Posted by Dan Parks, Senior Analyst, Planning & Analytics
Performics released paid search holiday retail data through Cyber Monday, which shows huge sales growth from paid search among actively managed campaigns. The data represents clients within Performics’ Holiday Retail Group and posts big numbers for the busiest online shopping day of the season: Cyber Monday sales were up 60 percent. While industry estimates called for a still impressive 20-25 percent increase, Performics advertisers with the most aggressive Cyber Monday deals contributed to this considerable growth.
Furthermore, preliminary reporting on the first half of the Cyber-Stretch (the eleven day period that began the Wednesday before Thanksgiving and ends this Saturday) shows substantial growth for Performics same-store retailers on Thanksgiving Day. Notably, Thanksgiving Day sales grew by 89 percent, compared to a more modest 22 percent on Black Friday. While the Thanksgiving Day sales are in total smaller than Black Friday or Cyber Monday, with this level of growth and a heightened focus on pre-Black Friday advertising, Thanksgiving Day might one day become the biggest day for ecommerce sales. (Did you double-check the door-buster sale ads online before hitting the stores at 4:00 am?)
In three key performance indicators (KPIs): same-store sales, order volume and average order size (AOS), results are dramatically up YOY and further distance themselves from the bad 2008 holiday season. All KPIs significantly beat previous forecasts for Thanksgiving, Black Friday and Cyber Monday. Overall growth has been solid throughout the final week of November and, given that AOS grew on Thanksgiving Day and Cyber Monday, many people probably chose to purchase larger-ticket items on those two days in particular.
As the data rolls in, Performics is closely monitoring key performance indicators for our holiday retailer group. We’ll continue to track advertiser performance during the remainder of the Cyber-Stretch and we’ll also have our eye on the last week of free standard shipping prior to Christmas and its impact on holiday season performance.