Black Friday & Cyber Monday 2017 Recap - UK Edition

UK Insights :

Black Friday & Cyber Monday 2017 Recap

- Apparel

- Beauty & Personal Care

- Computers & Consumer Electronics

- Dining & Nightlife

- Food & Groceries

- Hobbies & Leisure

- Home & Garden

- Internet & Telecoms

- Occasions & Gifts

- Sports & Fitness

Verticals

- 2017 : November 17 to November 27

- 2016 : November 18 to November 28 (for year-over-year calculations)

Timeframe

Key Takeaways

A Worldwide Event

Black Friday is surely becoming a

worldwide event, with an

increased amount of retail

searches and clicks compared to

last year across all EMEA

countries.

Specific Search & Click Behaviors

Searches peaked a few days

before Black Friday with people

researching products they wanted

ahead of the promotions, while

clicks heavily surged on d-day.

Dining & Nightlife Attractivity

The vertical is showing strong

year-over year growth on the

period alongside with an

increased cost-efficiency.

The Bing Network

experienced strong a

growth.

While it was already big in

the UK, international

performance indicates the

event is becoming a

global phenomenon.

Click % growth on the Bing Network YoY

46%

5%

20%31%

UK Worldwide Germany FranceSource: Microsoft internal data, Bing Network, UK November 18 – 28, 2016 and November 17 – 27, 2017

Searches spiked prior to peak click days as users began their

research and participated in early deals

Searches and clicks share (% share of grand total) by day

Nov 17 Nov 18 Nov 19 Nov 20 Nov 21 Nov 22 Nov 23

Nov 24

Nov 25 Nov 26

Nov 27

Source: Microsoft internal data, Bing Network, UK, November 17 – 27, 2017

BLACK FRIDAY CYBER MONDAY

SRPV

Clicks

Nov 17

BLACK FRIDAY CYBER MONDAY

Mobile searches increased during the weekends as shoppers

were on the go

Nov 18 Nov 19 Nov 20 Nov 21 Nov 22 Nov 23 Nov 24 Nov 25 Nov 27Nov 26


Daily searches shares according to deviceMobile

PC / Tablets

0%

2%

4%

6%

8%

12:00

AM

1:00

AM

2:00

AM

3:00

AM

4:00

AM

5:00

AM

6:00

AM

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AM

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AM

10:00

AM

11:00

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12:00

PM

1:00

PM

2:00

PM

3:00

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4:00

PM

5:00

PM

6:00

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7:00

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8:00

PM

9:00

PM

10:00

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11:00

PM

Source: Microsoft internal data, Bing Network, UK, November 24, 2017

On Black Friday, mobile clicks peaked late in the day, starting

when people got off work

Hourly click repartition (% share of total per device) during Black FridayMobile

PC / Tablets

65%

32%

8%

Dining & Nightl i fe Internet & Telecom Beauty & Personal Care

Verticals with the highest click % growth YoY

Source: Microsoft internal data, Bing Network, UK, November 18 – 28, 2016 and November 17 – 27, 2017

Bing searchers showed growing interest in Dining &

Nightlife and Internet & Telecoms

76%

27%

13%

-7%

-22%

6%

Dining & Nightl i fe Internet & Telecom Occasions & Gif ts

While click-through rates (CTR) saw strong YoY growth,

costs per click (CPC) maintained efficiency for key verticals

Source: Microsoft internal data, Bing Network, UK, November 18 – 28, 2016 and November 17 – 27, 2017

CTR

CPCCTR and CPC year-over-year % variation

Year over year, shoppers

searched more often for :

Source: Microsoft internal data, Bing Network, UK, L2 verticals, November 18 – 28, 2016 and November 17 – 27, 2017

+17%pets & animals

+43%home heating & cooling

+27%flower arrangements

Demographics of searchers

Gender Age group


Hobbies &

Leisure

Queries related to pets, like

“kittens for sale”, or “fish tanks”

toped the searches.

Video games were also of interest

for our searchers especially on the

PS4 and Nintendo Switch.

Beauty &

Personal Care

Shoppers searched mostly for

beauty bars.

Perfume and make-up were the

next most popular beauty and

personal care queries.

1

Apparel

Boots and watches were the most

popular non-brand queries.

In the jewelry category,

engagement rings were also

searched a lot.

Consumer

electronics

People were mostly interested 4k

TVs, smart TVs and the newly

released high-end smartphones.

Source: Microsoft internal data, Bing Network, UK, November 17 – 27, 2017.

Most popular terms searched during the period (1)

Home & Garden

Shoppers sought sofas, coffee

machines and tables (coffee table,

dining table) the most.

Dining & Nightlife

Food delivery queries were the most

popular for this vertical, with many

companies offering special deals and

coupons for Black Friday.

Sports & Fitness

Searchers looked for products to help

them stay fit with a neat preference for

bikes of various types (mountain bike,

road bike) and treadmills.

Source: Microsoft internal data, Bing Network, UK, November 17 – 27, 2017.

Most popular terms searched during the period (2)

Home page

visitors

Past

purchasers

Holiday deal

page visitors

Cart

abandoners

Specific product or

category pages

Highlight holiday gift

ideas and offer

discounts on first orders

Showcase the top

trending products this

holiday season

Feature product

comparison pages or

reviews

Promote limited-time

offers or free shipping

Feature “best of the

season” deals to capture

previous purchasers

Remarket to past site visitors with upcoming holiday dealsBing retail remarketing ads see a 55% increase in conversion rate

Source : Microsoft internal data, Bing Network, UK, Remarketing vs. Non-Remarketing , September 2017

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product names are or may be registered trademarks and/or trademarks in the U.S.

and/or other countries. All trademarks are the property of their respective owners.

The information herein is for informational purposes only and represents the current

view of Microsoft Corporation as of the date of this presentation.

Because Microsoft must respond to changing market conditions, it should not

be interpreted as a commitment on the part of Microsoft, and Microsoft cannot

guarantee the accuracy of any information provided after the date

of this presentation.

Microsoft MAKES NO WARRANTIES–EXPRESS, IMPLIED, OR STATUTORY–

REGARDING THE INFORMATION IN THIS PRESENTATION.

Home & Garden was the most competitive

category during the period


CPC by vertical

Dining & Nightlife had the highest CTR

during the period

CTR by vertical


Verticals by searches

Internet & Telecom had the most searches among all

verticals during the period on the Bing Network

Source: Microsoft internal data, Bing Network, UK Verticals with more than 10M SRPV, November 17 – 27, 2017

Apparel had the most clicks among all verticals

during the period on the Bing Network

Verticals by clicks

Source: Microsoft internal data, Bing Network, UK, Verticals with more than 1M clicks, November 17 – 27, 2017

Black Friday & Cyber Monday 2017 Recap - UK Edition

Marketing

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