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Retail: UK Halloween 2016

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Read about the latest UK Halloween Retail trends we have seen (Sept – Nov, 2015), and how these tips can assist with the planning of your Retail Halloween ad campaigns. Find key insights on consumer behaviour around this seasonal event from who’s shopping, when shopping peaks occur, what costumes and partywares are being purchased, and what devices they’re shopping on.

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Retail: UK Halloween 2016

  1. 1. Halloween UK Bing Network 2016
  2. 2. Agenda: • What’s happening on Halloween? • Devices: What are we seeing on Mobile? • KPIs: What are the expected CPCs & CTRs • Audience: Age and Gender splits • Audience: UK Location insights • Top trending costume themes • Top keywords: by sub-categories • Negative keywords to consider • Top tips for advertisers
  3. 3. Methodology Methodology • The UK Bing Network (Bing & Yahoo sites) • Top 8,870 Retail search queries based on volume • Analysis period: Sept – Nov 2015 (inclusive) Objectives • Identify Retail related Halloween shopping trends • What does the Bing searcher look like? • What are their behaviours? • Advertiser opportunities
  4. 4. *UK Bing and Yahoo sites, all devices, 6 rollingSaturdays inlead up to Halloween: 03 Oct – 07 Nov, 2015 Halloween searches gain momentum in early October but really take off mid-month • Be prepared: Halloween shoppers get serious about costumes & party planning from the week commencing 17th October • Halloween query volumes increase 1.2x the week before, and increases again 2.3x 48hrs before the day itself • On the day of Halloween volumes hit max peak of 3.6x as last minute shoppers snap up bargains and treats Halloween Retail searches start to ramp from mid-October Retail search queries related to Halloween indexed to the average daily volume* In 2016 Halloween falls on Monday 31st October 0% 50% 100% 150% 200% 250% 300% 350% 400% Peak Period 7 – 8 days before
  5. 5. 37% 49% 14% Mobile PC Tablet Retail search queries related to Halloween, queries Vs clicks by device, UK Bing and Yahoo sites, October, 2015 Halloween drives Retail Mobile Device Volume & Clicks during Oct Halloween Retail searches on mobile devices* make up 51% of all volume, and 47% of all clicks Volume Clicks * A mobile device is defined as a small portable internet enabled smartphone and/or tablet 24% 53% 23%
  6. 6. All devices play an important part in the three days leading up to Halloween: • PC takes the early lead on both the 29th & 30th October prior to Halloween, searches peak 1.7 – 2x higher between 8am – 4pm • Tablets dominate the day before Halloween; with volumes peaking 2.3x in the evenings (6 – 8pm) • Mobile is the #1 device of choice for the duration of the 31st (Halloween) with volumes peaking 2.8x higher between 2 – 4pm Retail Halloween searches peak on the day across all devices Retail search queries related to Halloween indexed to the average hourly volume UK Bing and Yahoo sites, 29 – 31 October, 2015 0% 50% 100% 150% 200% 250% 300% 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 29/10/2015 30/10/2015 31/10/2015 Mobile Indexed Volume PC Indexed Volume Tablet Indexed Volume 1.7x 1.8x 2x 2.3x 2.7x 2.8x 2.1x
  7. 7. Internal Source: Device share of Halloween Retail search volume, UK Bing and Yahoo sites, Oct-2015 * A mobile device is defined as a small portable internet enabled smartphone and/or tablet • PC is still the #1 device of choice for many Halloween shoppers on Bing with search volumes avg. 51%, whilst Mobile devices* account on avg. 49% of all searches • Costumes & Props is the category that sees the largest Mobile share, whereas Games remains firmly with PC 43% 40% 39% 36% 35% 34% 31% 26% 42% 49% 51% 46% 50% 53% 53% 61% 15% 11% 10% 18% 15% 13% 17% 13% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Costumes & Props Films & TV Reference Food & Drink Crafts & Makes Décor & Partywares Music Games Mobile PC Tablet Which Halloween categories have the highest mobile device share?
  8. 8. Avg. CPC & CTRs across device types vary considerably over Halloween • Halloween related CPCs & CTRs vary by device; Tablet is the standout device with low avg. CPCs of £0.10 and CTR of 16% • Costumes & Props is by far the most popular and dominant category during Halloween, with an average CTR of 13% and a CPC of £0.10 * CTRs and CPCs based on ads and clicks in the mainline above the organic search result, UK Bing and Yahoo sites, Oct-2015 £0.09 £0.12 £0.10 0% 2% 4% 6% 8% 10% 12% 14% 16% 18% Mobile PC Tablet CPC V CTR: Generic Halloween, by Device CTR CPC £0.10 £0.15 £0.15 £0.08 £0.05 £0.13 £0.05 £0.10 0% 2% 4% 6% 8% 10% 12% 14% 16% Costumes & Props Crafts & Makes Décor & Partywares Films & TV Food & Drink Games Music Reference CPC Vs CTR: Halloween Categories, All Devices
  9. 9. • 78% of UK Retail searches related to Halloween are made by young people and adults under 50 years old on the Bing Network • Females account for 71% of all searches made in the 31 days leading up to Halloween on the Bing Network Halloween searches driven by Generation X & Millennial Females * Retail search queries related to Halloween, by age group & gender, UK Bing and Yahoo sites, Oct-2015 23% 21% 34% 19% 3% <24 25-34 35-49 50-64 65+ 71% 29% Female Male
  10. 10. Spooky Central: locate your Halloween audience across the UK Retail search queries related to Halloween, by country & district area* Locations Volume of Searches England 89% Scotland 6% Wales 3% Northern Ireland 2% * UK Bing and Yahoo sites, Oct-2015 England 1. London 2. Birmingham 3. Sheffield 4. Manchester 5. Berkshire Scotland 1. Glasgow 2. Edinburgh 3. Aberdeen 4. Aberdeenshire 5. Fife Wales 1. Cardiff 2. Swansea 3. Rhondda 4. Newport 5. Gwynedd N. Ireland 1. Belfast 2. Antrim Borough 3. Derry City 4. Craigavon Borough 5. Newry & Mourne
  11. 11. Ready to scare: UK top 10 most searched for Halloween Costume Themes Retail search queries related to Halloween fancy dress costumes ranked by volume* Costume Themes Volume of Searches #1: Animals (Bats, Cats, Spiders) 14% #2: Dracula / Vampire 9% #3: Zombies 8% #4: Ghosts 8% #5: Witch / Witches 8% #6: Creepy / Scary 6% #7: Decades (50s, 60s, 70s, 80s) 5% #8: Sexy / Burlesque 4% #9: Clowns 4% #10: Couples / Duos 4% All other costumes 31% * UK Bing and Yahoo sites, Oct-2015
  12. 12. Food & DrinkHalloween 1. Halloween 2. Pumpkin carving patterns 3. Pumpkin carving 4. Halloween 2015 5. Pumpkin carving ideas 6. Halloween games 7. Halloween pictures 8. Halloween ideas 9. Happy Halloween 10. When Halloween 11. Halloween pumpkins 12. Halloween songs 13. Halloween party games 14. Trick treat 15. Halloween games kids 1. Halloween costume(s) 2. Halloween costume ideas 3. Halloween makeup 4. Fancy dress 5. Fancy dress costumes 6. Halloween makeup ideas 7. Vampire makeup 8. Kids Halloween costumes 9. Halloween outfits 10. Halloween costumes UK 11. Halloween costumes kids 12. Halloween fancy dress 13. Halloween costumes women 14. Halloween contact lenses 15. Adult Halloween costumes 1. Halloween cake(s) 2. Halloween cupcake(s) 3. Halloween food 4. Halloween food ideas 5. Halloween recipe(s) 6. Halloween party food 7. Halloween cocktails 8. Halloween cake ideas 9. Halloween biscuits 10. Halloween treats 11. Halloween cupcake ideas 12. Halloween baking 13. Halloween party food ideas 14. Halloween cookies 15. Halloween sweets Costumes & Props Partyware & decor 1. Halloween decoration(s) 2. Halloween party idea(s) 3. Halloween party 4. Halloween background(s) 5. Halloween decoration ideas 6. Halloween decorations make 7. DIY Halloween decorations 8. Halloween poster(s) 9. Halloween decorating ideas 10. Make Halloween decorations 11. Halloween shop 12. Halloween invitation(s) 13. Halloween parties 14. Halloween lights 15. Halloween cards Top 15 generic Halloween keywords (by category) * Top 15 Retail search queries related to Halloween, all devices & demographics, UK Bing and Yahoo sites, Oct-15
  13. 13. Skeleton(s)Ghost(s) • ghost perfume / fragrance • ghost adventures • ghost rider • ghost shell • ghost chair(s) • ghost dress / dresses • ghost town • ghost train • ghost ship • brooks ghost • ghost musical • ghost band • Ella Henderson ghost • ghost world • holy ghost • cod ghost • ghost lyric(s) • ghost meliora • ghost serenity • jo ghost • pumpkin patch • pumpkin seed(s) • pumpkin spice • pumpkin seed oil • pumpkin puree • canned pumpkin • Libby pumpkin • growing pumpkins • grow pumpkins • pumpkin plant(s) • Thanksgiving pumpkin(s) • skeleton watch(es) • axial skeleton • exoskeleton • Minecraft skeleton(s) • dinosaur skeleton • appendicular skeleton • anatomical skeleton • dog skeleton(s) • medical skeleton(s) • animal skeleton(s) • anatomy skeleton(s) • skeleton labels • real skeleton • skeleton army • diagram human skeleton • parts skeleton • skeleton bone name(s) • skeleton bob • skeleton Olympics Pumpkin(s) Trick or Treat 1. magic trick(s) 2. treatment 3. new tricks 4. hattrick 5. card tricks 6. rabbit treats 7. trick questions 8. cheap trick 9. treated timber 10. treat thinning hair 11. dog treat(s) 12. treat ingrown hair 13. guinea pig treats 14. hat trick 15. tips tricks 16. treat ticket Belfast 17. treat burn 18. puppy training treats 19. mind tricks 20. Treats magazine Halloween negative keywords to consider
  14. 14. Halloween Seasonal Actions: 1. Confirm there’s enough budget so Halloween campaigns run a treat throughout October 2. Scare up mobile users, especially those showing Halloween / Retail intent 3. Review bid modifiers (age, gender, device, time & location) to capture the attention of primed Halloween shoppers 4. Review and adjust negative keywords to drive relevant traffic and improve CTR 5. Up your visual appeal: opt into Bing Shopping Campaigns, Image, and Sitelink Extensions

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