What's the deal with Mega Monday? - December 2012


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At the peak of the busiest online shopping day of the year so far, Affiliate Window’s publishers were generating 432 sales per minute for our 1,600 advertisers.

We spent a long while trying to get our heads around the correct term for the first Monday in December. We found articles dubbing it both ‘Cyber Monday’ (also sometimes the name given to the previous Monday) and ‘Mega Monday’ (however one member of the strategy team received a Mega Monday deal email from an advertiser yesterday, the second Monday in December) so the whole thing seems rather confused, perhaps highlighting just how new the whole concept is.

However, if you read Matt Swan’s article published on the A4U forum yesterday you’ll have seen that we settled on the term ‘Mega Monday’ to describe Monday 3rd December, the UK’s busiest online shopping day of the year. We were so happy with the mobile infographic published back in July that we’ve decided to make another one to bring you all of the key stats from Mega Monday across Affiliate Window in the form of a suitably festive visual.

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What's the deal with Mega Monday? - December 2012

  1. 1. BROUGHT TO YOU BY AFFILIATE WINDOW WHAT’S THE DEAL WITH “MEGA MONDAY”? Where did it all begin? Black Friday , a US term to describe the first Friday after Thanksgiving It started with and originally the biggest online shopping day of the year in the US. Cyber Monday is the first Monday after These terms originated in the US, but are now gaining much more popularity in the UK Thanksgiving which has surpassed Black Friday as the biggest online shopping day in the US. Both have crossed the pond to the UK but it’s actually the following Monday we have our eye on! $ So what is “Mega Monday”? Whether you referred to the 3rd of December 2012 as Cyber Monday*, Mega Monday** or Manic Monday*** the fact remains that it was the biggest online shopping day of the year for the UK so far. Black Friday: Consumers spent £8.7M through Affiliate Window publishers Cyber Monday: Consumers spent This infographic shows a snapshot of activity across Affiliate Window advertisers and publishers on the biggest online shopping day of the year! £8.2M through Affiliate Window publishers Mega Monday: Consumers spent £10.7M through Affiliate Window publishers *The Guardian **The Daily Mail, BBC News & The Telegraph ***The Bangles Now, how big are we talking? British internet users made a massive 112 million visits to retail websites on Mega Monday!* That’s roughly 1,712 years, about the same time it took to build The Great Wall of China This set a new record for the most time spent shopping online in a single day, with 15 million hours spent on retail sites. (Though certainly not as hard work!) *Experian.co.uk MEGA MONDAY IS GROWING 52% 37% 2011 2012 2011 2012 2011 2012 2011 2012 2011 2012 Over the last few years sales on Black Friday, Cyber Monday and Mega Monday have grown significantly. 57% 20% 48% Monday* Friday* Black Friday Cyber Monday Mega Monday * Monday and Friday before Black Friday Most transactions (almost 17,000) occurred between the hours of 9 and 10pm When does it Peak? 45k Between 7am - 12pm, as 40k people start to wake up 35k and arrive at work, the Z 30k activity increases 25k 20k From 2-7am, most people in 15k the UK are asleep, so sales are lower at these times. 10k 5k 0 0 1 2 3 4 5 6 7 8 9 10 11 Transactions per day hour ZZ After typical work hours finish at 5pm, there is a consistent rise in sales leading up to a peak at 9pm There is a peak between 12pm and 1pm as people shop online during their lunch break 12 13 14 15 16 17 18 19 20 21 22 23 nday 2012 Hours of the day on Mega Mo Where do we spend? 9;24pm : Mega Monday’s mega minute where 432 transactions happened in just 60 seconds. This year, it was online department stores that saw the most sales. They also saw a 50% increase in transactions on Mega Monday compared to Cyber Monday whilst other advertiser sectors remained fairly constant week on week. 21% Department Stores 17% Entertainment Retail 25% 11% 5 4 16% Fashion Retail Other Retail Health & Electrical Retail Beauty Percentage of sale split on Mega Monday Other Sales vs. Affiliate Type The biggest week on week jumps in sales and revenue generated on Mega Monday came from Cashback and Discount Code publishers as they target vast user bases of loyal consumers with exclusive discounts and offers. Year on year the largest increase came from editorial content publishers. 2011 2011 2011 2011 2012 2012 2012 2011 83% 2012 2012 Cashback 68% 20% 5% 59% Editorial Content Discount Code Loyalty Percentage increase of transactions by main publisher types Comparison Engine Shopping on the go Over recent years, mobile and tablet devices have become increasingly more popular for internet shopping. 5% 86% 9% Smartphones From our stats, most people still prefer using desktop computers! It seems old habits die hard! Tablets Computers & Laptops Show me the money! The average order value changes throughout Black Friday, Cyber Monday and Mega Monday. The amount is a lot lower on Mega Monday as advertisers employ heavy discounts across their products - Bargain! £59 £62 £73 Mega Monday Cyber Monday Black Friday That’s a wrap... for now We hope you enjoyed this infographic and it has provided you with some insight into the Biggest UK Online Shopping day of the year - Mega Monday. Some are predicting later days in December to be the biggest of the year, as next day delivery becomes standard practice online and the use of mobile devices to shop from anywhere becomes more widespread. We'll let you know what we see! Merry Christmas from Affiliate Window @AffWin / @Awin_Strategy www.affiliatewindow.com blog.affiliatewindow.com