Black Friday 2019 results are in with many claiming that online sales have exceeded expectations. Which markets and retail categories have grown the most online? Was it all about Amazon, or did other retailers win big this year? And, how have brands responded?
In our first piece of coverage for Black Friday 2019, Hitwise looks at these top headlines for the US, UK, Germany, France, Australia, and New Zealand.
1. Department Stores dominated, but Electronics specialists have gained share.
Department Stores attracted over 30% retail visit share for the US and Europe on Black Friday, but this dominance has declined YoY. Instead, category specialists have won ground.
Manufacturer brands, like Oculus, GoPro, and Sonos, drove the +10% rise for the Electronics category in the US. Sports retailers, like JD Sports and Sport Shoes, and Toys specialists, like LEGO, have gained around +15% growth in the UK. In France and Germany, supermarkets such as Carrefour and Aldi contributed to double-digit rises for the Grocery & Alcohol category.
In markets like Australia and New Zealand where Black Friday is rapidly growing, Department Stores have instead risen by over +20% in share.
Retail Categories on Black Friday 2019
Retail Visit Share & YoY Change
Source: Hitwise, Visits to Shopping & Classifieds sub-categories on 11/29/19 and YoY growth.
2. Amazon drew over 2X more share than the next top retailer in the US and Europe.
With Department Stores dominating online, is Black Friday all about Amazon? In the US, UK, and Germany, Amazon attracted more than twice the amount of online visits than the next top retailer. But they have yet to hit this same level in newer markets like Australia.
Despite growing rapidly since its official launch in 2017, eBay still edged out Amazon with a 4% higher visit share in Australia. In New Zealand, Amazon restricted sales to only its US site due to recent GST law changes. As a result, their share over Black Friday declined by -8% YoY, with local retailer, Trade Me, dominating the market with over 15% retail share.
Each country also had fast risers over Black Friday. Etsy grew rapidly in both the US and UK, indicating higher consumer interest in personalized and homemade gifts this season. Electronics retailer Boulanger in France, home & garden retailer Mitre 10 in New Zealand, and furniture seller IKEA in Germany had the highest change in visit share YoY.
Top 10 Retailers – Cyber 5 2019
11/28/19 – 12/2/19
Source: Hitwise, Share of visits to top retail websites in Shopping & Classifieds, 11/28/19 – 12/2/19. * Rakuten, FR – site changed from Rakuten PriceMinister to Rakuten France in 2018, no YoY results are shown for the retailer.
3. Amazon purchases were driven by 50%+ discounts on their own devices.
The Echo Dot (3rd Gen) in Charcoal was the top-selling item in the US, UK, France, and Germany. In the US, the charcoal edition sold nearly 120K units on Black Friday alone. Aside from the Echo Dot, the Fire TV Stick and the new Echo Show were top sellers in multiple markets.
The Nintendo Switch was a top-selling item on Amazon in the UK and a top viewed item in Australia. In France, three of the top 10 purchased items were Nintendo Switch games. Nintendo wasn’t the only gaming console in demand. The Xbox One was a hot item in the UK, thousands of Australians viewed the PlayStation 4, and PlayStation Plus memberships were purchased by 9.3K Germans.
Smart products, such as garage door openers and connected outlets, were in high demand in the US and France. German shoppers purchased several thousand electric toothbrushes from Oral-B, while Britons stocked up for holiday parties after purchasing over 5K units of black spiced rum.
Top 10 Products on Amazon
Black Friday 2019
Source: Hitwise, Share of visits to top brand websites in Shopping & Classifieds, 11/28/19 – 12/2/19.
4. Brands are fighting back using Black Friday to push direct traffic and sales.
It wasn’t just retailers that won big over Black Friday. Brands also used this peak sales period to grow direct sales. Global brands have seen significant uplifts in direct traffic in the UK, the US, and Australia.
Apple, Adidas, Fitbit, and LEGO were top-visited brands in all three markets. Electronics manufacturers, such as Lenovo, Dell, and Apple had high visit share during the five days between Thanksgiving and Cyber Monday. Athleisure was another area with high visitation across markets, particularly from brands such as Lululemon, Lorna Jane, and Under Armour.
Top 10 Brands – Cyber 5 2019
11/28/19 – 12/2/19
Source: Hitwise, top purchased or viewed products on Amazon on 11/29/19.
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