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![Google Confidential and Proprietary
Shopping starts early and ends late
4
Had already started
holiday shopping.
44%
Had yet to start
holiday shopping.
14%
As of August, 30, 2009… As of December 20, 2009…
Source: Google/OTX Consumer Pulse Check, 8/09-12/09. Base: Those who plan to shop/research or purchase this holiday season (Nearly 9 out of 10
plan to shop/research or purchase.) [1] Have you started your 2009 Holiday shopping/researching? [2] Have you started your 2009 Holiday purchasing?
Please think of any gifts that you may shop for or purchase during the Holiday Season, as well as those you may shop for or purchase after the holidays.
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Think Holiday Webinar 8.24.10
Holiday shopping starts earlier each year and ends later into December. Coupon searches increase substantially during holiday months as shoppers look for deals. Key shopping dates like Black Friday and Cyber Monday saw large search volume increases in 2009. Hot products for 2010 include 3D TVs, tablets, eReaders and new electronics. Shoppers are increasingly using mobile devices to research and purchase items. Private sale sites and group buying sites are growing rapidly. Marketers should start promotions early, offer deals and coupons, integrate across channels like search and social media, and focus on proven channels like search engines.
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- 1. State of OnlineShopping 2010 Sara Kleinberg, Google’s Group Product Marketing Manager: Retail & Tech
- 2. Google Confidential andProprietary 2 1 What we learned from Holiday 2009 2 What’s the same? 3 What’s new? 4 Recommendations for Holiday 2010 Content
- 3. Google Confidential andProprietary 33 1. Shopping starts early and ends late 2. Coupons still reign 3. Holiday search volume is rising Holiday 2009
- 4. Google Confidential andProprietary Shopping starts early and ends late 4 Had already started holiday shopping. 44% Had yet to start holiday shopping. 14% As of August, 30, 2009… As of December 20, 2009… Source: Google/OTX Consumer Pulse Check, 8/09-12/09. Base: Those who plan to shop/research or purchase this holiday season (Nearly 9 out of 10 plan to shop/research or purchase.) [1] Have you started your 2009 Holiday shopping/researching? [2] Have you started your 2009 Holiday purchasing? Please think of any gifts that you may shop for or purchase during the Holiday Season, as well as those you may shop for or purchase after the holidays. .
- 5. Google Confidential andProprietary Coupons still reign 5 Average Monthly Coupon Searches on Google: coupons bed bath and beyond coupons best buy coupons victoria’s secret coupons lowes coupon jcpenney coupons dominos coupons pizza hut coupons enterprise rental car coupons home depot coupons printable coupons macy’s coupons target coupons kohls coupons michaels coupon Non-Holiday Months coupons bed bath and beyond coupons best buy coupons victoria’s secret coupons lowes coupon jcpenney coupons dominos coupons pizza hut coupons enterprise rental car coupons home depot coupons printable coupons macy’s coupons target coupons kohls coupons michaels coupon old 38% Holiday Months Source: Google Internal. Average monthly search volume on top 100 coupon-related terms on Google for February through September 2009 compared against the average monthly for October through January.
- 6. Google Confidential andProprietary Holiday search volume is rising 6 “Black Friday” “Cyber Monday” +20% Searches for ‘black friday’ increased 20% last holiday season. Searches for ‘cyber monday’ increased 60% last holiday season. +60% Searches on key dates increased substantially in 2009. Source: Google Insights for Search, 2009; comScore Press Release, 12/09. Data from google.com/insights/search
- 7. Google Confidential andProprietary 77 1. Shoppers like hot products 2. Holiday is in full swing 3. Key shopping dates What’s the same?
- 8. Google Confidential andProprietary 8 Source: Google/OTX State of Shopping research, May 2010. Q: What is one item that you are most excited about shopping for this year? Consumers want electronics, apparel & travel
- 9. Google Confidential andProprietary 9 Products to watch: 3D TVs 300% growth in 3D TV searches since the beginning of 2010. Source: Google Internal data. Search volume reflects weekly averages from January 2010-July 2010.
- 10. Google Confidential andProprietary 10 Products to watch: Tablets & eReaders An estimated 11 million tablet PCs and 10 million eReaders will ship this year worldwide. Source: ABI research (July 2010) and Digitimes research (March 2010).
- 11. Google Confidential andProprietary 11 Rising product searches: Retail Apparel, Clothing Labels & T-Shirts Silly bandz Mens wallets sandals Flip flops crocs Golf shoes Summer dresses swimsuits Bathing suits shorts Toys & Video Games Super soaker hammock Water table sandbox Ben 10 Hammock stand Toys r us Harry potter lego kites Little tikes Gems & Jewelry & Watches Mothers rings Mood rings Tiffany engagement rings Chrome hearts Turquoise ring Platinum engagement rings Swarovski crystals Indian jewelry Mario galaxy 2 Mario galaxy Opal rings Sapphire engagement rings Michael kors watch Ceramic watch Halter dress Free weezy shirt Source: Google insights, rising product searches Apr – Jul 2010. Apparel, Clothing Labels, T-Shirts, Toys, Video Games, Gems & Jewelry, Watches categories. Data from google.com/insights/search
- 12. Google Confidential andProprietary 12 Consumer Electronics & Accessories lcd tv 1080p home projector ipad blu ray player 3d tv klipsch image s4 flip ipod touch kindle reader bose sounddock portable Computers & Accessories dell streak sony tx5 toshiba nb305 sony vaio notebook sony vaio z hp tablet lenovo tablet hp dv2000 macbook pro sleeve dell mini 10 Mobile Phones & Accessories iphone 4 htc evo 4g samsung vibrant htv incredible htc aria nokia nuron motorola i1 iphone 4 cases macbook pro dell latitude nokia 5230 samsung galaxy htc droid nokia x6 nook outdoor speakers Source: Google insights, rising product searches Apr – Jul 2010. Consumer electronics, laptops and mobile phones. Rising product searches: Tech Data from google.com/insights/search
- 13. Google Confidential andProprietary 13 By the end of summer, 1 in 3 consumers will have started shopping Start of holiday shopping/research Already Started by May June- August Sept Oct Nov Dec Xmas/ Holiday Season Source: Google/OTX State of Shopping research, May 2010. Q: When do you plan to start your 2010 Holiday shopping/researching? 21% 14% 12% 18% 21% 9% 5% 35%
- 14. Google Confidential andProprietary 14 Holiday 2009 Key E-Commerce Days ($ Millions), % Growth (YoY) Mon Tue Wed Thu Fri Sat Sun Nov 23 24 25 26 27 28 29 30 Dec 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 Thanksgiving $318, +10% Black Friday $595, +11% Cyber Monday $887, +5% Thanksgiving Weekend $805, +5% $886 $797 $828 $852 Green Monday $854, -1% Green Tuesday $913, +21% $874 Free Shipping Day $809, +6% $803 Weekend Before Christmas $767, +13% 2009 Online Holiday Sales Source: comScore Press Release, 2009.
- 15. Google Confidential andProprietary 1515 1. Thrill of the hunt 2. Rise of the personal shopper 3. We’ve made new friends What’s new?
- 16. Google Confidential andProprietary 16 Thrill of the hunt Private Sales Sites Group Buying Sites +2x site visits YoY $900M in 2010 revenue +72x site visits YoY $350M in 2010 revenue Source: Assorted company press releases, Google/Compete State of Shopping, May 2010 and Hitwise Blog, April 23, 2010. Note: Group buying site estimated revenue includes Groupon, Woot, Living Social and Tippr. .
- 17. Google Confidential andProprietary 1717 Rise of the “personal” shopper Source: Compete, “Understanding Smart Phone Owners,” June 14, 2010 Use a mobile device to . . . Mobile Shoppers Compare prices/ products 22% Look up product information 21% Browse for products 19% Check product availability 13% Look for a coupon 13% Purchase a product 13%
- 18. Google Confidential andProprietary one or two 18% 18 zero 55% three or four 11% five to nine 10% ten or more 6% Average number of brands US users are fans of on Facebook Friends: Half become pals Source: Chadwick Martin Bailey and iModerate Reach Technologies as cited in press release, March 10, 2010. Ages 18+. . .
- 19. Google Confidential andProprietary 1 19 Friends with benefits To receive discounts and promotions 25% 110% It’s fun & entertaining Why I became a “fan” of a brand on Facebook: 18% 18% To show others I support the brand To hear new info first Source: Chadwick Martin Bailey and iModerate Research Technologies as cited in press release, noted in eMarketer, March 10, 2010. Ages 18+. Note: Respondents are fans of at least one brand. .
- 20. Google Confidential andProprietary 20 Friends are engaging % of new brand followers to visit brand site +34% +24% Pre- Friending Post- Friending Pre- Friending Post- Friending Source: Google/Compete State of Shopping, May 2010.
- 21. Google Confidential andProprietary 21 Friends: Mere acquaintances 57% Start with a search engine 20% View a brand’s site 18% Research at a retailer 3% Use social network sites 2% Pose a question on Twitter Sources used to begin a product search Source: PowerReviews and the e-tailing group, “2010 Social Shopping Study,” provided to eMarketer, May 3, 2010.
- 22. Google Confidential andProprietary 22 Search: stocking stuffer % of all shopping conversions indexed to % of total site traffic Social Media Source: Google/Compete State of Shopping, May 2010. Search Social Media
- 23. Google Confidential andProprietary 2323 1. Game on! Start early, end late 2. Incentivize shoppers with promotions 3. Integrate marketing channels Recommendations
- 24. Google Confidential andProprietary 123 Daysdays until Game on! Start early, end late 24
- 25. Google Confidential andProprietary 2525 Promote sales, coupons & free shipping Offers/Promotions that are Effective in Encouraging Purchase Source: Google/OTX State of Shopping, May 2010. Q: Which of the following offers or promotions would persuade you or help make up your mind to purchase a product when shopping? Select all that apply.
- 26. Google Confidential andProprietary 26 Provide value options
- 27. Google Confidential andProprietary 27 Coordinate Search with catalog drops June 2010 Catalog +55% in online orders
- 28. Google Confidential andProprietary Integrate across channels
- 29. Google Confidential andProprietary Feed what works 29 Search campaigns drive to twitter pages… … user tweets reveal trends & inform future search campaigns.
- 30. Google Confidential andProprietary 30 Marketing Recommendations for Holiday 2010 1 Start early, end late Holiday starts now. Capture procrastinators. Target key dates. 2 Offer value Consumers are trained. Do what’s expected. 3 Make it fun! Squelch lingering economic concerns. Play to suspense. Make it social. 4 Integrate marketing channels Use Search to boost other promotions. Pay attention and be nimble. 5 Focus on proven channels Shopping starts and ends with Search.
- 31. Google Confidential andProprietary 3131 Thank You googleretail.blogspot.com