Experian Marketing Services reveals top four holiday shopping trends from
Analysis finds 46 percent increase in social networking referrals to top 500
retail Websites during the most critical week of the year
NEW YORK, Dec. 16, 2013
NEW YORK, Dec. 16, 2013 /PRNewswire/ --Experian Marketing Services, a global
provider of integrated consumer insight, targeting, data quality and
cross-channel marketing, recently issued its 2013 holiday marketing analysis
from the holiday shopping season's peak week, the period beginning
Thanksgiving and ending on Cyber Monday.
"Retailers are facing a much shorter holiday season and, therefore, every day
matters," said Heather Dougherty, research director, Experian Marketing
Services. "A key takeaway from this peak week analysis is that holiday
promotions in and of themselves are not enough to win the informed and
always-on holiday shopper during key milestone days. Retailers need to be
creative and relevant with their online strategies to win the milestone days
still ahead of us."
Experian Marketing Services' peak week analysis revealed four key trends:
1. Social gains share
Comparing sources of upstream search traffic with Experian Marketing Services'
Hitwise Retail 500 for the week ending Nov. 30, search accounted for more than
40 percent of that upstream traffic. Social networking sites increased their
share of traffic to these Websites by a relative 46 percent year over year.
Social networking Websites with highly visual content, such as Instagram and
YouTube, saw dramatic year-over-year increases.
Upstream social networking Websites visited before Hitwise Retail 500
Rank Websites Week ending Nov. 30, Week ending Nov. Year-over-year change
2013 24, 2012
1 Facebook 5.07% 3.68% 38%
2 YouTube 1.89% 1.04% 82%
3 Pinterest 0.13% 0.11% 15%
4 Twitter 0.10% 0.08% 21%
5 Reddit 0.05% 0.01% 703%
6 Yahoo!Answers 0.05% 0.04% 7%
7 Linkedin 0.04% 0.03% 21%
8 Google+ 0.04% 0.02% 124%
9 Instagram 0.03% 0.01% 311%
10 Tumblr 0.02% 0.01% 103%
"The data shows that social media is a key research tool for holiday shoppers
and a key driver of traffic to retailer Websites," said Dougherty. "There is a
significant opportunity for retailers to customize their discount and
promotion strategies for individual channels in a way that encourages a more
personal and visual experience. Those retailers that are winning online this
holiday season have found their social stride and are using that cross-channel
or cross-screen engagement to their advantage."
For example, Experian Marketing Services found that apparel retailer Hollister
was among the top 20 visited retail Websites on Thanksgiving largely due to
its video promotion on YouTube of an in-store Black Friday event. On both the
day before Thanksgiving and Thanksgiving, Hollister was the most-visited
retail Website in the Apparel category. YouTube represented 45 percent of the
upstream traffic to Hollister.com the day before Thanksgiving and 39 percent
of traffic on Thanksgiving. Meanwhile, downstream traffic from YouTube to
Hollister increased more than 2000 percent on Thanksgiving Day.
2. Different verticals win different days
Experian Marketing Services' analysis shows that different retail categories
and Websites peaked on different days during peak week this holiday season.
Department store Websites were the clear winners across the entire weekend,
but Website traffic for that category peaked on Thanksgiving, as did
electronics/appliance and video game retailers. Meanwhile, Apparel &
Accessories, House & Garden and Sports & Fitness saw their Website traffic
peak on Cyber Monday. Overall, Cyber Monday remained the peak day for online
traffic, although Thanksgiving and Black Friday followed closely behind with
significant activity across all three days.
3. Unique offers and dramatic discounts work
Retailers that offered consumers unique sales promotions and dramatic
discounts were most effective in driving traffic to their sites. One such
example includes Walmart, which offered consumers a one-hour in-stock
guarantee. "Walmart 1 hour guarantee" was the number 10 search term driving
traffic to Walmart.com on Black Friday. Additionally, Old Navy, which
typically ranks as the third or fourth most-visited apparel retailer online,
leapt to the top spot on Black Friday by offering "50% off everything."
4. Tech tops wish lists
While no single product was the most popular branded item to drive traffic to
the Hitwise Retail 500 Websites on Thanksgiving Day, Black Friday and Cyber
Monday, gadgets and game consoles comprised a large portion of the top 10
products on all three days. Experian Marketing Services' hot products list for
peak week showed that the Xbox One was the most-searched product on
Thanksgiving Day, while Black Friday saw the new Playstation 4 take the top
spot. Uggs, the only nonelectronic product among the top seven branded items
searched for during peak week, was the most popular item on Cyber Monday. The
tablets Kindle Fire HD, iPad Air and Microsoft Surface were also among the
most frequently searched for products.
Learn more about Experian Marketing Services' peak week recap analysis here.
About Experian Marketing Services
Experian Marketing Services is a global provider of integrated consumer
insights and targeting, data quality and cross-channel marketing. We help
organizations from around the world intelligently interact with today's
dynamic, empowered and hyperconnected customers. By coordinating seamless
interactions across all marketing channels, marketers are able to plan and
execute superior brand experiences that deepen customer loyalty, strengthen
brand advocacy and maximize profits.
For more information, please visit http://www.experian.com/marketingservices.
Experian^® is the leading global information services company, providing data
and analytical tools to clients around the world. The Group helps businesses
to manage credit risk, prevent fraud, target marketing offers and automate
decision making. Experian also helps individuals to check their credit report
and credit score, and protect against identity theft.
Experian plc is listed on the London Stock Exchange (EXPN) and is a
constituent of the FTSE 100 index. Total revenue for the year ended March 31,
2013, was US$4.7 billion. Experian employs approximately 17,000 people in 40
countries and has its corporate headquarters in Dublin, Ireland, with
operational headquarters in Nottingham, UK; California, US; and Sao Paulo,
For more information, visit http://www.experianplc.com.
Experian and the Experian marks used herein are service marks or registered
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Experian Marketing Services
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SOURCE Experian Marketing Services
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