Black Friday 2011 The Online Retail Landscape

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Black Friday 2011

The Online Retail Landscape

October 20, 2011

Join the conversation #HWBLACKFRIDAY

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Today’s Discussion

Online Retail Landscape: which retail websites were the most popular last Thanksgiving & Black Friday

Key Traffic Drivers: major sources of traffic to retail websites on Thanksgiving & Black Friday and how the landscape has shifted.

Holiday Email Strategies: which days last year were the most successful in using email to drive visits and transactions.

Hot Products: what was in-demand and most heavily searched during Thanksgiving & Black Friday.



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Current Online Retail Landscape




Weekly Visits to Retail 500 Current health of the online retail market

Thanksgiving/Black Friday +8%

Cyber Monday +11%

Week Ending Oct 15, 2011 +10% YoY




$

$$

$$$

$$$$

$$$$$

Online Retail Audience Over 25 with income under $100k

Visit Share by Income

Visit Share by Age

Sum

mar

y o

f V

isit

ors

to

Ret

ail 5

00

4

Wee

ks e

nd

ing

Oct

ob

er 1

5, 2

01

1 Visit Share by VantageScore

54%

Visit Share by Gender

46%




Online Retail Audience Skews more affluent & creditworthy compared to online pop




Mosaic Groups for Retail 500 Highest volume of visits with affluent & older visitors




Holiday 2010 Recap




Daily Visits to Retail 500 Visits increased during 2010 holiday season




Daily Visits to Retail 500 Largest increases on Cyber Monday & Black Friday




Visits to Product Categories Apparel retailers experienced highest gain last year




Top Retailers by Daily Visits Walmart.com takes top billing on Thanksgiving




Key Drivers of Traffic




Upstream Sources of Traffic Search & cross-shopping dominate retail referrals




Downstream Traffic to Retail 500 Visits from Search & Social networks peak on Black Friday

Search

1. Black Friday

2. Thanksgiving

3. Cyber Monday

Rewards & Directories

1. Thanksgiving

2. Black Friday

3. Cyber Monday

Email

1. Thanksgiving

2. Black Friday

3. Cyber Monday

Social Networks

1. Black Friday

2. Thanksgiving

3. Cyber Monday




Black Friday Searches Overall search volume growth flattened last year

+50%

+8%




Black Friday Searches Majority of searches include name of retailer




Black Friday Searches Opportunities for early paid search activity

20% Paid

12% Paid




Black Friday Searches The hunt for leaked ads has already started

Negative Match Alert !




Holiday Hot Product Searches Gadgets, games & Uggs




Holiday Hot Products Keywords of the consumer to identify demand




Email Campaign Timing Transactions from emails are not just about volume

Source: Experian CheetahMail




Visits to Rewards & Directories Traffic peaks each year during the holiday kick-off




Visits to Black Friday Websites Activity picks up in November with circular availability

+5%

+18%

+3%




Key Drivers of Traffic – Black Friday Websites Dept stores, electronics & video game retailers benefit most

Excludes Rewards & Directories and Dept. Stores




Black Friday Audience




Audience of Black Friday Websites Less affluent & creditworthy females under 45

58% 42%

Visit Share by Gender

Visit Share by Income

$

$$

$$S

$$$$

$$$$$

Visit Share by Age

Sum

mar

y o

f V

isit

ors

to

Bla

ck F

rid

ay W

ebsi

tes

4

Wee

ks e

nd

ing

No

vem

ber

27

, 20

10

Visit Share by VantageScore




Black Friday Audience Concentrated in large DMA markets & midwest states

Sum

mar

y o

f V

isit

ors

to

Bla

ck F

rid

ay W

ebsi

tes

4

Wee

ks e

nd

ing

No

vem

ber

27

, 20

10




Key Takeaways

Current online retail outlook is promising: Visits to the Retail 500 are up 10% YoY heading into the holiday season, skewing towards a affluent & creditworthy audience with spending ability.

Strong holiday kickoff in 2010: Black Friday, Thanksgiving & Cyber Monday reign as the highest days to visit retail websites, all with increased visits during last year.

Peak partnership opportunities: The highest share of visits from search, affiliates & email will take place during Black Friday, Thanksgiving & Cyber Monday – align your promotional efforts.

Gadgets, games & Uggs: Electronics like Tablets & e-readers, video game consoles & games and mobile phones dominated the hot products last year and this holiday season will see more of the same.




Thanks for joining us! Questions?

Black Friday 2011 The Online Retail Landscape

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