2011 holiday retail recap - experian · to search to find discounts & deals during the holiday...

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2011 Holiday Retail Recap

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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

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Holiday Traffic Trends

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Daily Visits to Retail 500 Cyber Monday emerged as peak day for online retail traffic

Thanksgiving

Black Friday Cyber Monday

Day After Christmas

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Daily Visits on Holiday Milestone Dates Highest traffic growth on the day after Christmas

+9% +2%

+31%

+29%

0%

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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%

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Total Visits to Retail Categories Traffic to House & Garden increased 15% YoY

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Top Shopping & Classifieds Websites by Growth Comparison shopping & discounts captured additional share

+22%

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Total Visits to Coupon Websites Consumers continue to seek out discounts

Week of Thanksgiving & Black Friday +21%

Week of Cyber Monday +18%

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Total Visits to Mass Merchandise & Discount Stores Thanksgiving & Black Friday continue to dominate

Week of Thanksgiving & Black Friday +5%

Week of Cyber Monday +5%

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Total Visits to Dept Stores Higher growth in visits than mass merchants & discounters

Week of Thanksgiving & Black Friday +19%

Week of Cyber Monday +19%

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Total Visits to Flash Sale Websites Traffic peaked during the week of Cyber Monday

Week of Cyber Monday +53%

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Online Holiday Shoppers

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Visitors to Top 500 Retail Websites Over-indexes for higher incomes & credit-worthy shoppers

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Share of Visits by Mosaic Groups Skew toward affluent segments during holiday season

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Share of Visits by Mosaic Groups Over 60% of visits from those that over-index vs. online pop

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Share of Visits to Flash Sales by Mosaic Groups Captured a more affluent shopper during holidays

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Key Drivers of Traffic

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Upstream Traffic to Top 500 Retailers Search & cross-shopping define online shopping behavior

8%

2%

-8%

+4%

+1%

0%

-11%

-7%

+4%

-4%

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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

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Downstream Traffic from Rewards & Directories Apparel receives more referrals post-Thanksgiving

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Upstream Websites – Rewards & Directories Black Friday websites still key traffic driver

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Downstream Traffic from Search Engines Increased search volume across major categories

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Downstream Traffic from Social Networks House & Garden experienced boost during Thanksgiving week

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Upstream Websites – Social Networks Growth in referrals from new entrants like Pinterest & Google+

Up over 800% since August 2011

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Downstream Traffic from Email Promotions during Peak Week & Post-Holiday strong for email

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Search Behavior

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Searches for Retailer Coupons Consumers seek out deals before completing purchase

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Fast Moving Search Terms Kindle Fire & iPads were among the most wanted gifts

+199%

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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

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Searches for Gift Cards Growth during final weeks of the holiday season

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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.

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