Hitwise Senior Product Manager Emma Moorman presented key learnings for UK retailers from the most recent Christmas and Cyber Week trading period.

1. Key learnings from Christmas and Cyber week 2016
Key learnings from Christmas and
Cyber week 2016
Emma Moorman
Senior Product Manager

2. - Sales Performance over the Festive Season
- Key Shopping Dates
- Cyber Week Hourly Data
- Top Retailer Performance
Agenda

3. • How did total retail sales perform in
November and December 2016?
• How did mobile perform?
Part 1
Sales Performance over the
Festive Season

4. Festive Performance from The BRC
Total sales by week
2016 2015
Nov Dec
ChristmasBlack Friday
Jan
Source: BRC-KPMG Retail Sales Monitor
ChristmasBlack Friday

5. Mobile Evolution: Shopping & Classifieds
* Device split is calculated by the last 6 weeks of each year, from Cyber Week to New Years
Mobile has
overtaken Desktop
40%
49%
52%
60%
51%
48%
2014 2015 2016
Shopping & Classifieds - Device Split *
Mobile Desktop
35%
40%
42%
65%
60%
58%
2014 2015 2016
All Online Industries - Device Split
Mobile Desktop

6. Action Points
If you don’t have a mobile
first strategy, you’re losing

7. • What were the key shopping dates over
2016’s festive period?
• How do these compare with 2015?
Part 2
Key Shopping Dates
£6.5
billion
£1.2
billion
was spent on Black
Friday 2016, which
was a 12% increase
from 2015
was spent over Cyber
Week 2016 (Monday
21st to Cyber Monday
28th November)
How much was spent last year?

8. Week 45
(Nov)
Week 46
(Nov)
Week 47
(Nov)
Week 48
(Nov)
Week 49
(Nov/Dec)
Week 50
(Dec)
Week 51
(Dec)
Week 52
(Dec)
Week 53
(Dec/Jan)
Total Visits to Shopping & Classifieds
2016 Visits 2015 Visits
Festive Season: Total Visits
Cyber Week Starts
Black Friday
Cyber Monday
Boxing Day
TotalVisits

9. Cyber Week 2016: Visits Per Day
Monday
21-Nov
Tuesday Wednesday Thursday Black Friday
25-Nov
Saturday Sunday Cyber Monday
28-Nov
Cyber Week – Total Visits to Shopping & Classifieds
243 million visits
on Black Friday 181 million visits
on Cyber Monday
108 M
average for 2016
daily visits, up to
Cyber Week

10. Action Points
Could you extend your sales
period
Look at the audiences who
did start looking sooner

11. Part 3
Cyber Week Hourly Data
• What were the key online trends over
Cyber Week 2016?
• How were referring channels used this
year and when?

12. Cyber Week 2016 vs 2015: Daily Visits
8%
7% 7%
4%
-2%
3%
2% 2%
-5%
0%
5%
10%
50
100
150
200
250
300
Monday Tuesday Wednesday Thursday Black Friday Saturday Sunday Cyber Monday
RelativeDifference
DailyVisits(inmillions)
Cyber Week - 2016 vs 2015
2016 Visits 2015 Visits Relative Difference
1.41 B
Visits in 2015
Cyber Week
3% YoY
Increase1.46 B
Visits in 2016
Cyber Week
@hitwise_uk

13. £1.23
billion
Black Friday vs. Lead up 2016: Hourly Visit Share
0%
2%
4%
6%
8%
10%
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23
VisitSharePerHour
Hour of the Day
Hourly Visit Share of Shopping & Classifieds
Lead Up Average (Mon-Thu) Black Friday 25-Nov Cyber Monday 28-Nov
51% higher in
daily visit share
from 12-2am
Constant share
of visits from
9am onwards

14. 6 12 18 6 12 18 6 12 18 6 12 18 6 12 18 6 12 18 6 12 18 6 12 18
Monday 21-Nov Tuesday Wednesday Thursday Black Friday 25-Nov Saturday Sunday Cyber Monday 28-
Nov
Key Upstream Channels to Shopping & Classifieds
Search Social Rewards Email Print
18
6 12 18 6 12 18 6 12 18 6 12 18 6 12 18 6 12 18 6 12 18 6 12 18
Monday 21-Nov Tuesday Wednesday Thursday Black Friday 25-Nov Saturday Sunday Cyber Monday 28-
Nov
Key Upstream Channels Without Search
Social Rewards Email Print
18
Cyber Week 2016: Hourly Clickstream

15. Action Points
Sales spacing throughout the week
Referral channels – Your top three priorities
Product priority throughout the day
Who is reacting and when?

16. Part 4
Top Retailers
• How did top retailers perform over
Cyber Week 2016?
• How did they use referring channels to
drive traffic to their website?

17. 0%
5%
10%
15%
20%
25%
30%
Amazon UK eBay UK Argos John Lewis Debenhams Currys Tesco Direct Marks &
Spencer
Gumtree Hot UK
Deals
WebsiteShare
Top 10 Retailers for 2016
Cyber Week – Share to Shopping & Classifieds
2016 Cyber Week 2015 Cyber Week
Top Retailers 2016 vs 2015: Website Share
Total: 46%
website share
to Shopping &
Classifieds
- 3%
+ 5%
- 1%
+ 8% + 6%
+ 24%
+ 6%
- 14%
- 16% - 1%

18. 26%
20%
13%
16%
21%
9%
6%
-1%
0%
-2%
-5% -6%
-1% 0%
-2%
-10%
0%
10%
20%
30%
0
10
20
30
40
50
60
Amazon
Sale
Starts
14-Nov
Monday
21-Nov
Black
Friday
25-Nov
Cyber
Monday
28-Nov
RelativeDifference
DailyVisits(inmillions)
Amazon Visits - 2016 vs 2015
2016 Amazon 2015 Amazon Relative Difference Amazon
Black Friday 12 Day Sale
572 M
Visits in 2015
over the 2
weeks
5% YoY
Increase
in Visits
599 M
Visits in 2016
over the 2
weeks

19. 6 12 18 6 12 18 6 12 18 6 12 18 6 12 18 6 12 18 6 12 18 6 12 18
Monday 21-Nov Tuesday Wednesday Thursday Black Friday 25-Nov Saturday Sunday Cyber Monday 28-
Nov
Hourly Clicks from Email
Amazon-Email Clicks Industry-Email Clicks
Email Campaigns
18
Amazon emails peaked in the
morning, compared to the
industry standard in the evening

20. £1.23
billion
“Black Tag” event
20%
28%
37%
17%
20%
31%
36%
20%
0%
10%
20%
30%
40%
0
1,000,000
2,000,000
3,000,000
4,000,000
5,000,000
6,000,000
Prior Monday Tuesday Wednesday Thursday Black Friday Saturday Sunday Cyber Monday
RelativeDifference
TotalVisits
Currys Visits - 2016 vs 2015
2016 Currys 2015 Currys Relative Difference Currys
15.9M
Visits in 2015
Cyber Week
19.8M
Visits in 2016
Cyber Week
24% YoY
Increase
in Visits

21. £1.23
billion
Social & Rewards Clicks
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23
Black Friday 25-Nov
Hourly Clicks from Rewards
Currys-Rewards Industry-Rewards
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23
Black Friday 25-Nov
Hourly Clicks from Social
Currys-Social Industry-Social

22. 0 6 12 18 0 6 12 18 0 6 12 18
Thursday 24-Nov Black Friday 25-Nov Cyber Monday 28-Nov
Amazon VS Currys – Fitbit Search
Amazon-Fitbit Currys-fitbit
Amazon: Hot Products Internal Search
Fitbits
Evening Peak
on Black Friday
18
Morning Peak
on Black Friday
Evening Peak
on Thursday
Midday Peak
on Black Friday
Evening Peak on
Black Friday

23. 11%
-15%
-39%
-11%
-16%
-18% -17%
6%
-50%
-40%
-30%
-20%
-10%
0%
10%
20%
0
1,000,000
2,000,000
3,000,000
Prior Monday Tuesday Wednesday Thursday Black Friday Saturday Sunday Cyber Monday
RelativeDifference
TotalVisits
M&S Visits - 2016 vs 2015
2016 M&S 2015 M&S Relative Difference
Cyber Week

24. Search Clicks
0.1%
0.2%
0.3%
0.4%
Prior Monday Tuesday Wednesday Thursday Black Friday Saturday Sunday Cyber
Monday
ShareofSearchClicks
Downstream Websites from Search
M&S's share of clicks in Shopping & Classifieds
2016 M&S Clicks 2015 M&S Clicks

25. Action Points
Ensure you have a cross channel campaign well
planned considering time of day
Think Audience first; who is behind the metric
How reactive could you be?

26. Key Takeaways
1. Campaigns need to begin well before Black Friday.
- Online visits have increased over the start of Cyber Week (Monday-Wednesday).
- Black Friday is still the dominant shopping day for online traffic, sales and conversions.
- Boxing Day is highly affected by the day of the week (falling on Monday in 2016).
2. Time of day needs to be considered in campaign planning.
- Upstream channels followed different hourly patterns (search, social, email, rewards and print).
- The peak hours of each channel need to be targeted to drive traffic to a retailer’s website.
- Retailers should be reactive and agile to competition (inc. promotions and cross-channel campaigns).
3. Understand and connect with your audience.
- Convenience is increasingly demanded, such as click & collect and content/offers on mobile.
- Search terms shift weekly, so these need to be monitored leading up to and during the festive season.
- Profile the audiences behind these terms to customise offers, ad placements and content.
@hitwise_uk

27. Thank you, any questions?
www.hitwise.co.uk contacthitwise.uk@connexity.com
Emma Moorman
Senior Product Manager
Hitwise
emoorman@connexity.com