Nov
29
2012

Hot holiday trends: week of November 18th – November 24th

Experian Marketing Services has released its holiday insights for the week of November 18th, 2012
This week’s key findings:

  • Mailers started earlier, with the Monday (11/19) before Thanksgiving having the largest percentage increase (20.6%) in volume.  Black Friday, Sunday 11/25, and Cyber Monday all had double digit increases in volume over last year.
  • Forty-five percent (45%) of holiday season emails are being opened on mobile – up slightly from the 44% we saw just before the season began.
  • Led by Black Friday offers, campaigns with offers in the subject line made up almost 30% of all campaigns sent this past week.
  • Black Friday search terms increased by 107% between the weeks ending 11/17/2012 and 11/24/2012.
  • For the week of 11/17/2012, visits to Cyber Monday websites increased by 259% compared to last year. Additionally, visits for the week of 11/24/2012 increased by 190% versus 2011.
  • Cyber Monday search terms increased by 606% between the weeks of 11/17/2012 and 11/24/2012.

Email volume

During peak week, mailers started earlier, with the Monday (11/19) before Thanksgiving having the largest percentage increase (20.6%) in volume.  Black Friday, Sunday 11/25, and Cyber Monday all had double digit increases over last year.

Gift guides and gift cards
As the holidays get closer, more and more shopping is focused on gifts. Two popular gift-oriented ideas for email campaigns are gift guides and gift cards. Gift guides are popular and effective ways to present many products to undecided consumers, and they generate higher transaction rates than other promotional mailings.

Transaction Rates for gift mailings are 48% higher than promotional rates

Describing your brand as ‘Best’ in the subject line leads to the highest open and click rates for gift guides.

Gift guide mailings that include the word best in the subject line had the highest click and open rates

 

Last minute shoppers, and those looking for gifts for ‘hard to please’ folks, are often drawn to gift cards. In 2011, we saw the number of gift card emails double in the two weeks prior to Christmas. Forty-two percent (42%) of US adults have purchased gift cards in the past year.

Restaurants and clothing stores are the most popular types of gift cards

Teens are notoriously difficult to shop for. No wonder, purchases of music/entertainment gift cards are highest among parents of teens. In fact, parents of kids ages 12 to 17 are 86% more likely than the average adult to have bought these types of gift cards.

Online consumer insights:
With the busiest holiday shopping weekend behind us – let’s recap what happened online. So far this past holiday week of online traffic from Thanksgiving Day through Cyber Monday to retail sites is up 8% compared to last year. Cyber Monday, for the second year in a row, was the busiest of the three milestone days and looks to be tracking as the busiest day of the year in online retail visits.

Thanksgiving Day online traffic increased 6% in 2012 versus 2011 as the top 500 retail sites received more than 192.5 million total US visits.

Black Friday online traffic increased 7% year-over-year as the top 500 retail sites received more than 193.8 million total US visits.

Online traffic on Cyber Monday increased 11% in 2012 compared to last year, as the top 500 retail sites received more than 206.8 million total US visits.

Top product searches by milestone days
Top product Searches for Thanksgiving, Black Friday and Cyber Monday

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