Page 1
© 2012 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.
2011 Holiday Retail Recap
#hwholidayrecap
Page 2
2 © 2012 Experian Information Solutions, Inc. All rights reserved.
#hwholidayrecap
Today’s Discussion
Holiday Traffic Trends
► Overall Growth on Key Holiday Milestones
► Mass Merchandisers vs. Dept Stores
► Flash Sales
Audience Profiles
► Demographics & Psychographics of Holiday Shoppers
Key Drivers of Traffic
► Search, Affiliates, Email & Social
Search Behavior
► Coupons, Hot Products & Gift Cards
Page 3
3 © 2012 Experian Information Solutions, Inc. All rights reserved.
#hwholidayrecap
Holiday Traffic Trends
Page 4
4 © 2012 Experian Information Solutions, Inc. All rights reserved.
#hwholidayrecap
Daily Visits to Retail 500 Cyber Monday emerged as peak day for online retail traffic
Thanksgiving
Black Friday Cyber Monday
Day After Christmas
Page 5
5 © 2012 Experian Information Solutions, Inc. All rights reserved.
#hwholidayrecap
Daily Visits on Holiday Milestone Dates Highest traffic growth on the day after Christmas
+9% +2%
+31%
+29%
0%
Page 6
6 © 2012 Experian Information Solutions, Inc. All rights reserved.
#hwholidayrecap
Daily Visits on Holiday Milestone Dates Cyber Monday is the new black
6%
3% 29%
-1% -1% 25%
22%
0% 30% 21%
12% 40%
23% 5% 38%
3% 35%
7%
Page 7
7 © 2012 Experian Information Solutions, Inc. All rights reserved.
#hwholidayrecap
Total Visits to Retail Categories Traffic to House & Garden increased 15% YoY
Page 8
8 © 2012 Experian Information Solutions, Inc. All rights reserved.
#hwholidayrecap
Top Shopping & Classifieds Websites by Growth Comparison shopping & discounts captured additional share
+22%
Page 9
9 © 2012 Experian Information Solutions, Inc. All rights reserved.
#hwholidayrecap
Total Visits to Coupon Websites Consumers continue to seek out discounts
Week of Thanksgiving & Black Friday +21%
Week of Cyber Monday +18%
Page 10
10 © 2012 Experian Information Solutions, Inc. All rights reserved.
#hwholidayrecap
Total Visits to Mass Merchandise & Discount Stores Thanksgiving & Black Friday continue to dominate
Week of Thanksgiving & Black Friday +5%
Week of Cyber Monday +5%
Page 11
11 © 2012 Experian Information Solutions, Inc. All rights reserved.
#hwholidayrecap
Total Visits to Dept Stores Higher growth in visits than mass merchants & discounters
Week of Thanksgiving & Black Friday +19%
Week of Cyber Monday +19%
Page 12
12 © 2012 Experian Information Solutions, Inc. All rights reserved.
#hwholidayrecap
Total Visits to Flash Sale Websites Traffic peaked during the week of Cyber Monday
Week of Cyber Monday +53%
Page 13
13 © 2012 Experian Information Solutions, Inc. All rights reserved.
#hwholidayrecap
Online Holiday Shoppers
Page 14
14 © 2012 Experian Information Solutions, Inc. All rights reserved.
#hwholidayrecap
Visitors to Top 500 Retail Websites Over-indexes for higher incomes & credit-worthy shoppers
Page 15
15 © 2012 Experian Information Solutions, Inc. All rights reserved.
#hwholidayrecap
Share of Visits by Mosaic Groups Skew toward affluent segments during holiday season
Page 16
16 © 2012 Experian Information Solutions, Inc. All rights reserved.
#hwholidayrecap
Share of Visits by Mosaic Groups Over 60% of visits from those that over-index vs. online pop
Page 17
17 © 2012 Experian Information Solutions, Inc. All rights reserved.
#hwholidayrecap
Share of Visits to Flash Sales by Mosaic Groups Captured a more affluent shopper during holidays
Page 18
18 © 2012 Experian Information Solutions, Inc. All rights reserved.
#hwholidayrecap
Key Drivers of Traffic
Page 19
19 © 2012 Experian Information Solutions, Inc. All rights reserved.
#hwholidayrecap
Upstream Traffic to Top 500 Retailers Search & cross-shopping define online shopping behavior
8%
2%
-8%
+4%
+1%
0%
-11%
-7%
+4%
-4%
Page 20
20 © 2012 Experian Information Solutions, Inc. All rights reserved.
#hwholidayrecap
Downstream Traffic to Retail 500 Cyber Monday became more influential for email & social
Search
1. Black Friday
2. Thanksgiving
3. Cyber Monday
Rewards & Directories
1. Thanksgiving
2. Black Friday
3. Cyber Monday
Email
1. Cyber Monday**
2. Thanksgiving
3. Black Friday
Social Networks
1. Black Friday
2. Cyber Monday**
3. Thanksgiving
Page 21
21 © 2012 Experian Information Solutions, Inc. All rights reserved.
#hwholidayrecap
Downstream Traffic from Rewards & Directories Apparel receives more referrals post-Thanksgiving
Page 22
22 © 2012 Experian Information Solutions, Inc. All rights reserved.
#hwholidayrecap
Upstream Websites – Rewards & Directories Black Friday websites still key traffic driver
Page 23
23 © 2012 Experian Information Solutions, Inc. All rights reserved.
#hwholidayrecap
Downstream Traffic from Search Engines Increased search volume across major categories
Page 24
24 © 2012 Experian Information Solutions, Inc. All rights reserved.
#hwholidayrecap
Downstream Traffic from Social Networks House & Garden experienced boost during Thanksgiving week
Page 25
25 © 2012 Experian Information Solutions, Inc. All rights reserved.
#hwholidayrecap
Upstream Websites – Social Networks Growth in referrals from new entrants like Pinterest & Google+
Up over 800% since August 2011
Page 26
26 © 2012 Experian Information Solutions, Inc. All rights reserved.
#hwholidayrecap
Downstream Traffic from Email Promotions during Peak Week & Post-Holiday strong for email
Page 27
27 © 2012 Experian Information Solutions, Inc. All rights reserved.
#hwholidayrecap
Search Behavior
Page 28
28 © 2012 Experian Information Solutions, Inc. All rights reserved.
#hwholidayrecap
Searches for Retailer Coupons Consumers seek out deals before completing purchase
Page 29
29 © 2012 Experian Information Solutions, Inc. All rights reserved.
#hwholidayrecap
Fast Moving Search Terms Kindle Fire & iPads were among the most wanted gifts
+199%
Page 30
30 © 2012 Experian Information Solutions, Inc. All rights reserved.
#hwholidayrecap
Searches for iPads & iPods vs. iTunes Digital sales follow device sales
Thanksgiving & Black Friday Promotions
Post Holiday set-up & gift
card spending
Thanksgiving & Black Friday Promotions
Post Holiday set-up & gift
card spending
Page 31
31 © 2012 Experian Information Solutions, Inc. All rights reserved.
#hwholidayrecap
Searches for Gift Cards Growth during final weeks of the holiday season
Page 32
32 © 2012 Experian Information Solutions, Inc. All rights reserved.
#hwholidayrecap
Key Takeaways
Visits increased to Retail 500 during the 2011 holiday season and Cyber Monday emerged as the top day for traffic, followed by Thanksgiving and Black Friday. The House & Garden experienced the highest growth in December with an increase of 15% in total visits. While shoppers love a bargain, department stores experienced higher growth than the discounters.
Search remains the key driver of traffic to retailers and represented 29% of all upstream traffic in December. Traffic referrals from Email & Social Networks accounted for 15% of traffic in December, particularly from Facebook, but also emerging social networks like Pinterest and Google+.
Affluent consumers were among the budget-conscious shoppers that turned to search to find discounts & deals during the holiday season, especially on Flash Sale websites.
Electronics reigned supreme among products yet again this year with searches for tablets and electronic readers topping the lists this year with increases over the previous holiday season. The new Kindle product line drove huge growth in search activity over the previous year.
Page 33
33 © 2012 Experian Information Solutions, Inc. All rights reserved.
#hwholidayrecap
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
Page 34
© 2009 Experian Information Solutions, Inc. All rights reserved.