Key Trends and Insights from the 2018 Holiday Season
What were the hottest holiday products of 2018? Who were the top-performing retailers? Discover these and other insights at Hitwise’s annual Holiday Unwrapped webinar. This annual webinar features 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 behaviors, including customer overlap across multiple retailers and those who purchased exclusively from Amazon
Conversion Rate of Top Retailers
This chart illustrates the conversion rates of the top 15 retailers. We can see that Amazon is taking a larger share of visits, and also has the highest conversion rate overall at about 7.5%. The second best performer is Kohl’s at 4%, however, Apple, Lowe’s and Home Depot have the lowest conversion rates. This is because people usually collect their items from stores.
Conversion Rates of the Top 15 Retailers
Mobile Share of Traffic
If we consider the mobile share of traffic, 58% of visits to the Hitwise 500 are coming from mobile devices which is higher than the whole industry average. Among the top 10 sites, a strong majority of them are gaining more than half their traffic from mobile devices, with 8 out of 10 sites gaining over 50% of their traffic from mobile devices. Only Amazon and Apple are receiving less than 50% of traffic from mobile devices, which is largely due to their well established apps, which people use without needing to visit a browser.
Mobile Share of Traffic to the Top 10 Retailers
Peak Week Visits
Looking at Peak Week as a whole, we can see that Black Friday, Thanksgiving and Cyber Monday received the highest number of visits, with Black Friday emerging on top. There is no drastic shift YOY in view of traffic, however, there is a slight increase overall between 2017-2018.
Hitwise 500 Visits
Watch the video to learn about key insights from the 2018 Holiday Season
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