2. 2011 U.S. HOLIDAY
SEASON RECAP
7 KEY INSIGHTS FROM YEAR-OVER-YEAR DATA
1
U.S. CONSUMERS USING THE INTERNET MORE OFTEN FOR 13
GO Cart
HOLIDAY PURCHASES AND THEY’RE SPENDING MORE
22% Holidayby SearchRevenue
Driven
Season
Advertising 5% Average Order Size for Sales
Driven by Search Ads
HEAVY RETAIL COMPETITION DRIVES COSTS UP BUT
2
RETURN ON AD SPEND STILL STRONG
$ Holiday Season Search Advertising Budgets Up 31%
$ Holiday Season Paid Search Average Cost-Per-Click Up 8%
$ Holiday Season Search Advertising Return On Ad Spend $5.57
THANKSGIVING CEMENTS ITS POSITION AS A MAJOR
3
ONLINE SHOPPING DAY
28% 40%
Thanksgiving Day Search Thanksgiving Day Revenue
Advertising Conversion Rates Driven By Search Advertising
U.S. RETAILERS SAW FEWER OPPORTUNITIES FOR
21% AD EXPOSURE BUT HIGHER RESPONSE WHEN
4
EXPOSURE OCCURRED
Search Advertising
Impressions
3%
2
3. U.S. CONSUMERS ARE MORE TRUSTING OF SEARCH ADS
AND RETAILERS ARE MORE SAVVY WITH PAID SEARCH
CAMPAIGN MANAGEMENT
Paid Search Holiday Season
5
Click-through Rates Up 26%
26%
LAST-MINUTE SHOPPERS STILL PURCHASE ONLINE THE
WEEK BEFORE CHRISTMAS
6
Revenue Driven by Search Advertising 40% from Dec. 17-23
DEAL-SEEKING AND GIFT-CARD REDEMPTION DRIVE
HIGHER POST-CHRISTMAS REVENUE
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4. 2011 RECAP
CALENDAR
INSIGHT #1: INSIGHT #2: INSIGHT #3:
The Online Shopping Season Starts Early Mondays are Big Don’t Neglect Last-minute Shoppers
Sales tick upward even the week before Thanksgiving Look at the calendar and note It may seem logical for last-minute
as shoppers begin to compare prices and make initial that, aside from the key dates in shoppers to flee to offline stores, but last
purchases. Many people take advantage of the Thanksgiving green, Monday is the top sales year there was a 40% increase in online
holiday to start their shopping early by jumping in the game day of the week throughout the sales during the last week of shopping
online. We saw this trend begin in 2010 and solidify in 2011 holiday season. Make sure to before Christmas. Make sure that you
so look for retailers to have a strong pre-Thanksgiving week create promotional strategies and have reserved budgets to capture this
and Thanksgiving Day in 2012 as well. optimize campaigns accordingly. last-minute traffic opportunity.
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5. WHAT TO
EXPECT IN 2012
Key Calendar Dates will have a Heavy Impact on Shopping Activity
This year, Thanksgiving falls on the 22nd, which adds 2 days to Another important date to note is that “Free Shipping Day”, typically
the shopping period that begins on Thanksgiving and ends on the last day to order online and receive free shipping, falls on
Christmas Eve. Last year, Christmas Eve and Christmas Day fell December 17th, a Monday. Since Mondays have historically been
over a weekend while this year, Christmas Eve is on a Monday. The the peak online shopping day during the holiday season, look for
result: 5 full weekends between Thanksgiving Day and Christmas increased traffic and sales this year.
Eve — 1 more weekend than last year.
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