Cyber Week 2017 – Black Friday…

Cyber Week 2017 – Black Friday & Cyber Monday

The Headlines So Far

Cyber Week 2017 was the welcomed boost that retailers were waiting for.

After a subdued October, the Online Retail Industry received over 1.4 billion visits from the Monday (20-Nov) to Cyber Monday (27-Nov), a result 6% higher than the previous year. Using Hitwise data, here are our top findings so far:

1. Largest YoY growth in the days before Cyber Week:
From Friday to Sunday (17-19 Nov), online retail visits grew 10-11% YoY. Black Friday (24-Nov) saw only 1% growth, whereas Cyber Monday (27-Nov) rose by 7%. Growth trajectory seems to be plateauing for Black Friday, but the days before and after provided greater opportunity for retailers.

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2. Amazon again dominated, with 25% of all retail traffic and 7.7% conversions on Black Friday:
Like last year, Amazon accounted for over 25% of retail traffic. This year, the retailer saw more visits on Cyber Monday (51.2 million) than Black Friday (50.3 million), but converted more on Black Friday, processing 3.9 million transactions on that single day (7.7% visit-to-conversion rate).

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3. Greater Cyber Week participation in other retail verticals and sectors:
Whilst retail brands saw explosive growth, such as: Pretty Little Thing (+98% in w/e 25-Nov YoY) and Beauty Bay (+91%), other industries got involved. These included sellers in Travel Agencies (+20%) and Ticketing (+71%), as well as publishers in Print Media (+21%).

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4. The importance of Email and Print Media grew as traffic sources
Whilst Search was the dominant channel driving traffic to retail sites, Cyber Week 2017 saw greater reliance on Email and Print Media. Clicks from Email grew 16% YoY (to a total of 2.5% of all clicks) and clicks from Print Media grew by 29% (to 2.4% of all clicks).
5. Shoppers are becoming more savvy, increasingly using price comparison sites
Which? once again released their Black Friday report, cautioning shoppers over Black Friday deals. Clicks from Which? to other retail sites grew by 14% (in the w/e 25-Nov YoY). This site, along with others like Price Spy (+71%), Trusted Reviews (+47%) and Money Saving Expert (+11%), were increasingly used as a point of reference.
Clicks here for our full Headlines Report.

More to come from Hitwise! We will be releasing a full report which will include hour by hour performance across top retailers, search analysis and hot products for Cyber Week.

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