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Criteo US Black Friday Report 2017


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Criteo's US Black Friday 2017 report. Black Friday 2017 was likely the biggest day in US ecommerce history, with number of US Shoppers growing 3.5% YoY.

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Criteo US Black Friday Report 2017

  1. 1. Black Friday 2017 – US November 24, 2017
  2. 2. 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. 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. 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. 5. 555 Source: Black Friday average cart sizes were $168 Criteo Sponsored Products data, November 1 – 24, 2017 BLACK FRIDAY - US
  6. 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. 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. 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
  9. 9. 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.
  10. 10. 101010 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 For information on commerce marketing and updates on Holiday 2017 throughout the season go to: