Key Trends and Insights from the 2018 Holiday Season
What were the hottest holiday products in 2018? Who were the top-performing retailers? Discover these and key insights from the 2018 holiday shopping season, which includes Black Friday, Cyber Week, and Christmas.
Join Hitwise as we share:
- Top traffic days during the 2018 holiday season
- Which retailers generated the most sales and who had the best conversion rates
- Amazon and their holiday strategy, including top internal searches, category movements, and top purchased products
- Key audience segments and behaviours, including customer overlap across multiple retailers and those who purchased exclusively from Amazon
Online visits in 2018 were slightly down YoY
Looking at the online retail visit trends mapped out weekly over Q4, we can see that almost all the weeks in 2018 were lower than in 2017. The only exception was the pre-Christmas window, which grew slightly at 1.5% in 2018. This, however, differs from the 8.6% increase in the pre-Christmas window in 2017.
Online Retail Industry
Weekly Visits (in millions)
Amazon dominated, with over 25% online retail share
We can see the growth of Amazon, having over 25% share of online traffic during the 13 weeks to 29th December 2018. Looking at the 2 key metrics in this chart, we are able to understand Amazon’s dominance in 2 different ways. Firstly, the share of visitors going to sites from the whole shopping and classified industry provide an insight into the opportunity to interact with consumers. This demonstrates the reach metric. Secondly, the online visit share metric offers the actual share of visits directed to these retailers.
Top 10 Retailers in Q4 2018
Reach and Visit Share, Ranked by Visit Share
Amazon converted 2X higher than the industry average
The chart displays Amazon’s conversions over the Q4 period compared to the average conversion rates of top retailers on a weekly basis. We can see that Amazon is converting over twice the size of the industry average, peaking in the pre-Christmas window at 8.8%. This highlights significant growth YOY, which also demonstrates confidence from consumers.
Average Online Conversion vs. Amazon
Weekly Conversion Rate
M&S and Asda saw the largest increases of Ethical Fashionistas amongst their own audiences
We can use data to display the audience’s interest, whether it is a positive or negative sentiment. In the ethical fashion landscape, ASOS and John Lewis reach the largest portion of their audience, at over 50%. But, when we consider the index percentage, there is a slightly different shift. H&M and ASOS have larger shares and are 5 times more likely to be visited.
Percentages of Ethical Fashion Audience and Index
Watch the video to learn about key insights from the 2018 Holiday Season
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