Retail Trends and Top Products

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.

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

mouse-leClick Frenzy

41.06M Visits ? 14th Nov 37.19M Visits ? 15th Nov

mouse-leBlack Friday

40.59M Visits ? 24th Nov 29.26M Visits ? 25th Nov

Cyber Monday

39.21M Visits ? 27th Nov

10 Nov 17 12 Nov 17 14 Nov 17 16 Nov 17 18 Nov 17 20 Nov 17 22 Nov 17 24 Nov 17 26 Nov 17 28 Nov 17 30 Nov 17

Source: Hitwise CI, daily Total Visits to the Shopping & Classifieds Industry

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.

Top Ten Shopping & Classified Sites: Black Friday & Cyber Monday

Black Friday AU

Visit Share 8.45%

4.64%

3.53%

2.74%

AU

2.36%

1.77%

1.72%

1.54%

1.52%

US

1.37%

Total Visits 3,427,693 1,884,299 1,432,705 1,110,525 959,380

719,615 698,677 623,498 616,816 555,081

Cyber Monday AU

Visit Share 9.75%

5.91%

2.60%

1.98%

1.79%

1.73%

1.68%

US

1.58%

1.49%

1.44%

Total Visits 3,825,265 2,317,239 1,018,547

778,132 703,807 677,640 657,198 620,061 585,385 563,539

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

What about search demand?

There were significantly more variations of the term "Black Friday" searched over November, highlighting growing online interest around the event.

1,209

Although a strong performer for visitation,

871

Click Frenzy search demand was a fraction of

Black Friday's, with 1,209 unique terms.

"Black Friday" "Click Frenzy" "Cyber Monday"

Source: Hitwise CI, Unique Searches, 4 rolling weeks ending 2nd December 2017

Cyber Monday Insights

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

magnifie Search Performance

The 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%

Source: Hitwise CI, top sites to receive traffic from portfolio of "Cyber Monday" variations, 4 rolling weeks ending 2nd December 2017

Hot Products on eBay Australia

What were the most demanded products searched internally within the industry leader, eBay Australia?

11th Nov

18th Nov

25th Nov

2nd Dec

1

PS4

Nintendo Switch

Lego

PS4

2

iPad

Xbox One

Xbox One

Elf of the Shelf

3

Xbox One

iPad

PS4

Nintendo Switch

4

Headphones

PS4

Laptop

Lego

5

Nintendo Switch

Lego

iPad

iPad

6

Lego

Fitbit

Nintendo Switch

Tablet

7

Xbox One X

GTX 1070

Headphones

Exploding Kittens

8

Fitbit

GoPro

Drone

Headphones

9

GoPro

Headphones

GTX 1070

Laptop

10

Nerf

Drone

Fitbit

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. Electronics

Excluding consoles and computer games, what are the top toys and electronic gadgets people are searching for over the last 4 weeks?

Toys

Electronics

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.

Old school is still cool: Demand for classic play

equipment such as trampolines and

swing sets are still relevant!

Lego Elf on the Shelf Hatchimals

Fingerlings

Trampoline

Lol dolls

Swing set Basketball hoop Build a Bear Pool toys

X iPhone X

Fitbit

8 iPhone 8 Apple Watch iPad Google Home Google Home Mini

6 iPhone 6

7 iPhone 7

iPhone

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.

"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.

Squishies

Chromecast

Source: Hitwise CI, product searches to the Shopping & Classifieds Industry, 4 rolling weeks ending 2nd December 2017

Want this audience data for your brand?

LET'S TALK

For more information visit us at:

 ................
................

In order to avoid copyright disputes, this page is only a partial summary.

Google Online Preview   Download