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.

1. 1 •
Winter Sales in
Europe

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 •
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 •
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. 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. 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. 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. 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. 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. 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.