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.

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.

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

15,000,000

10,000,000

5,000,000

0

10 N

ov 1

7

12 N

ov 1

7

14 N

ov 1

7

16 N

ov 1

7

18 N

ov 1

7

20

No

v 1

7

22 N

ov 1

7

24

No

v 1

7

26

No

v 1

7

28

No

v 1

7

30

No

v 1

7

Source: Hitwise CI, daily Total Visits to the Shopping & Classifieds Industry

mouse-leftClick Frenzy41.06M Visits – 14th Nov 37.19M Visits – 15th Nov

mouse-leftBlack Friday40.59M Visits – 24th Nov 29.26M Visits – 25th Nov

Cyber Monday39.21M Visits – 27th Nov

Top Ten Shopping & Classified Sites: Black Friday & Cyber Monday

Source: Hitwise CI, Unique Searches, 4 rolling weeks ending 2nd December 2017

Black Friday Cyber MondayVisit Share

8.45%

4.64%

3.53%

2.74%

1.72%

1.54%

1.52%

1.37%

Visit Share

9.75%

5.91%

2.60%

1.98%

1.79%

1.73%

1.58%

1.49%

1.44%

Total Visits

3,427,693

1,884,299

1,432,705

1,110,525

698,677

623,498

616,816

555,081

Total Visits

3,825,265

2,317,239

1,018,547

778,132

703,807

677,640

620,061

585,385

563,539

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, Click Frenzy search demand was a fraction of Black Friday’s, with 1,209 unique terms.

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

"Black Friday" "Click Frenzy" "Cyber Monday"

1,209871

AU AU

US

US

AU

1.68% 657,198

2.36% 959,380

719,6151.77%

Cyber Monday Insights

Source: Hitwise CI, top sites to receive traffic from portfolio of “Cyber Monday” variations, 4 rolling weeks ending 2nd December 2017

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 PerformanceThe 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

9.17%

5.99%

3.40%

3.23%

3.20%

3.13%

2.98%

Paid Rate

7%

74%

61%

83%

0%

0%

3%

What were the most demanded products searched internally within the industry leader, eBay Australia?

Hot Products on eBay Australia

1

2

3

4

5

6

7

8

9

10

11th Nov

PS4

iPad

Xbox One

Headphones

Nintendo Switch

Lego

Xbox One X

Fitbit

GoPro

Nerf

18th Nov

Nintendo Switch

Xbox One

iPad

PS4

Lego

Fitbit

GTX 1070

GoPro

Headphones

Drone

25th Nov

Lego

Xbox One

PS4

Laptop

iPad

Nintendo Switch

Headphones

Drone

GTX 1070

Fitbit

2nd Dec

PS4

Elf of the Shelf

Nintendo Switch

Lego

iPad

Tablet

Exploding Kittens

Headphones

Laptop

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. ElectronicsExcluding consoles and computer games, what are the top toys and electronic gadgets people are searching for over the last 4 weeks?

Toys Electronics

Lego iPhone X

Elf on the Shelf

Lol dolls

Pool toys

Fitbit

Google Home

iPhone

Hatchimals iPhone 8

Swing set Google Home Mini

Squishies Chromecast

Fingerlings Apple Watch

Basketball hoop iPhone 6

Trampoline iPad

Build a Bear iPhone 7

Lego has another successful

Christmas season, ranking in top spot for toy

searches.

Watch out, Hatchimals.

Fingerlings are the newest interactive toy on the block,

with strong trending search demand across

the industry.

Apple dominates this space, taking

out 8 of the 12 most searched

products. Products include

the newly launched iPhone X, Apple Watch, as well as older phone models.

Source: Hitwise CI, product searches to the Shopping & Classifieds Industry, 4 rolling weeks ending 2nd December 2017

Old school is still cool: Demand for classic play

equipment such as trampolines and

swing sets are still relevant!

“Okay, Google…”Backed by an

extensive online and offline marketing

campaign, the smart speaker

is trending across the

industry, gaining momentum before

the arrival of key competitor Alexa. Google’s

streaming device, Chromecast, also performed well.

X

8

6

7

For more information visit us at:www.hitwise.com

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