Holiday 2015 Recap: 5 Key Themes - CarCare.org · Source: Google Internal Data, 2015 51% searches...

Holiday 2015 Recap: 5 Key Themes

Proprietary + Confidential Proprietary + Confidential

2015 Holiday Trends

1.  ecommerce Drove Sales Growth This Holiday Season

2.  Cyber Monday Momentum Carried Throughout the Week

3.  Even as Retailers Upped Their Digital Game, Amazon Continued Massive Growth

4.  Mobile Propelled Sales Directly and Indirectly 5.  An Extended Holiday Season


Sunday Monday Tuesday Wednesday Thursday Friday Saturday

Nov 22 23 24 25 26

Thanksgiving

27 #3 In-Store Sales

Day Black Friday

28

29 30 #3 Online Sales

Day Cyber Monday

Dec 1 #1 Online Sales

Day

2 #2 Online Sales

Day

3 #5 Online Sales

Day

4 5

6 7 8 9 10 11 12 #4 In-Store Sales

Day

13 14

Green Monday

15 #4 Online Sales

Day

16 17 18 #5 In-Store Sales

Day “Free Shipping” Day

19 #1 In-Store Sales

Day Super Saturday

20 21 22 23 #2 In-Store Sales

Day

24

Christmas Eve

25

Christmas Day

26

Cyber Week Topped Online Sales, While In-Store Shopping Peaked Closer to Christmas


1. eCommerce drove sales growth

This holiday season

Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem

Proprietary + Confidential

Source: Season sales from comScore via Internet Retailer Day-specific data from Adobe Digital Index, in-store from ShopperTrak

+13% growth in

e-commerce sales Nov. to Dec. 2015 vs. same period 2014

+25% on Thanksgiving vs. -10.4% in-store

+14% on Black Friday vs. -10% in-store

+16% on Cyber Monday

online soared on marquee days



Source: Google Internal Data, 2015

51%

searches for Thanksgiving, Black Friday and Cyber

Monday “deals” increased

over the 2015 five day holiday weekend

vs. same period 2014

2014

2015

search volume on google.com for holiday deals


2. Cyber Monday momentum

Carried throughout the week


Sunday Monday Tuesday Wednesday Thursday Friday Saturday

Nov 22 23 24 25 26 Thanksgiving

27 Black Friday -10.4% YoY

28

29 30 Cyber

Monday +21% YoY

Dec 1 2 3 4 5

Biggest online shopping day in US History and first day to break $3 Billion


23 days Average time between first brand

interaction and purchase before the holidays

(November)

13 days Average time between first brand

interaction and purchase during the holidays

(December)


3. Even as retailers upped their digital game, Amazon

Continued massive growth

Proprietary + Confidential Proprietary + Confidential Share of Online Sales (Nov/Dec 2015)

42.7%

24.9% (combined)

Best

Buy

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Wal

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Gro

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Appl

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Mac

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Kohl

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2X The growth of

Walmart’s online traffic

+3M Prime subscribers the week

before Christmas alone

40% YoY Sponsored Clicks

growth


4. Mobile propelled sales directly and indirectly


30.4% Of all online holiday sales were mobile (vs. 25.9% in 2014)

Proprietary + Confidential Proprietary + Confidential Share of mobile, tablet, and desktop web sales (BF/CM 2015)

63.9% Desktop 72.4%

Desktop

+75% VS. 2014

Black Friday Cyber Monday

15.5% Tablets 12.4%

Tablets

15.2% Smartphones

20.6% Smartphones +70%

VS. 2014

Which categories had the largest mobile growth? •  Home (104%) •  Beauty (103%) •  Auto (102%)



Source: Ipsos/Google, Post Holiday Shopping Intentions Study, 2015

52% of shoppers use their smartphone

to shop before shopping at a brick & mortar store

82% of smartphone users

consult their phone while shopping in-store



Source: Google Internal Data, Nov 2014–Oct 2015

deal searches on mobile were up

between Thanksgiving and Cyber Monday 2015

vs. same period 2014

94%

“Black Friday Deals 2015” Search 11/23

“Cyber Monday phone deals” Search 11/30



Source: Google Internal Data, Nov 2014–Oct 2015

120% shopping related searches

on mobile were up

in 12 months leading up to holiday 2015

vs. same period YOY

“Headphones Black Friday” Search 11/23



Source: Channel Advisor, eMarketer

52% 49%

43%

Than

ksgi

ving

Blac

k Fr

iday

Cybe

r Mon

day

smartphones captured dominant share of web traffic on

key shopping days...

...a healthy cut of e-commerce transactions

32% 28%

24%

and

% of traffic % of orders


5. An extended holiday season



% of retailers offering a promotion, by NRF week

(Thanksgiving week)

Source: ShopperTrak

88% of retailers were offering

promotions by the first week of November

vs. 81% in 2014

2015 2014

(first week of Nov.)


Holiday Promotion Began Early

why c

are?

“Black Friday Sales” Search 11/9

“Black Friday Deals” Search 11/9

“Christmas Decorations” Search 11/9


The Home Depot 11/5

CB2 10/28 Ace Hardware 11/5

Dick’s Sporting Goods 11/9



Nov. 23 Nov. 25 Black Friday Nov. 28


Looking Ahead to 2016 1.  Build relationships with your holiday shoppers first 2.  Use omni-channel strategies 3.  Embrace the holiday season as an extended sales event 4.  Measure 5.  Go mobile

Holiday 2015 Recap: 5 Key Themes - CarCare.org · Source: Google Internal Data, 2015 51% searches...

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