BLACK FRIDAY &CYBER MONDAY23.11.18-26.11.18

57% of adults either bought or browsed products on Black Friday

51% of purchasers bought electrical items, 42% fashion items, 23% beauty items and 8% furniture.

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9am was the peak hour for purchasing in 2017 on Black Friday

There was a second post dinner/ pre-bed peak in purchasing between 6PM-10PM

OUR CONTENTIn November to early December

there were 74 articles about ‘Black Friday/ Cyber Monday’ with 3.3

million article views

WHO?Males 18-44

This audience typically spend more on Black Friday

HOW TO TARGET MALES 18-44

3 56% of online purchases occurred via mobile phones

Brand Reach Index

3.7m

5.4m

979k

550k

195k

199k

256k

107

102

69

62

36

31

31

3.0m 139

657k 109

GIFTS FOR HIM4.12.18

Searches peak for ‘gifts for him’

Top categories females purchased for Christmas presents in 2017; Grooming, Clothing, Food & Drink, Games, Technology and Watches/ Jewellery.

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98% of Mail females agree with “A thoughtful gift means more to me than an expensive one”

2 in 3 of our females research Christmas gifts on Saturday/ Sunday

OUR CONTENTIn November/ December MailOnline published 23 articles on ‘gift guides’

with 665,000 article views

WHO?Females

Females 18-34 are +47% more likely than the average female to search for ‘gifts for him’ in December

HOW TO TARGET FEMALESBrand Reach Index

14.5m

1.5m

2.2m

3.5m

2.2m

1.4m

4.6m

114

113

112

102

102

98

88

1.8m 121

9.5m 117

3 Our females use online (78%), in- store (72%), magazines (65%) and recommendations from friends (54%) for inspiration for gifts

HOW TO TARGET FEMALE MSBrand Reach Index

2.1m

8.2m

12.3m

3.1m

1.9m

1.2m

4.0m

121

117

113

107

106

100

89

1.7m 130

1.4m 121

CHRISTMAS DINNER5.12.18

On average 20 days before Christmas adults start

planning Christmas Dinner

Recipe ideas & food planning tips are of most interest to our female audience at Christmas.

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45% of our readers start planning their Christmas food shop in late November/ early December

62% of our readers have turkey on Christmas day, 17% beef and 14% chicken. Households with children are more likely to have Chicken (19%).

OUR CONTENTIn December there were 37 articles on ‘Christmas dinner/roast’ with 4.1

million article views

WHO?

3 £225 is the average spend per household on Christmas food & drink.

Female Main Shopper

53% of women say they do the food shop

PARTY TIME6.12.18

Searches for ‘party dress’ peak in the first week of

December

The biggest party day of the year is expected to be Saturday 15th December. The most popular day to have a work Christmas party is on Thursday/Friday, in the first two weeks of December.

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The average UK woman will spend 8 hours planning their Christmas party outfit

Women attend on average 3 parties over the festive season. 90% wear a different outfit for each party

OUR CONTENTIn Nov/Dec there were 15 articles on ‘Christmas dresses and fashion’ with

650,000 article views

WHO?Females 18-34

Females 18-34 are +15% more likely than the average female to search for dresses in December

HOW TO TARGET FEMALES 18-34Brand Reach Index

1.5m

363k

586k

294k

181k

145k

173k

108

96

65

53

45

42

33

3.6m 170

5.5m 164

3 77% of women will buy a newitem of clothing over the festive period and spend £67 on each outfit

GIFTS FOR HER13.12.18

Searches increases in ‘gifts for her’

MMM males spent a total of £3.8bn on Christmas presents last year, accounting for 53p in every £1 spent on Christmas presents by males living in Great Britain.

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1 in 4 men do all their Christmas shopping in an hour. 63% of men claimed to get the bulk of their Christmas shopping done in just under three hours.

Men outspend women by £376 to £276 on Christmas presents for family. Women spend more on friends than men.

OUR CONTENTIn Dec there were 25 articles on ‘Christmas presents’ with 1 million

article views

WHO?Males

48% of adults will blow the budget to land perfect present

HOW TO TARGET MALESBrand Reach Index

3.2m

2.0m

1.7m

1.1m

10.4m

6.5m

1.1m

98

98

88

87

85

82

78

5.6m 112

1.4m 102

GIFTS FOR HOSTS17.12.18

Searches for ‘chocolate’ and ‘alcohol’ peak in the third

week in December

71% of adults will bring a bottle of alcohol to their hosts this Christmas. 61% of British consumers will share chocolates with friends and family when they come to visit them.

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61% of Brits stock up on alcohol for when people come around at Christmas

49% agree that food & drink is this safest choice of gift

OUR CONTENTIn Dec there were 14 articles on

‘hosting, entertaining and avoiding a stressful Christmas’ with 602,000

article views

WHO?Females 25+

Adults who buy alcohol as a gift for Christmas are most likely to be females 25+ (67%)

how to target FEmales 25+Brand Reach Index

2.2m

8.1m

12.1m

2.0m

3.2m

1.3m

4.0m

125

115

110

110

108

102

89

1.8m 135

1.4m 126

3 2 in 5 of our readers drink sparking wine/ champagne over the festive period

LAST MINUTE SHOPPERS21.12.18-22.12.18

Last minute stock up of FMCG goods with basket sizes peaking this

day (average 68 units in each basket).

Last minute shoppers spent £1.4bn on credit and debit cards on Friday/Saturday before Christmas.

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3 in 10 of our readers forget key items from their Christmas Shop (sauces, gravy etc)

Shoppers parted with £747m on the Friday before Christmas 2017 the busiest groceries shopping day ever recorded

OUR CONTENTIn Dec there were 14 articles on ‘last

minute Christmas’ with 1.0 million article views

WHO?Female Main Shopper

53% of women say they do the food shop

HOW TO TARGET FEMALE MSBrand Reach Index

2.1m

8.2m

12.3m

3.1m

1.9m

1.2m

4.0m

121

117

113

107

106

100

89

1.7m 130

1.4m 121

3 Average expected spend per household on food & drink (£225)

BOXING DAY26.12.18

1 in 4 adults claim to have purchased something

on Boxing Day 2017.

It was predicted adults would spend £4.5bn in the Boxing Day 2017 sales, lured by price cuts and deals.

DID YOU KNOW? OUR CONTENTThe week before and after Boxing

Day we published 62 articles about ‘Boxing Day’ with 4.5 million article

views

WHO?35+

71% of adults who searched for “sales” over Boxing Day were 35+

HOW TO TARGET 35+Brand Reach Index

2.7m

3.4m

5.3m

2.0m

6.5m

14.9m

9.1m

130

120

114

102

92

87

82

3.6m 132

2.3m 1301

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Shoppers increased by +123% on Boxing Day vs the October base line

Boxing Day shoppers are “Image Idolisers” driven by brand, design, image and quality

3 Boxing Day is a ‘treat’ day for 41% of Brits who use the sales to shop for themselves