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CJ Affiliate 2014 Holiday Analysis

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CJ Affiliate 2014 Holiday Analysis

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Don't miss the definitive report on affiliate marketing during the holiday season. This report contains powerful and actionable insights for affiliate marketers and publishers alike. Understand key sales periods, best sales days, and more as the 2014 holiday season approaches.

Don't miss the definitive report on affiliate marketing during the holiday season. This report contains powerful and actionable insights for affiliate marketers and publishers alike. Understand key sales periods, best sales days, and more as the 2014 holiday season approaches.

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CJ Affiliate 2014 Holiday Analysis

  1. 1. WHAT AFFILIATE MARKETERS NEED TO KNOW TO MAXIMIZE THEIR 2014 HOLIDAY SALES US Sales Trends and What They Mean for Holiday 2014 ® 2014, CJ, Inc. All rights reserved. PRESENTED BY CJ Affiliate by Conversant Date 10/21/14
  2. 2. TABLE OF CONTENTS Introduction 4 Holiday Trends in the Affiliate Channel Holiday 2013 Insights 06 Holiday 2013 Season Summary 07 Top Categories on Key Holiday Sales Days 08 Affiliate Sales by Day 09 Publisher Sales on Key Holiday Sales Days Strategies for Holiday 2014 11 Short Shopping Season…Again 12 Mark Your Calendars 13 Opportunities Beyond Cyber Monday 14 Strategies to Drive More Sales 15 Mobile Strategies ® 2014, 2 CJ, Inc. All rights reserved. Select Daily Sales Trends 17 Clothing/Apparel 18 Women’s 19 Men’s 20 Children’s 21 Gifts 22 Toys 23 Accessories 24 Jewelry 25 Handbags 26 Shoes 27 Computer & Electronics 28 Consumer Electronics 29 Department Stores/Malls 30 Malls 31 Home & Garden 32 Kitchen 33 Cosmetics
  3. 3. Introduction ® 2014, CJ, Inc. All rights reserved.
  4. 4. HOLIDAY TRENDS IN THE AFFILIATE CHANNEL With its comprehensive view into millions of daily transactions, CJ Affiliate provides insights on the shopping trends that affect online marketers. In this analysis, CJ presents the most popular categories for shoppers last year and the publisher sites they used to guide their shopping decisions. In addition, this analysis presents smart strategies for affiliate marketers to deploy during Holiday 2014, based on last year’s learnings. Sales from over 3,000 retailers and 65,000 publishers were analyzed to determine: • What are the key shopping days for major retail categories? • How can affiliate marketers make the most out of a short holiday season? ® 2014, 4 CJ, Inc. All rights reserved.
  5. 5. Holiday 2013 Insights ® 2014, CJ, Inc. All rights reserved.
  6. 6. HOLIDAY 2013 SEASON SUMMARY Last year was the shortest shopping season in recent memory with only 26 days between Black Friday and Christmas Day. Anxious US retailers wondered how six fewer shopping days would impact shopper behavior, particularly online shopping behavior. Would shopper begin shopping earlier? CJ Affiliate sales analysis shows that the majority of shoppers tried to make this time up in December versus starting earlier, waiting again for Black Friday to kick off their shopping. Sales began to migrate to offline sources beginning approximately 7 days before Christmas. Cyber Monday was the clear sales winner during Holiday 2013 for most retailers. Thanksgiving Day continues to grow as a major sales day, experiencing 21% growth last year. (comScore) ® 2014, 6 CJ, Inc. All rights reserved.
  7. 7. TOP CATEGORIES ON KEY HOLIDAY SALES DAYS ® 2014, CJ, Inc. All rights reserved. 7
  8. 8. AFFILIATE SALES BY DAY ® 2014, CJ, Inc. All rights reserved. 8
  9. 9. PUBLISHER SALES ON KEY HOLIDAY SALES DAYS ® 2014, CJ, Inc. All rights reserved. 9
  10. 10. Strategies for Holiday 2014 ® 2014, CJ, Inc. All rights reserved.
  11. 11. SHORT SHOPPING SEASON….AGAIN Late Thanksgiving--and five fewer shopping days--translates into a rushed time for shoppers. Holiday 2013 suggests the majority of shoppers try to make this time up in December versus starting to shop earlier. Sun Mon Tue Wed Thu Fri Sat Sun Mon Tue Wed Thu Fri Sat ® 2014, 11 CJ, Inc. All rights reserved. NOVEMBER DECEMBER
  12. 12. MARK YOUR CALENDARS The top 2014 holiday sales days as projected by CJ Affiliate ® 2014, 12 CJ, Inc. All rights reserved. Holiday 2014 Key Shopping Days November 27 (Thanksgiving Day) November 28 (Black Friday) November 30 (Cyber Sunday) December 1 (Cyber Monday) December 2 December 8 (Green Monday) December 15 December 26
  13. 13. OPPORTUNITIES BEYOND CYBER MONDAY Green Monday Ultimately, online sales will be lost to affiliate marketers unless advertisers and publishers are aggressive on key shopping days like Green Monday (December 8). Shipping deadlines for guaranteed Christmas arrival will likely make Green Monday a very popular – and safe – purchase day for shoppers. Cyber Sunday The day before Cyber Monday is emerging as a new shopping day for always-connected consumers in some categories, especially apparel and accessories shoppers. There are more potential incremental gains for advertisers on Cyber Sunday than any other day based on consumer engagement rates. ® 2014, CJ, Inc. All rights reserved. 13 Mid-December Holiday 2013 suggests a majority of shoppers try to make up for the short holiday season in mid-December versus starting to shop earlier (pre-Black Friday). Retailers should engage shoppers mid-month with helpful offers and gift ideas that motivate and help a shopper at this critical time.
  14. 14. STRATEGIES TO DRIVE MORE SALES Build Excitement Early While shoppers may not actively start shopping until Black Friday, advertisers and publishers can gain incremental holiday sales by positioning themselves in shoppers’ minds with holiday branding on their sites and in emails. Site to Store Advertisers still have the opportunity to integrate site to store if they haven’t yet done so. Also, publishers can promote Sears, Sears Outlet and Kmart site to store offers to tap the growing interest in web to store shopping. ® 2014, CJ, Inc. All rights reserved. 14 Gift Guides & Gift Cards Last-minute guides promoted during the week of December 16 could be well-received by shoppers needing help streamlining their shopping efforts. Promotions of gift cards during week of Dec 22 should pay off.
  15. 15. MOBILE STRATEGIES Last year’s mobile numbers during important holiday sales days demonstrate that m-commerce strategies are critical to engaging shoppers—26% of sales on Black Friday 2013 were transacted on either a smartphone or a tablet (Adobe Digital Index). For publishers, this year it is again important to prepare for mobile shoppers with mobile-responsive ® 2014, CJ, Inc. All rights reserved. sites. Advertisers will also need to consider the mobile experience for shoppers. Becoming a CJ mobile-certified advertiser ensures proper mobile tracking, providing mobile publishers with the confidence to promote their offers.
  16. 16. Select Daily Sales Trends ® 2014, CJ, Inc. All rights reserved.
  17. 17. CLOTHING/APPAREL ® 2014, 17 CJ, Inc. All rights reserved. Black Friday was the strongest sales day for Clothing/Apparel advertisers in Holiday 2013. Opportunity exists to push more on Cyber Monday and Green Monday.
  18. 18. WOMEN’S ® 2014, 18 CJ, Inc. All rights reserved. A very strong category during Thanksgiving Week last year. Target demographic engaged on Cyber Sunday leading into Cyber Monday sales.
  19. 19. MEN’S ® 2014, 19 CJ, Inc. All rights reserved. Men’s category experienced strong mid- December sales (week of December 9). Note the sales spikes on Christmas Day and December 26.
  20. 20. CHILDREN’S ® 2014, 20 CJ, Inc. All rights reserved. Children’s category experienced strong sales on Black Friday. Note the additional strong sales on Cyber Sunday, December 13 and Christmas Eve.
  21. 21. GIFTS ® 2014, 21 CJ, Inc. All rights reserved. Cyber Monday was top sales day for Gifts category during Holiday 2013. December 8 – 18 are strongest period.
  22. 22. TOYS ® 2014, 22 CJ, Inc. All rights reserved. Cyber Sunday and Cyber Monday were critical days for this category in Holiday 2013. December 16 appears to be last day online shoppers feel comfortable ordering.
  23. 23. ACCESSORIES ® 2014, 23 CJ, Inc. All rights reserved. Cyber Monday was key date for this category during Holiday 2013. Mid-December is also a critical period for this category.
  24. 24. JEWELRY Jewelry purchases were highest on Cyber Monday, but also robust on Cyber Sunday. Mid-December is the key period for this category, but opportunity exists in early December too. ® 2014, 24 CJ, Inc. All rights reserved.
  25. 25. HANDBAGS Black Friday 2013 was a solid day for Handbags, but the real sales strength lies in December. Note the mid-December peaks of December 13 and December 24. ® 2014, 25 CJ, Inc. All rights reserved.
  26. 26. SHOES ® 2014, 26 CJ, Inc. All rights reserved. Shoes more popular on Cyber Monday than Black Friday, possibly due to promotion strategies targeting that day. Category advertisers could likely make stronger plays on Thanksgiving Day and Green Monday.
  27. 27. COMPUTER & ELECTRONICS ® 2014, 27 CJ, Inc. All rights reserved. Daily sales ramp up during Thanksgiving Week and peak for the season on Black Friday. Shoppers remained engaged with this category throughout December.
  28. 28. CONSUMER ELECTRONICS ® 2014, 28 CJ, Inc. All rights reserved. Black Friday and Cyber Monday are equally important for this category. Note that Cyber Sunday and December 3 are strong days, as well.
  29. 29. ® 2014, 29 CJ, Inc. All rights reserved. Shoppers were engaged with this category beginning in mid-November. Cyber Monday was top sales day but also note the strength in December that tapers off as Christmas nears (then picks up again post-Christmas.) DEPARTMENT STORES/MALLS
  30. 30. MALLS ® 2014, 30 CJ, Inc. All rights reserved. Black Friday was key date for this category during Holiday 2013. Opportunity exists to tap more shoppers on Cyber Sunday and Cyber Monday.
  31. 31. HOME & GARDEN ® 2014, 31 CJ, Inc. All rights reserved. Sales in the Home & Garden category peaked on Cyber Monday. Note the sales strength on Thanksgiving Day, November 30 and December 31.
  32. 32. KITCHEN ® 2014, 32 CJ, Inc. All rights reserved. Sales in the Kitchen category peaked on Cyber Monday. Note the sales strength on Cyber Sunday and early – to mid- December overall.
  33. 33. COSMETICS ® 2014, 33 CJ, Inc. All rights reserved. Cyber Monday was the clear leader in sales during Holiday 2013. Based on other categories, opportunities exists here to grow sales in early to mid-December.
  34. 34. ROI is in our DNA CJ Affiliate by Conversant delivers unmatched insights to the world’s top brands. To learn more, visit us at www.cj.com. US Headquarters 530 East Montecito St., Santa Barbara, CA 93103 USA Tel: 800-761-1072 | www.cj.com | sales@cj.com Copyright 2014, Conversant, Inc. All rights reserved. ® 2014, CJ, Inc. All rights reserved.

Editor's Notes



  • Mid-December
    Holiday 2013 suggests majority shoppers try to make up for the short holiday season in mid-December versus starting to shop earlier (pre-Black Friday).

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