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Retail Trends and Top Products
In the Run Up to Christmas 2017
Shopping & Classifieds Performance November 2017 November kicked off the peak
retail season with several online
sales events – the most notable in
Australia being Click Frenzy, Black
Friday and Cyber Monday.
These events offered a great
opportunity for retailers to kick
off sales for the season and increase brand awareness, and for
consumers to snag a bargain over
what can be a costly time of year.
Domestic sales event Click Frenzy received 41.06M visits on 14th November and a total of 78.25M for the full event (14th and 15th). International event Black Friday received 69.85m visits (24th and 25th November), 8.4M less visits than Click Frenzy. Cyber Monday was the smallest of all three events, but with Amazon’s arrival it will be interesting to see how this impacts the performance of these international events in 2018.
Shopping & Classifieds Performance November 2017 … continued
Online retail demand over November in Australia has seen healthy growth year on year, with more and more consumers making the most of cheap shopping deals. Visits to the Shopping and Classifieds industry hit a staggering 1 billion visits over the course of the month.
Shopping & Classifieds Total Visits on Key Sales Days
45,000,000
40,000,000
35,000,000
30,000,000
25,000,000
20,000,000
15,000,000
10,000,000
5,000,000
0
10 N
ov 1
7
12 N
ov 1
7
14 N
ov 1
7
16 N
ov 1
7
18 N
ov 1
7
20
No
v 1
7
22 N
ov 1
7
24
No
v 1
7
26
No
v 1
7
28
No
v 1
7
30
No
v 1
7
Source: Hitwise CI, daily Total Visits to the Shopping & Classifieds Industry
mouse-leftClick Frenzy41.06M Visits – 14th Nov 37.19M Visits – 15th Nov
mouse-leftBlack Friday40.59M Visits – 24th Nov 29.26M Visits – 25th Nov
Cyber Monday39.21M Visits – 27th Nov
Top Ten Shopping & Classified Sites: Black Friday & Cyber Monday
Source: Hitwise CI, Unique Searches, 4 rolling weeks ending 2nd December 2017
Black Friday Cyber MondayVisit Share
8.45%
4.64%
3.53%
2.74%
1.72%
1.54%
1.52%
1.37%
Visit Share
9.75%
5.91%
2.60%
1.98%
1.79%
1.73%
1.58%
1.49%
1.44%
Total Visits
3,427,693
1,884,299
1,432,705
1,110,525
698,677
623,498
616,816
555,081
Total Visits
3,825,265
2,317,239
1,018,547
778,132
703,807
677,640
620,061
585,385
563,539
What about search demand?
There were significantly more variations of the term “Black Friday” searched over November, highlighting growing online interest around the event.
Although a strong performer for visitation, Click Frenzy search demand was a fraction of Black Friday’s, with 1,209 unique terms.
Source: Hitwise CI, daily Total Visits Shopping & Classifieds Industry Black Friday, 24th November 2017 and Cyber Monday, 27th November 2017
Strong speculation around Amazon Australia’s launch in the run up to Black Friday saw the site’s rank increase from 36 to 5 in the Shopping & Classifieds industry in 7 days.
Appliances & Electronics sites Kogan and EB Games Australia made their way into the top ten on Black Friday, but both fell outside of the top ten on Cyber Monday.
OzBargain frequently appears in the industry top ten throughout the year, but its ability to sustain its positions on Black Friday and Cyber Monday cements its role as the industry’s go-to for savings. Ensuring your brand’s offers are clearly accessible to the public on sites like OzBargain will encourage sharing across reward communities, increasing your brand exposure and in turn generating more traffic to your site on key sales dates.
8,806
"Black Friday" "Click Frenzy" "Cyber Monday"
1,209871
AU AU
US
US
AU
1.68% 657,198
2.36% 959,380
719,6151.77%
Cyber Monday Insights
Source: Hitwise CI, top sites to receive traffic from portfolio of “Cyber Monday” variations, 4 rolling weeks ending 2nd December 2017
select2 Traffic Sources The top traffic sources for retailers on Cyber Monday were;
Search (43% of clicks), Social (7.8% of clicks) and Email (3.8% of clicks).
Compared to the previous day, reliance on emails increased by 36%, whereas Search and Social reliance saw a slight decline of 5% each
magnifier2 Search PerformanceThe top sites receiving traffic from variations of “Cyber Monday” include retailers, comparison sites and print publications. This reflects a range of different search intents – from research to top tips, or straight to the bargains themselves.
Catch, Kogan and OZsale had the most competitive stance for Cyber Monday traffic, with paid rates ranging from 61-83%.
Websites Search Clicks
9.17%
5.99%
3.40%
3.23%
3.20%
3.13%
2.98%
Paid Rate
7%
74%
61%
83%
0%
0%
3%
What were the most demanded products searched internally within the industry leader, eBay Australia?
Hot Products on eBay Australia
1
2
3
4
5
6
7
8
9
10
11th Nov
PS4
iPad
Xbox One
Headphones
Nintendo Switch
Lego
Xbox One X
Fitbit
GoPro
Nerf
18th Nov
Nintendo Switch
Xbox One
iPad
PS4
Lego
Fitbit
GTX 1070
GoPro
Headphones
Drone
25th Nov
Lego
Xbox One
PS4
Laptop
iPad
Nintendo Switch
Headphones
Drone
GTX 1070
Fitbit
2nd Dec
PS4
Elf of the Shelf
Nintendo Switch
Lego
iPad
Tablet
Exploding Kittens
Headphones
Laptop
Bluetooth speakers
Source: Hitwise Custom, weekly internal searches on eBay, 4 weeks ending 2nd December 2017
Whilst the first 3 weeks had a heavy focus on electronics, the 4th week saw a shift towards broader gift categories and products, including Elf on the Shelf, Lego and card game Exploding Kittens.
One clear theme throughout the 4-week period was high demand for consoles. Demand fluctuated between the Xbox One, Nintendo Switch and PS4, however PS4 took out the #1 product spot for 2 of the 4 weeks.
Strong performers across the period also included Lego, iPads and Fitbits.
Staying on top of trending product demand in the lead up to Christmas — particularly within the platforms where your product is distributed — will help you ensure campaign activity aligns with current consumer demands.
Top Products – Toys vs. ElectronicsExcluding consoles and computer games, what are the top toys and electronic gadgets people are searching for over the last 4 weeks?
Toys Electronics
Lego iPhone X
Elf on the Shelf
Lol dolls
Pool toys
Fitbit
Google Home
iPhone
Hatchimals iPhone 8
Swing set Google Home Mini
Squishies Chromecast
Fingerlings Apple Watch
Basketball hoop iPhone 6
Trampoline iPad
Build a Bear iPhone 7
Lego has another successful
Christmas season, ranking in top spot for toy
searches.
Watch out, Hatchimals.
Fingerlings are the newest interactive toy on the block,
with strong trending search demand across
the industry.
Apple dominates this space, taking
out 8 of the 12 most searched
products. Products include
the newly launched iPhone X, Apple Watch, as well as older phone models.
Source: Hitwise CI, product searches to the Shopping & Classifieds Industry, 4 rolling weeks ending 2nd December 2017
Old school is still cool: Demand for classic play
equipment such as trampolines and
swing sets are still relevant!
“Okay, Google…”Backed by an
extensive online and offline marketing
campaign, the smart speaker
is trending across the
industry, gaining momentum before
the arrival of key competitor Alexa. Google’s
streaming device, Chromecast, also performed well.
X
8
6
7
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