festive season shopping trends - criteo.com · festive season shopping trends how and what will...

Q4 Retail Snapshot in France

FESTIVE SEASON SHOPPING TRENDS

How and what will consumers shop forduring peak festive season?

From Black Friday buying patterns to mobile’s biggest moments, we analysed our 2018 data to see what we might be able to expect this year. Specifically, we compared shopper activity over the Black Friday period to the month prior (October), and also looked at fluctuations in mobile.

Source: Indexed values based on average daily sales in the first four weeks of October 2018. All Retail, France. Criteo Data.

Here’s what we found:

Black Friday is huge.

Black Friday and Cyber Monday saw huge spikes in sales (+279%) and traffic (+141%). Sales on the Sunday of that weekend more than tripled (+214%).

The shopping spike carried into Cyber Monday, with sales and traffic up by 137% and 66%, respectively. Conversion rates stayed high throughout the weeks leading up to Christmas, peaking at 61%.

Oct 01 Oct 06 Oct 11 Oct 16 Oct 21 Oct 26 Oct 31 Nov 05 Nov 10 Nov 15 Nov 20 Nov 25 Nov 30 Dec 05 Dec 10 Dec 15 Dec 20 Dec 25 Dec 31

Sales

Traffic

2

1

3

Source: Indexed values based on average daily sales in the first four weeks of October 2018. All Retail, France. Criteo Data.

Sporting Goods arein demand.

On Black Friday in 2018, Sporting Goods sales saw the highest peak in sales (+350%). Sales of Fashion/Luxury and Health/Beauty products also spiked.

In-app retail sales rise.

On Black Friday in 2018, in-app retail sales increased by +114% and traffic increased by +43%.

In-app conversions surged on Black Friday and again later, reaching a peak increase of +63% during the first week of December.

Mobile share of sales hit a high point on Christmas Eve, at 47%.

Source: Weekly share of mobile sales in 2018. Criteo Data. All retail, France

Festive Season 2019 Marketing Tips

Create great product pages.

Global consumers say free return shipping (67%),

discounts (64%), quality photos (48%), and reviews

(48%) can make or break a purchase on

a product page. *

Create highly relevant ads.

Consumers like online ads that help them discover

new products (44%), offer discounts on products

(33%), and remind them of products they're

interested in (27%).**

Advertise beyond walled gardens.

You never know where a festive season shopper will

find you: Nearly three-quarters (70%) of global ad

spend goes to Facebook & Google, but consumers

spend 50% of their time on the open internet.***

To find out more about how to optimise your Q4 campaigns, download Criteo’s Festive Season Report 2019

Oct 01 Oct 11 Oct 21 Oct 31 Nov 10 Nov 20 Nov 30 Dec 10 Dec 20 Dec 31

Sporting

*Criteo Shopper Story, US, UK, FR, DE, JP, BR, 2017, n=9033. **Criteo, “Why We Buy” Survey, France, July 2019, n=1039. ***Based on Nielson US DCR trends, eMarketer, ExchangeWire, IDC.

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Fashion/Luxury

Health/Beauty

Home Improvement/ Gardening/Interior Design

Q4 Retail Snapshot in Germany




Source: Indexed values based on average daily sales in the first four weeks of October 2018. All Retail, Germany. Criteo Data.



In 2018, Black Friday sales increased by 156%, and traffic rose by 82%. The Sunday of Black Friday also saw spikes sales (+88%) and traffic (+57%).

The shopping increase carried into Cyber Monday, with sales and traffic up by 54% and 22%, respectively.

Conversion rates remained high throughout Black Friday and the weeks leading up to Christmas, peaking at 44%.


Sales

Traffic

2

1

3

Source: Indexed values based on average daily sales in the first four weeks of October 2018. All Retail, Germany. Criteo Data.

Sporting Goods arein demand.On Black Friday 2018, Sporting Goods saw a big peak, at +251% in sales. Sales of Fashion/Luxury and Home Improvement items also spiked.

In-app retail sales rise.In 2018, Black Friday saw in-app sales spike (+153%), and traffic was up (+75%).

In-app conversions surged on Black Friday at +44% and stayed elevated until a week before Christmas. Mobile share of sales hit a peak of 56% on Christmas Eve.

Source: Weekly share of mobile sales in 2018. Criteo Data. All retail, Germany.






a product page. *


Consumers like online ads that help them

discover new products (47%), remind them of

products they're interested in (37%), and offer

discounts on products (37%).**








*Criteo Shopper Story, US, UK, FR, DE, JP, BR, 2017, n=9033. **Criteo, “Why We Buy” Survey, Germany, July 2019, n=1005. ***Based on Nielson US DCR trends, eMarketer, ExchangeWire, IDC.

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Dec 10

Sporting Goods

Fashion/Luxury


Q4 Retail Snapshot in the United Kingdom

2019 FESTIVE SEASON INSIGHTS



Source: Indexed values based on average daily sales in the first four weeks of October 2018. All Retail, United Kingdom. Criteo Data.


Black Friday and Cyber Monday are Huge

In 2018, Black Friday saw huge spikes in retail sales (+332%) and traffic (+181%).The Sunday of that weekend also saw increases in sales (+139%) and traffic (+94%).

The shopping spike carried into Cyber Monday, with sales and traffic up by 152%and 81%, respectively.

Conversion rates stayed high throughout Black Friday, Sunday, and Cyber Monday, peaking at +53%.


Sales

Traffic

2

1

3

Source: Indexed values based on average daily sales in the first four weeks of October 2018. All Retail, United Kingdom. Criteo Data.

Sales spike in Fashion/Luxury andHome Improvement.Fashion and luxury sales saw the largest spike on Black Friday itself, climbing over 5xcompared to the previous year (+437%).

Sales in home improvement, gardening, and interior design were higher than usual throughout that weekend.

In-app retail sales rise.Last year, in-app shopping surged on Singles Day (11/11), with sales increasing by +39% and traffic by +30%.

Also in 2018, Black Friday Weekend saw a big in-app sales spike (+88%), and traffic was up (+32%). Conversions surged too (+53%).

Mobile share of sales were higher than usual in the run-up to Christmas, peaking at 70% in the last week of December 2018.

Source: Weekly share of mobile sales in 2018. Criteo Data. All retail, United Kingdom.






a product page. *


Almost half of consumers like ads that help them

discover new products (48% in the US, 42% in the UK)

and remind them of products they're interested in

(37% in the US, 38% in the UK).**








Fashion/Luxury


*Criteo Shopper Story, US, UK, FR, DE, JP, BR, 2017, n=9033. **Criteo “Why We Buy” Survey, US, February 2019, n=1003 and Criteo “Why We Buy” Survey, UK, March 2019, n=1020. ***Based on Nielson US DCR trends, eMarketer, ExchangeWire, IDC.

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Q4 Retail Snapshot in Spain




Source: Indexed values based on average daily sales in the first four weeks of October 2018. All Retail, Spain. Criteo Data.



In 2018, the majority of Black Friday sales occurred on the day itself, with substantial increasesin sales (+401%) and traffic (+92%). The surge continued through the Sunday of Black Friday, seeing spikes in both sales (+217%) and traffic (+61%).

Cyber Monday remained high with sales and traffic increases of +163% and +40%, respectively.

Conversion rates were elevated throughout Black Friday weekend and the weeksapproaching Christmas, peaking at +161%.


Sales

Traffic

2

1

3

Source: Indexed values based on average daily sales in the first four weeks of October 2018. All Retail, Spain. Criteo Data.

Fashion/Luxurysales skyrocket.Fashion and luxury sales jumped on Black Friday by more than 5x (+471%).

In-app retail sales rise.Black Friday saw a big in-app sales spike (+129%), and traffic was up (+24%). Conversions surged too (+85%).

Mobile share of sales was high on both Christmas Eve (63%) and New Year’s Eve (64%).

Source: Weekly share of mobile sales in 2018. Criteo Data. All retail, Spain.






a product page. *













Fashion/Luxury

*Criteo Shopper Story, US, UK, FR, DE, JP, BR, 2017, n=9033. **Criteo, “Why We Buy” Survey, Spain, August 2019, n=1004. ***Based on Nielson US DCR trends, eMarketer, ExchangeWire, IDC.

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Q4 Retail Snapshot in Sweden




Source: Indexed values based on average daily sales in the first four weeks of October 2018. All Retail, Sweden. Criteo Data.


Black Friday is huge

In 2018, Black Friday in Sweden experienced a significant spike in sales, climbing to +387%, while traffic rose by +165%. On the Sunday following Black Friday, sales tripled (+218%) and traffic nearly doubled (+92%).

Cyber Monday saw a notable surge as well, with sales and traffic up by +90% and +33%, respectively. Conversion rates remained high throughout Black Friday and the weeks leading up to Christmas, peaking at +83%.


Sales

Traffic

2

1

3

Source: Indexed values based on average daily sales in the first four weeks of October 2018. All Retail, Sweden. Criteo Data.

Fashion/Luxury isin demand.

On Black Friday in 2018, fashion and luxury products led the way, with sales climbingto +406%.


Mobile share of sales peaked during 2018’s festive season, climbing as high as 71% on Christmas Eve and rose to a similar peak a week later, on New Year’s Eve.

Source: Weekly share of mobile sales in 2018. Criteo Data. All retail, Sweden.






a product page. *













Fashion/Luxury

*Criteo Shopper Story, US, UK, FR, DE, JP, BR, 2017, n=9033. **Criteo, “Why We Buy” Survey, Sweden, August 2019, n=1036. ***Based on Nielson US DCR trends, eMarketer, ExchangeWire, IDC.

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Nov 26

Nov 19

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Dec 10

Q4 Retail Snapshot in the Netherlands




Source: Indexed values based on average daily sales in the first four weeks of October 2018. All Retail, Netherlands. Criteo Data.



Black Friday and Cyber Monday saw huge spikes in sales (+282%) and traffic (+146%). Sales on the Sunday of that weekend more than doubled (+109%), while traffic saw a significant increase as well (+69%).

The shopping spike carried into Cyber Monday, with sales and traffic up by +114% and +50%, respectively. Conversion rates stayed high throughout Black Friday, Cyber Monday, and the weeks leading up to Christmas, peaking at +55%.


Sales

Traffic

2

1

3

Source: Indexed values based on average daily sales in the first four weeks of October 2018. All Retail, Netherlands. Criteo Data.


On Black Friday in 2018, fashion and luxury goods saw a super high sales lift (+328%). Sales of Home Improvement sales also increased that weekend, by up to +86%.


Are last-minute festive season shoppers buying via smartphones? Mobile share of sales reached a peak on Christmas Eve, climbing to a high of 64%.

Source: Weekly share of mobile sales in 2018. Criteo Data. All retail, Netherlands.






a product page. *













Fashion/Luxury

*Criteo Shopper Story, US, UK, FR, DE, JP, BR, 2017, n=9033. **Criteo, “Why We Buy” Survey, Netherlands, May 2019, n=1002. ***Based on Nielson US DCR trends, eMarketer, ExchangeWire, IDC.

Dec 03

Nov 26

Nov 19

Nov 12

Nov 05

Oct 29

Oct 22

Oct 15

Oct 08

Oct 01

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Dec 24

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Dec 10

Home Improvement/ Gardening/ Interior Design

Q4 Retail Snapshot in Poland




Source: Indexed values based on average daily sales in the first four weeks of October 2018. All Retail, Poland. Criteo Data.


Black Friday is huge.Black Friday saw massive spikes in sales (+469%) and traffic (+235%). Sales on the Sunday of that weekend more than doubled (+163%), while traffic saw a significant increase as well (+89%).

Shoppers in this region were active just after Christmas, when sales increased (+103%) and traffic more than doubled (+123%).

Cyber Monday in Poland saw a similar spike, when sales were up by +187% and traffic saw an increase of +90%. Conversion rates stayed high throughout Black Friday, Cyber Monday, and the weeks leading up to Christmas, peaking at +92%.


Sales

Traffic

2

1

3

Source: Indexed values based on average daily sales in the first four weeks of October 2018. All Retail, Poland. Criteo Data.


On Black Friday in 2018, fashion and luxury goods saw an enormous sales gain of +593%

In-app retail sales rise.In 2018, mobile share of sales increased in the weeks leading up to Christmas, peaking at 48% on Christmas Eve.

Source: Weekly share of mobile sales in 2018. Criteo Data. All retail, Poland.






a product page. *


Consumers like online ads that help them

discover new products (56%), remind them of

products they're interested in (46%), and offer

discounts on products (41%).**








Fashion/Luxury

*Criteo Shopper Story, US, UK, FR, DE, JP, BR, 2017, n=9033. **Criteo, “Why We Buy” Survey, Poland, August 2019, n=1040. ***Based on Nielson US DCR trends, eMarketer, ExchangeWire, IDC.

Dec 03

Nov 26

Nov 19

Nov 12

Nov 05

Oct 29

Oct 22

Oct 15

Oct 08

Oct 01

Dec 31

Dec 24

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Dec 10

Q4 Retail Snapshot in Switzerland




Source: Indexed values based on average daily sales in the first four weeks of October 2018. All Retail, Switzerland. Criteo Data.



In 2018, Black Friday sales saw a notable increase of +277%, and traffic rose by +88%. The Sunday of Black Friday also saw spikes in sales (+117%) and traffic (+36%).

The shopping surge in Switzerland carried into Cyber Monday, with sales and traffic up by +104% and +24%, respectively. Conversion rates remained high throughout Black Friday and the weeks leading up to Christmas, climbing to a peak of +116%.


Sales

Traffic

2

1

3

Source: Indexed values based on average daily sales in the first four weeks of October 2018. All Retail, Switzerland. Criteo Data.

Fashion/Luxury is in demand.

On Black Friday in 2018, fashion and luxury products led the way, with sales climbingto +243%.

In-app retail sales rise.In 2018, mobile share of sales peaked on Christmas Eve, climbing as high as 51%.

Source: Weekly share of mobile sales in 2018. Criteo Data. All retail, Switzerland.






a product page. *


Almost half of consumers like ads that help them

discover new products (48% in the US, 42% in the UK)

and remind them of products they're interested in

(37% in the US, 38% in the UK).**








Fashion/Luxury

*Criteo Shopper Story, US, UK, FR, DE, JP, BR, 2017, n=9033. **Criteo “Why We Buy” Survey, US, February 2019, n=1003 and Criteo “Why We Buy” Survey, UK, March 2019, n=1020. ***Based on Nielson US DCR trends, eMarketer, ExchangeWire, IDC.

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Oct 01

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festive season shopping trends - criteo.com · festive season shopping trends how and what will...

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