected]
© 2009 Experian Information Solutions, Inc. All rights reserved.