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Black Friday 2017 – US
November 24, 2017

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222 Source:
US Black Friday 2017 Takeaways
Black Friday 2017 was likely the biggest day in US ecommerce history:
The number of shoppers increased 3.5%
year over year while the number of
purchasers increased 12.5%.
The relatively higher increase in
purchasers compared to shoppers
indicates that people had already shopped
around for goods and were ready to buy.
Black Friday doesn’t show the gains it
might have in past years as retailers
triggered deals earlier in the month. Days
in the first week of November showed
growth rates of 50+%.
We now have Black Thanksgiving: the
number of purchasers on “turkey day”
increased 26% and Thanksgiving had
higher cart values: $180 vs $168.
40% of transactions were completed
on mobile phones on Black Friday, a
significant shift from last year, when only
29% were.
Fingerlings have been unseated by the
PS4 as the most sought after toy of Black
Friday week.
Criteo Sponsored Products data, November 1 - 24, 2017 BLACK FRIDAY - US
TVs, laptops and gaming systems were
the most desired gifts of Black Friday.

3.
333 Source: Criteo Sponsored Products data, November 1 – 24, 2017
Black Friday: The number of US Shoppers grew 3.5% YoY
BLACK FRIDAY - US

4.
444 Source: Criteo Sponsored Products data, November 1 – 24, 2017
Black Friday: The number of US Purchasers increased 12.5%
BLACK FRIDAY - US

5.
555 Source:
Black Friday average cart sizes were $168
Criteo Sponsored Products data, November 1 – 24, 2017 BLACK FRIDAY - US

6.
666 Source:
40% of purchases done on a mobile phone on Black Friday
Criteo Sponsored Products data, November 1 – 24, 2017: BLACK FRIDAY - US

7.
777 Source: Criteo Sponsored Products data, November 19 – 24, 2017
Black Friday Breakout Gifts
• 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 tablet sales overall have slowed, the
iPad has successfully maintained its edge.
• Under Armour was the breakout apparel &
accessories brand for holiday gifting.
BLACK FRIDAY - US

8.
888 Source: Criteo Sponsored Products data: November 1 – 24, 2017 - US
Black Friday Top Gifts – by Search Volume
• TVs were the top searched items during Black
Friday week. 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, breakout toy of the season and
the top ranked term overall early in November,
have been unseated by the more expensive
gifts like TVs and gaming systems that are
typically bought on Black Friday.
• Home cooks may be getting an Instant Pot or
an air fryer this holiday.
BLACK FRIDAY - US

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9
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.

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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/enlightened-holiday