With Black Friday looming and the annual holiday shopping frenzy

getting into full swing, we’ve crunched the numbers from Amazon to

spot the developing trends in online purchases for October through

Thanksgiving 2016.

Early Holiday Shopping 2016: What’s Hot and What’s NotBy Nathan Rigby, VP Sales and Marketing at One Click Retail

• Sales in the Wireless category are up by $40M over last year to almost $90M• Toys are up YoY by $20M+ to more than $215M• Items in the Kitchen category are up by just under $20M to

close to $165M• Electronics are up in sales by $15M to nearly $90M• The Luxury Beauty category is up by close to $10M to

$20M+

Top 5 Product Categories (YoY Sales Growth)

Off to a slower start at the beginning of this holiday

shopping season are products in these categories

that are showing fewer sales than at this time last

year.

• Sales of Books are down by $65 million year-over-year to roughly $230 million• Home Entertainment is seeing a decline of more than $15

million to just under $50 million• Shoes category sales are down down almost $15 million

from last year to around $170 million• Video Game sales are down down by a couple of million to

about $90 million

Bottom 4 Product Categories (YoY Declines)

Of course, those are the year-over-year trends in broad

product categories, but within these groupings there are some

stand-out products for sales on Amazon. Here’s what people

are buying in droves as of October.

Hot Sellers for the 2016 Holiday Season

While sales in the overall video games category have declined

slightly when compared to this same period last year, there are

some noteworthy items that are showing robust sales. Leading the

pack is the new virtual reality headset, the PlayStation VR Launch

Bundle. PlayStation also holds the second spot with the 4 Pro. The

top selling games are Battlefield 1, Call of Duty: Infinite Warfare,

and The Elder Scrolls V: Skyrim.

This Year's Top Video Games

•Cozmo - around $3M in sales so far• LEGO Star Wars Advent Calendar - $1M+• LEGO Friends Amusement Park Roller Coaster - nearly

$1M• JOOLA Inside 15 Table Tennis Table with Net - just

under $1M•Barbie Dreamhouse - more than $750K

The 5 Most Popular Toys

And Hatchimals? The hatching egg toy that

is hyped to be this year's hot item comes in

at number 6 on Amazon's list of early top

sellers. We will definitely be watching for

sales to hatch on Black Friday and Cyber

Monday.

People are making fewer home entertainment purchases this year

compared to last. However, the top sellers in this category indicate the

demand for streaming the Internet through televisions remains strong.

The Roku Streaming Stick leads in sales, followed by a couple of smart

TVs, the Samsung 4K Ultra HD Smart LED, and the TCL 32-Inch 720p

Roku Smart TV.

Best Sellers in Home Entertainment

It's not Apple or Microsoft dominating laptop sales this

season. The top three sellers are the Acer Aspire E 15 Laptop,

the HP Notebook 15.6-Inch, and the ASUS 15.6-Inch Full HD

Gaming Laptop.

Top Selling Laptops

October/November might not be peak camping season in many parts

of the country, which could explain the top seller in the Outdoors

category being the Intex Comfort Plush Elevated Dura-Beam Airbed. A

seasonal peak in sales for the spare portable mattress coincides with

the beginning of holiday travel season, where many people will be

hosting out-of-town relatives.

Additional Hot Items

Visiting relatives could also explain the surge in popularity of a host of

floorcare products, such as the Hoover Carpet Basics Power Scrub Deluxe

($3M+), the iRobot Roomba 650 (around $3M), and the Dyson V8 Absolute

Cord-Free Vacuum (just under $2M).

And once the floors are clean, and you've set up a spare bed, you're going to

have to feed your guests. The Instant Pot 7-in-1 Multi-Functional Press

brand of pressure cooker is the top seller in the cooking appliances category.

Additional Hot Items

While these numbers are strong early indicators of the 2016 holiday season's most popular items, the

real test will be what products dominate sales in each category through the Black Friday / Cyber

Monday period. And as soon as we get that data we’ll be sharing it with you: keep an eye on our

Twitter account (@oneclickretail) on both Black Friday (Nov. 25th) and Cyber Monday (Nov. 28th)

because we’ll be tweeting live sales data about what promotions are happening on Amazon and what

kind of discounts are being offered, as well as snapshots of what’s happening within product groups.

Next week, we will also be publishing a comprehensive recap of this holiday shopping weekend on our

blog.

To get the latest and most accurate industry insights and reports, check out our weekly articles at

www.oneclickretail.com/insights, and follow us on Twitter and LinkedIn.

Final Thoughts

One Click Retail (OCR) is a market leader in eCommerce data measurement, sales analytics and search optimization for brand manufacturers in North America, Europe and Asia. Thanks to our proprietary sales calculations that are 98.5% accurate down to the SKU level, OCR’s accuracy is unrivaled in the marketplace. The OCR Product Suite provides 1st and 3rd party business intelligence across the 30 largest retailers such as Amazon, Walmart, Target, Staples and Home Depot. The world’s top brands, such as Procter & Gamble, Panasonic, Nestle, Hamilton Beach and HP, rely on OCR insights to drive sales and profitability across eCommerce.

Founded in 2013 by eCommerce experts from Amazon, Walmart, Target, Overstock and other leading retailers, OCR was acquired in 2016 by Ascential plc (LSE: ASCL.L), a UK-based international B2B media company with a focused portfolio of market-leading events and information services products.

To learn more about how OCR can provide your brand with the competitive edge in today’s ecommerce marketplace, visit www.oneclickretail.com.

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