Spend more budgets towards evening hours especially at midnight on days like Black Friday as people start browsing for deals in the early hours of morning

Focus on optimising marketing spend on weekdays than on weekends as December approaches

MIQ’s best in-class targeting strategies will help you respond to the increase in demand for specific products by reaching consumers at the right time

MIQ’s audience targeting strategies will help understand consumers at a granular level and anticipate their needs

MIQ’s XDevice will help create different strategies to reach audience on all platforms and understand their path to purchase

GIFTS, CONSUMER ELECTRONICS, CLOTHES AND MORE

Distribute your advertising spend right through Black Friday to Christmas, as categories like gifting and clothing see a continued interest by shoppers

AM

PM

18:00-22:00

22:00-2:00

OCT NOV DEC

ITS ALLABOUT TIMING

Sales during October were uniform across all days of the week

Friday and Saturday record slightly higher sales

As Black Friday and Cyber Monday approaches, November sees 37% conversions on Friday and 29.5% on Monday

But the numbers are relatively lower for Tuesdays, Wednesdays and Thursdays

December recorded the highest online sales.

(73.26% of the conversions seen on Tuesday, Wednesday and Thursday)

10%

20%

30%

37%

10%

SUN

MO

N

TUE

WED

THU

FRI

SAT

SUN

MO

NTU

EW

EDTH

U

FRI

SAT

SUN

MO

NTU

E

WED

THU FR

ISA

T

10%

20%

30%

40%

50%

60%

70%

80%

OCTO

BER

NOVEMBER

DECEM

BER

When It Comes To Retail Shopping Online:

When It Comes To The Time Of Day:

The peak shopping hours shift towards late evening as we move from October to December, with shoppers mostly shopping at midnight in December

5.8x increase in midnight shopping on Black Friday

12

3

4

5

60%

2:00-6:00

6:00-10:00

10:00-14:00

14:00-18:00

10%

Conversion by volume

20% 30%

XII I

II

III

IV

VVIVII

VIII

IX

X

XI

SEASONALITY IN SHOPPING

Our data indicates that consumers don’t shop for all items on their list at once, but focus on buying different products throughout the season. This suggests a

seasonality trend in the way they shop

68%

6%

4%

3%

3%

16%

Shopping site domains are ahead of the rest in terms of both volume and growth

They account for almost 70% of all conversions in the retail season and see the highest growth as December approaches

Pet supplies and charity domains are the other popular domains in terms of online traffic as December approaches

0.4%

0.8%

1.2%

1.6%

2.0%

Interest in clothing and consumer electronics peak during Black Friday

Conversions for gifts see a peak during the

first and second weeks of December

Gifts Consumer Electronics Clothes

UNDERSTANDING YOUR AUDIENCE

Our data shows that while every age group shopped immensely during holiday shopping season:

DESKTOP REIGNS THROUGHOUTHOLIDAY SEASON

1 %

2%

3%

4%

6%

24%

70%

73%

66%

26%8%

21%

5%

Consumers are constantly searching for the best deals and offers, and sometimes checking them on multiple devices before making the final purchase

Purchases on PC’s and tablets increased in December

PC PHONE TABLET

OCT NOV DEC

Gift

s

Cons

umer

Elec

tron

ics

Clot

hing

Aucti

ons

Spor

ts

Furn

iture

Hom

e&G

arde

n

Wed

ding

s

Coup

ons

Anti

q ues

&Co

llecti

bles

Child

ren

E-Co

mm

erce

Jew

elle

ry

Mus

ic

0%

10%

30%

70%

90%

The average amount that shoppers are willing to spend on any gift is around £140. Majority of Brits are willing to spend around £1751 on their spouses and

significant others

Consumers are mostly shopping for gifts, followed by consumer

electronics, and clothing, while also increasingly looking for

deals on auction sites

Increased interest in Sports and the E-commerce category as December approaches

Shoppers have started shopping much earlier — and much of it online

CD/DVD’s make it to the top of the list as the most preferred gift accounting for 69%, followed by

books (69%) and clothing and footwear (62%)2

GET AHEAD OF THE HOLIDAY RUSH

5 Strategies for a Successful Holiday Season

Source: Statista

Source: 1http://www.telegraph.co.uk/finance/newsbysector/retailandconsumer/11982295/Black-Friday-more-popular-than-Christmas-week-for-festive-shopping.html2Statista

2%

2 4 6 7 98 10 12 14 16 18 20 21 22

6%

10%

Mobile was the most preferred device for

shopping between 7 AM and 9 AM on Black

Friday

At 9 AM, mobile purchases accounted for 55% more than average purchases

during the whole day

PC's accounted for 54% increase from average shopping at

8:00 PM

Tablets accounted for 93% increase from average shopping at

9:00 PM

When It Comes To Gifting:

OCT

NO

VD

EC

2.67x (above average) increase in conversions

on PCs on Black Friday

When It Comes To Holiday Shopping:

Black Friday Vs Cyber Monday Vs Boxing Day

When It Comes To Christmas Shopping:

DISTRIBUTION OF CONVERSIONS ACROSS OCT-DEC (2015)OCT NOV DEC

Shop

ping

Auto

moti

ve

Tech

nolo

gy &

....

Art

s &

Ent

erta

inm

ent

Spor

ts

Scie

nce

Food

& D

rink

Hom

e &

Gar

den

Hob

bies

& In

tere

sts

Styl

e &

Fas

hion

Care

ers

Hea

lth &

Fitn

ess

Law

, G

ovt

& P

oliti

cs

Trav

el

New

s

Fam

ily &

Par

entin

g

Tele

com

Pets

Soci

ety

Pers

onal

Fin

ance

Pers

onal

Fin

ance

Educ

ation

Busin

ess

Real

Est

ate

Char

ity

Gov

ernm

ent

10%

30%

50%

70%

CHRISTMAS DAY

1 Week In Advance

2-3 Week In Advance

4-5 Week In Advance

6-8 Week In Advance

2Months In Advance

Shoppers start their purchases earlier, with 28% of shoppers planning to buy at least two months in advance

88%* increase in shopping interest in the 45-54 year-old age group during

Black Friday week 16%

26%15%

18%

11%14%

AGE

GENDER

INCOME

20%

60%

100%

140%

180%

Blac

k Fr

iday

Chris

tmas

Wee

k

Janu

ary

18-24 Yrs 25-34 Yrs 35-44 Yrs 45-54 Yrs 55-64 Yrs 65+ Yrs

38%

62%

62% of all purchases during the holiday

season were made by women

84%* increase in shopping interest during

Black Friday

Men shopped closer to Christmas

week

Male Female

£0-£30K £30K-£50K £50K-£100K

Lower income groups (less than £30K annually) contributed to 44% of

holiday shopping season

84% above average increase in shopping interest by lower income

groups

Higher income group (£50-100K annually) made their purchases a

week before Christmas

20%

60%

100%

140%

180%

Blac

k Fr

iday

Chris

tmas

Wee

k

Janu

ary

20%

60%

100%

140%

180% 84%

37%

Blac

k Fr

iday

Chris

tmas

Wee

k

Janu

ary

31%

34%

43%

49%

60%

62%

62%

69%

69%

When It Comes To Consumer Purchase Behaviour:

*above average

*above average

25%

16%

13%

12%

8%

7%

6%

9%

Break Up Of Shoppers By Age

Age Categories Over Time

Growth Over Time

Growth Over Time

Break Up Of Shoppers By Gender

Break Up Of Shoppers By Income

45%

37%

17%

Monthly Conversions By Device

Growth By Device Over Retail Season

Growth By Category Over Retail Season

Consumer Buying Preferences

Average