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Winter sales 2019 preview

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Criteo’s analysis of what happened last season shows just how big the opportunity is for retailers and brands during Winter Sales 2019 — and what to prepare for.

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Winter sales 2019 preview

  1. 1. 1 • Winter Sales in Europe
  2. 2. 2 • Before Winter Sales After the big holiday rush, there is a significant drop across Europe between Christmas and New Year’s Day. To activate shoppers again, France, Italy, and Spain launch sales in the first or second week after the holidays. We see a notable uptick in traffic and conversions during these sales periods. * Indexed values based on average sales and traffic in December 2017. Criteo Data. All retail, France, Germany, Italy, Spain. Overall Trend in Europe Indexed Traffic & Sales, Europe*
  3. 3. 3 • Daily Sales and Traffic • January 10, 2018 marked the start of winter sales • Compared to average in December 2017, traffic doubled and sales increased 73%. Country Focus: France Indexed Daily Traffic & Sales* * Indexed values based on average sales and traffic in December 2017. Criteo Data. All retail, France.
  4. 4. 4 • Fashion Rules Sales - Sales by Category • On the first day of the sales period: • Fashion/Luxury and Sporting Goods both saw an increase of over 141% in sales • Home Improvement saw a 64% increase • Health/Beauty experienced an increase of 60% • Sales quickly drop after the first day, maintaining an overall sales index of 136 for the first week of winter sales Country Focus: France Indexed Daily Traffic & Sales by Category* *Indexed values based on average sales and traffic in December 2017. Criteo Data. France.
  5. 5. 6 • Daily Average Order Values • The highest surge in AOV occurs at the start of the sales period on January 10 • After the first week, AOV is back to baseline levels Country Focus: France Indexed Daily Average Order Values* *Indexed values based on average order values in December 2017. Criteo Data. France.
  6. 6. 7 • Daily Sales and Traffic • The last Monday of January marks the start of winter sales • Sales don’t begin to spike until the first weekend • One final surge occurs 2 weeks later, marking the end of the sales period • Sales and traffic increased by +38% during these 2 peaks Country Focus: Germany Indexed Daily Traffic & Sales* *Indexed values based on average sales and traffic in January 2018. Criteo Data. All retail, Germany.
  7. 7. 8 • Sales by Category • Fashion/Luxury sales surge during the first weekend and last weekend of the sales period • Health/Beauty and Sporting Goods sales start to rise only at the start of the sales period before gradually dropping back to the baseline • Mass Merchants see the highest sales during the first weekend of the sales period Country Focus: Germany Indexed Daily Sales by Fashion/Luxury* Indexed Daily Sales by Health/Beauty* Indexed Daily Sales by Mass Merchant* Indexed Daily Sales by Sporting Goods* *Indexed values based on average sales and traffic in January 2018. Criteo Data. Germany.
  8. 8. 10 • Daily Sales and Traffic • January 5, 2018 marked the start of winter sales • Italy’s sales period starts strong with a 35% increase in sales versus previous week Country Focus: Italy Indexed Daily Traffic & Sales* *Indexed values based on average sales and traffic in December 2017. Criteo Data. All retail, Italy.
  9. 9. 11 • Sales by Category • Fashion/Luxury saw an increase of 74% in sales on the first day of the sales period • Health/Beauty spikes later on January 15 Country Focus: Italy Indexed Daily Sales By Category* *Indexed values based on average sales and traffic in December 2017. Criteo Data. Italy.
  10. 10. 13 • Daily Sales and Traffic • January 7, 2018 marked the start of winter sales • There was a 50% increase in sales on January 7 • After the initial surge of the sales period there is a sharp decline Country Focus: Spain Indexed Daily Traffic & Sales* *Indexed values based on average order values in December 2017. Criteo Data. All retail, Spain.

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