Retail Trends and Top Products - In the Run Up to Christmas 2017 - Connexity
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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.
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 mouse-leftClick Frenzy mouse-leftBlack Friday Cyber Monday
15,000,000 41.06M Visits – 14th Nov 40.59M Visits – 24th Nov 39.21M Visits – 27th Nov
37.19M Visits – 15th Nov 29.26M Visits – 25th Nov
10,000,000
5,000,000
0
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 Visit Share Total Visits Cyber Monday Visit Share Total Visits
AU 8.45% 3,427,693 AU 9.75% 3,825,265
4.64% 1,884,299 5.91% 2,317,239
3.53% 1,432,705 2.60% 1,018,547
2.74% 1,110,525 1.98% 778,132
AU 959,380 1.79% 703,807
2.36%
1.77% 719,615 1.73% 677,640
1.72% 698,677 1.68% 657,198
1.54% 623,498 US 1.58% 620,061
1.52% 616,816 1.49% 585,385
US 1.37% 555,081 1.44% 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.
Although a strong performer for visitation,
1,209 Click Frenzy search demand was a fraction of
871
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
magnifier2 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 Paid Rate
9.17% 7%
5.99% 74%
3.40% 61%
3.23% 83%
3.20% 0%
3.13% 0%
2.98% 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 X iPhone X
Lego has another Apple dominates
successful Elf on the this space, taking
Christmas season, Fitbit out 8 of the 12
Shelf
ranking in top most searched
spot for toy products.
searches. Products include
Hatchimals 8 iPhone 8 the newly
launched iPhone
X, Apple Watch,
as well as older
Apple phone models.
Fingerlings
Watch
Watch out,
Hatchimals.
Fingerlings are the Trampoline iPad
newest interactive
toy on the block,
with strong
trending search Google
demand across Lol dolls
Home
the industry. “Okay, Google…”
Backed by an
Google extensive online
Swing set and offline
Home Mini marketing
campaign, the
smart speaker
Basketball is trending
Old school is still 6 iPhone 6
hoop across the
cool: Demand
industry, gaining
for classic play
momentum before
equipment such as
trampolines and Build a the arrival of
7 iPhone 7 key competitor
swing sets are still Bear
Alexa. Google’s
relevant!
streaming device,
Chromecast, also
Pool toys iPhone performed well.
Squishies Chromecast
Source: Hitwise CI, product searches to the Shopping & Classifieds Industry, 4 rolling weeks ending 2nd December 2017Want this audience data
for your brand?
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