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Criteo 2017 Cyber Monday Update - US

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Criteo finds that the US retail sector is being revitalized through "omnishopping": shoppers are using multiple channel and devices for gift buying.

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Criteo 2017 Cyber Monday Update - US

  1. 1. Cyber Monday 2017 - US November 27, 2017
  2. 2. 222 Source: Takeaways from Cyber Monday 2017 Cyber Monday and Black Friday proved that the US retail sector is being revitalized through “omnishopping”: shoppers using multiple channels and devices for gift buying. The number of US online shoppers grew 4.8% while the number of purchasers grew 13.4%. The differential between those growth numbers indicates that shoppers had already done their “pre-shopping” and were ready to buy when the big deals of Black Friday and Cyber Monday were triggered. Cart sizes on Cyber Monday were an average of $149. Thanksgiving emerged as the new ecommerce- driven holiday. Black Thanksgiving had the highest cart sizes of the season and the highest percent of mobile commerce: 44% vs 33% on Cyber Monday. There was no difference between the average value of an item bought on a computer vs a mobile phone: $50. The conversion pattern for Cyber Monday shows that purchasing spiked at 9 AM EST, when shoppers got to work, lunch time (12 – 2 PM) and 9 PM in the hours before deals expired. The breakout gifts of the week based on the increase in what shoppers were searching for were Google Home Minis, UHDTVs, Instant Pots, Legos, PS4s, Apple Watches and Fitbits. CYBER MONDAY – USCriteo Sponsored Products data: November 1 – 27, 2017
  3. 3. 333 Source: Criteo Sponsored Products data: November 1 – 27, 2017 Cyber Monday: US Shoppers grew 4.8% YoY CYBER MONDAY – US But the biggest growth in the season came earlier in the month. We are in a post-Election year where shoppers were clearly feeling confident. Election Day 2016
  4. 4. 444 Source: Criteo Sponsored Products data: November 1 – 27, 2017 Cyber Monday: Purchasers increased 13.4% YoY CYBER MONDAY – US But purchasing increased most the first weekend of the month, and then again around the 13th, when some retailers triggered deals in advance of Black Friday. Thanksgiving is becoming a big ecommerce day. Election Day impacted sales last year. Early Black Friday sales triggered The Thanksgiving mobile commerce phenomenon Waiting for Cyber Monday deals
  5. 5. 555 Source: Criteo Sponsored Products data: November 1 – 27, 2017 Cyber Monday: Purchasing peaked from 9-10PM EST CYBER MONDAY – US Indexed to the Lowest Hour Midnight conversions Shoppers arrive at work Lunchtime plateau Dinner/ commuting dip Pre-bed buy Shoppers emerged from the holiday weekend ready to buy, and purchasing spiked as they arrived at work. There was a 9 PM EST purchasing frenzy as they rushed to buy before deals expired. Note: this data is collected on Eastern time and not normalized by time zone so 9 AM EST = 6 AM PST.
  6. 6. 666 Source: Cyber Monday cart size: on average $149; average item was $50 Criteo Sponsored Products data: November 1 – 27, 2017 CYBER MONDAY – US Cart size was slightly less than the November average of $155. Discounts were typically at their highest point of the year, and shoppers may have already purchased their “big gifts” like TVs and gaming systems.
  7. 7. 777 Source: 33% of purchasing done on a mobile phone on Cyber Monday Criteo Sponsored Products data: November 1 – 27, 2017 CYBER MONDAY – US Shoppers were at work. In contrast, Thanksgiving Day, when they were with friends and family – and likely not near a computer – they were more likely to buy on their phones. Tablet commerce is less than 10% of total.
  8. 8. 888 Source: The average unit price had little variation by device: $50 Criteo Sponsored Products data: November 27, 2017 CYBER MONDAY – US 2017 Date Device type Average Order Value Average Unit Price Units/Cart Items/Order 11/27 Computer $158 $50 3.2 2.6 11/27 Mobile $131 $50 2.6 2.3 11/27 Tablet $143 $49 2.9 2.5 Average $148 $50 3.0 2.5 Cyber Monday Cart Stats By Device Shoppers are just as likely to buy high value items on a phone as a computer but computers are for stocking up: they have 23% more units per cart than those on a mobile phone.
  9. 9. 999 Source: Criteo Sponsored Products data: November 19 – 24, 2017 - US Cyber Week – by Search Volume Shoppers typically use search on retail sites as a part of the shopping process no matter where or when they decide to purchase. They may search weeks or days before they buy, but the shopping period typically shortens as Black Friday and Cyber Monday near. • TVs were the most sought after items from 11/19 - 24. With prices dropping radically for smart TVs and UDTV, shoppers were in the midst of a massive upgrade cycle. • The PS4 unseated the earlier top ranked Nintendo Switch as a gaming device for the first time this season. • Fingerlings, the breakout toy of the season and the top ranked term overall early in November, have been unseated by the more expensive gifts like TVs, laptops and gaming systems that are typically bought on Black Friday (+ Fingerlings are sold out). • Gifters may be using gift shopping time as an excuse to get what they want: boots are the hot apparel/accessories. • Home cooks may be getting an Instant Pot or an air fryer this holiday. CYBER MONDAY – US
  10. 10. 101010 Source: Criteo Sponsored Products data: November 1 – 24, 2017 Breakout Gifts of Cyber Week • In a world of Amazon Alexa devices, the Google Home Mini: a $29 Bluetooth speaker/virtual assistant was the term with the greatest increase in rank during Black Friday week. • Wearable electronics: Fitbits and Apple Watches were increasingly sought after. • There were two breakout small appliances: the Instant Pot, a new wave pressure cooker, and the air fryer, a healthier alternative to deep fat models. • While interest in tablets overall has waned, the iPad has successfully maintained its edge. • Under Armour was the breakout apparel & accessories brand for holiday gifting and Ugg may be keeping feet warm. CYBER MONDAY – US
  11. 11. 111111 Source: Criteo Sponsored Products data: July 1 – November 24, 2017 Top Gifts of Holiday 2017 Here are the breakout gifts based on their increase in retail search volume since July. 1. Fingerlings 2. LOL Surprise 3. Hatchimals 4. Legos 1. Christmas pajamas 2. Adult onesies 3. Michael Kors handbags 1. Nintendo Switch 2. PS4 3. Xbox One 1. Fitbit 2. Instant Pot 3. Apple Watch 4. Smart TV 5. UHDTV/4K CYBER MONDAY – US
  12. 12. 12 About the Criteo Retail Data » US • Shoppers: Unique users seen on our network in a given time period • Purchasers: Unique users that complete a transaction on our network • AOV: Average order value of a completed transaction • Data represents billions of product searches and millions of completed transactions on retail sites. • Data is compiled from retailers in the Criteo Sponsored Products network, which in the US includes retailers such as: Walmart, Target, Best Buy, Toy’s R Us, Kohl’s, Costco, Kmart, Wayfair and Macy’s. • Sponsored Products are ads for specific items that appear relevant to the shopper and to what they are shopping for. Brands buy the ads to increase awareness and drive sales of their goods wherever they may appear on these retail sites. They buy on a CPC (cost per click) model and bid on keyword terms like for paid search placements. • Criteo has access to actual shopper data so that the company can calculate which sales result from an ad impression run on the retail network. The data is all non personally identifiable and used in aggregate.
  13. 13. 131313 About Criteo Criteo (NASDAQ: CRTO), the leader in commerce marketing, is building the highest performing and open commerce marketing ecosystem to drive profits and sales for retailers and brands. More than 2,700 Criteo team members partner with 17,000 customers and thousands of publishers across the globe to deliver performance at scale by connecting shoppers to the things they need and love. Designed for commerce, Criteo’s Commerce Marketing Ecosystem sees over $550 billion in annual commerce sales data. For more information, please visit www.criteo.com. For information on commerce marketing and updates on Holiday 2017 throughout the season go to: Criteo.com/insights

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