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Holiday Wrap-up1 November 31 December 2017US & Global Commerce Insights for Brands and Retailers1 Holiday Wrap-up 2017|Key FindingsBlack Friday and Cyber Monday broke all sales records, but the bigger story of Holiday 2017 is of a retail sector revitalized by shoppers able to buy what they need and love whenever and wherever they want. Retailers have learned to make better use of their retail footprints and embraced the mantra that smaller can be better. The US may have lost retail square footage in 2017, but existing stores got sharper in merchandise mix, and more aesthetic and experiential in the display of goods. They also employed knowledgeable, empowered salespeople. Retailers also offered enhanced customer services to both before and after a purchase to drive shopper loyalty. Some stores became more like showrooms with limited stocks of goods that were fulfilled through special pick-up points or shipped for convenience. Criteo works with 17,000 brands and retailers globally to drive profits and sales. The shopper data we have access to reveals important trends emerging in how people shopped and what they bought in Holiday 2017.Our analysis of retail search and shopper conversion data reveals the following:Due to ecommerce, holiday retail has expanded beyond traditional timeframes. Shoppers are researching purchases in October but waiting to purchase in November as deals are triggered. They tend to buy big ticket items through Cyber Week but then shift to smaller gifts and lots of decorations.The week between Christmas and New Years is Cyber Week II. After Christmas and before New Years, there is a dramatic increase in the number of shoppers going back in market, partly due to gift cards. The dynamic of greater increased purchasing power that we see in November December 23 flips: shoppers once again show the growth rates seen in October.Holiday 2017 saw the emergence of new key days for retailing. Black Thursday and Christmas Day itself are now significant purchasing days.Mobile commerce rises on the weekends and on key holidays. The three days around Christmas had the highest rates of mobile transactions of the entire season: nearly half of all goods are bought on phones. Shoppers may be with family, but with mobile phones, they are never more than a click away from a purchase.Breakout gifts had a high-tech focus contrasted with cozy clothing. The breakout gifts of the season are the Fingerling, Nintendo Switch, Google Home Minis, UHDTVs, Instant Pots, Legos, PS4s, Apple Watches, adult onesies and family pajamas.Omnishopping is Proving a Boon to Retailers. Results of a global survey of shoppers point to key factors behind the renewed energy of retail. Shoppers have embraced all modes of omnishopping (Click & Collect, Showrooming, Webrooming, Click & Ship) and retailers have developed ways to enable shoppers to research and purchase whenever, wherever and on any device.2 Holiday Wrap-up 2017|Its a Golden Quarter as well as a Holiday Season With the rise of omnishopping, people can buy anywhere, anytime, and they do. The top gifts of the season were all searched for starting August onwards and there were more searches for Christmas trees in October than there were for candy. The number of people shopping through Cyber Week had minimal growth: 1.5%. In contrast: the number of people who bought had a much bigger increase. The difference between these num-bers indicates they had “pre-shopped” online or in stores before the big days. They converted as deals were triggered with the average increase in purchasers throughout the period being 7.7% with days like Thanksgiving (+25% YoY), Black Friday (13%), Cyber Monday (+13%), Black Saturday (+12%).Cart sizes and values drop off slightly post Cyber Week, but remain strong throughout the month with the highest cart value of December seen on New Years Eve. Average cost per item was highest on the 24th as last minute shoppers opened their purse strings with urgency.December 2017 Cart ValuesAverage Order Value (AOV)Unit Price12/1 12/2 12/3 12/4 12/5 12/6 12/7 12/8 12/9 12/10 12/11 12/12 12/13 12/14 12/15 12/16 12/17 12/18 12/19 12/20 12/21 12/22 12/23 12/24 12/25 12/26 12/27 12/28 12/29 12/30 12/31$134$133$133$130$130$128$128$129$134$128$122$121$118$120$128 $128$125$140$132$129$134$136$132$146$126$140$131$46 $46$43$45$42$44$45$45$44$43$45$45$46$46$48 $48$50$50 $50 $50 $50$54$51 $51$57$58$60$61$49 $49$48CYBER WEEK IICHRISTMAS$142$143$144$1353 Holiday Wrap-up 2017|Black Friday and Cyber Monday are the biggest Commerce DaysBlack Friday and Cyber Monday remain huge in terms of the number of shoppers we see as well as the number of purchasers. If you look at the data as compared to the month of October, before-holiday truly takes off. 7.5x3.05.76.23.42.83.32.62.32.42.22.13.43.12.42.32.11.91.81.81.81.8ShoppersPurchasersThanksgivingCyber MondayBlack Friday and Cyber Monday Drive Sales11/23 11/24 11/25 11/26 11/27 11/28 11/29 11/30 12/1 12/2 12/34 Holiday Wrap-up 2017|Black Thursday & Christmas: the emergence of new key commerce days Christmas Day has also emerged as a significant day for commerce in the US. With most stores closed, it marks the beginning of Cyber Week II, a period when shoppers flood back in market to take advantage of deals. They often have gift cards in hand, so they turn to buying for themselves.Shoppers are using gift cards to get what they want. In contrast, earlier in December, purchaser numbers were stronger. Shoppers had already looked around and were ready to buy.2.22.3 2.32.3 2.32.1 2.11.4 1.42.02.4 2.42.5 2.52.52.6 2.6 2.63.22.62.82.8The Inflection Point: Purchasing Outpaces Shopping but This Shifts with Christmas12/1 12/2 12/3 12/4 12/5 12/6 12/7 12/8 12/9 12/10 12/11 12/12 12/13 12/14 12/15 12/16 12/17 12/18 12/19 12/20 12/21 12/22 12/23 12/24 12/25 12/26 12/27 12/28 12/29 12/30 12/31ShoppersPurchasers1.31.31.10.91.01.31.41.41.41.51.51.8 1.8 1.81.8 1.8 1.8 1.81.81.7 1.7 1.7 1.7 1.7 1.7 1.7 1.71.6 1.6 1.6 1.60.90.90.81.11.81.6 1.61.5CYBER WEEK IICHRISTMAS5 Holiday Wrap-up 2017|More than 4 in 10 of all sales on average throughout November and December were made on mobile phones while tablet commerce has been margin-alized. There are crucial differences in what device people choose to buy based on the day.Mobile commerce was lowest on Cyber Monday (33%) as shoppers bought on their phones before work, but turned to their computers at 9am perhaps pretending they were working and were more likely to use their computers when they got home. Mobile commerce tends to peak in the pre-work hours throughout the period as busy shoppers use their phones when they first get up, throughout breakfast and during their commute time (if they are not driving). December 23 (closely followed by Christmas Eve and Christmas) was the biggest ever day in the history of mobile commerce in the US: 48% of all purchases were made on phones. On the 23rd, shoppers were likely in transit to family and using phones to shop whenever and wherever. Shoppers were likely with friends and family on Christmas and not inclined to fire up their laptops. 12/16 12/3112/3012/2912/2812/2712/2612/2512/2412/2312/2212/2112/2012/1912/1812/17Share of Purchasers by DeviceTabletMobileComputerMobile commerce made it merry, especially on Christmas47%42%42%37%38%39%40%42%39% 37% 37% 38%41%39%47%55%54% 53% 53% 53%52%47%49%52%49%42%42%44%50%49%48%45%11%11%11%11%10%9%8%8%8%8%8%10% 10%10% 12%CYBER WEEK II6 Holiday Wrap-up 2017|A tale of monkeys, a switch hit, while Instant Pots rose to a boilBack in August the term “fingerling” showed up in Criteos list of the top 1000 retail search terms. Assuming this was a fancy potato, when the term leapt up the chart, we realized something else was going on. The rise of this product is but one example of how the hottest items of the season started to be researched very early as shoppers looked to make a purchase before stocks were depleted. Some lucky parents got a real Fingerling monkey, others did not, but shoppers were still looking for them at any price throughout the end of the year. During Black Friday week, it was more searched than the term TV or Laptop. The LOL Surprise! toy is similar. It shot up the list in September and was still being highly sought after during Black Friday week. This phenomenon was driven by the elaborate process to unveil its contents that became a YouTube phenomenon overnight in September. Legos and Barbies showed steady rises from the summer as some parents wanted the tried and true. Legos movie tie in: Lego Ninjago, was the most popular Lego type, besting Chewbacca et al from last years big hit: Lego Star Wars. Our Gener-ation, a more affordable and broadly sold character doll that competes with American Girl also showed strong interest throughout the season. The big cart sizes of Black Friday and Cyber Week were likely driven by laptops and UHD 4K and Smart TVs which were the hottest searched for consumer elec-tronics. Shoppers also looked for all the ancillaries that go with those new TVs: wall mount brackets, TV stands and now very affordable sound bars to create the home theatre experience. While Amazons Echo continued to lead market share due to all those various versions and Alexa integrations in everything from TVs to cars, the Google Home, (especially the very affordable Mini version sold for $29 during Cyber Week), shot up as the most searched electronic terms list from Black Friday week on. While first seen as a gadget limited to early adopters, Voice is emerging as a powerful way that people will control their households as well as shop The Instant Pot, a 7-function wonder which can do everything from make yogurt to braise meat and pressure cook in under 30 minutes is the hot global small appliance. Last year was the peak of ugly Christmas sweaters, but this year family pajamas (matching pajamas for everyone including the dog) and adult onesies will make sure that Christmas morning is full of silly selfies. A strong cold snap in many parts of the US reinforced “warm & cozy” as a key trend in holiday gifting.Top gifts of 2017LOL Surprise! Our Generation Lego Fam Jams 4K TV Google Home Mini Instant Pot7 Holiday Wrap-up 2017|2017 Was a Turning Point in eGrocery in the USeGrocery has been a much bigger phenomenon in developed Asian markets and the UK and France, but this was the year that it finally took off in the US. The largest sellers of grocery in the US the big box stores like Walmart and Target, created new smaller format grocery focused stores for urban markets, and pushed Click & Collect to huge success. Here they have the learning of ASDA and Tesco in the UK and Auchan and Carrefour in France. And while The Amazon/Wholefoods acquisition got lots of press, Peapod, Fresh Direct, Boxed, Jet, and other online grocery pioneers in the US, expanded their delivery coverage and primary household shoppers responded.This season, eGrocers ensured that shoppers got their goods on time for the big cooking days of the season. Order values for CPG were highest on the three days before Thanksgiving: $172, $167, $165, showing that shoppers were either buying online with the assurance that the cranberries would show up on time at the house, or using Click & Collect to get the goods. Last year, the highest CPG cart sizes were seen the week before Thanksgiving.December has two big days in cooking for in-home celebrations and eGrocery rose to the occasion. The biggest carts are typically seen 3 - 4 days before a holiday to lock in delivery slots. But even on Christmas Eve, Christmas Day and New Years Eve, shoppers took a break from the festivities to replenish diminished stocks. The average cart value on Christmas Day was $120.December grocery cart values peak near celebration days$153$131$125$164$162 $162$160$141$144$172$165$11112/1 12/2 12/3 12/4 12/5 12/6 12/7 12/8 12/9 12/10 12/11 12/12 12/13 12/14 12/15 12/16 12/17 12/18 12/19 12/20 12/21 12/22 12/23 12/24 12/25 12/26 12/27 12/28 12/29 12/30 12/31$163$127$128$163$160 $160$161$131$129$168$170$161 $161$166$154$129$124$165$171$160$137$108$149$120$154 $154$158$138$130$158Average Order Value (AOV)CYBER WEEK IICHRISTMAS8 Holiday Wrap-up 2017|The Rise of Black Friday and Cyber Week IIBrazilians had to have 4K TVs Gday to “Click Frenzy”Ecommerce and omnishopping are fundamentally changing the nature of retail and leading to entirely new patterns in retail seasonality. Criteo has a global presence and in every country that is not dominated by Alibaba (and Singles Day) Black Friday has become a phenomenon as has Cyber Week II: the week between Christmas and New Years when shoppers are motivated by year end deals and gift cards. Gift card users tend to spend on themselves and apparel & accessories and beauty products see sharp rises in interest. Another phenomenon we see is that sales are spiking closer to Christmas than ever, due to Click & Collect and new faster delivery options.Australia: Black Friday Competes with “Click Frenzy” for Shopper Attention*Specific to Australia, Click Frenzy, a day initiated by retailers to jump start Christmas sales, continues to be more important than Black Friday: Click Frenzy (November 14) saw +139% in sales vs +99% for Black Friday compared to an average sales day in October 2017. Black Friday showed higher growth rates than Click Frenzy, though, and seems to be taking sales from Click Frenzy. Mobile share: 44% of sales for Click Frenzy, and 42% for Black Friday. Cyber Week II: December 26 had a 27% rise in product detail page views and a 25% rise in shoppers. Brazil: Black Friday Caused a Literal Frenzy of Shoppers*With the Brazilian economy challenged, and consumer confidence rocked, Criteo saw that shoppers held back spend for the deals to come. Shoppers were so eager to upgrade their TV sets to smart TVs and 4K UHD that on Black Friday, malls were flooded. Criteo data shows that in Brazil: Shoppers: +327% over an average sales day in October. Purchasers: +882%. Mobile share: 28% of sales on Friday, compared to 43% during the weekend. Cyber Week II: December 26 had a 27% rise in product detail page views and a 25% rise in shoppers. 9 Holiday Wrap-up 2017|Mobile commerce rises on weekendsChristmas ecommerce is 24/7The Rise of Black Friday and Cyber Week IIFrance: Ce nest pas Vendredi Noir,Cest Black Friday The French government mandated that terms need to be translated into their language, but this year in France, retailers chose to use the American term for Black Friday sales. You can see this reflected in top retail search terms for the week of Black Friday: “Black Friday iPhone” and “Black Friday Informatique” were the top searched terms from leading consumer electronics sellers. Shoppers: +201% over the average day in October. Purchasers: +59%. Mobile share: 32% of sales on Friday, 35% during
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