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RESEARCH, ANALYSIS & TRENDS
eCommerce takes over the entire
shopping period, Criteo data reveals
The performance marketing technology company, after Black Friday and Cyber Monday—defined by
Criteo released interesting data on Black Friday, Cyber Criteo as "Bounceback Tuesday."
Monday and "Bounceback Tuesday" shopping trends to
help marketers navigate the consumers' evolving path In 2014, sales across all key retail categories were
to purchase. 159% above the average on Bounceback Tuesday.
Criteo's deep-dive into consumer browsing and buying Specific retail sectors, such as sporting goods, ex-
activity uncovers two trends: Black Friday is increasingly perienced 224% above average online sales on
turning into an online sales event, as consumers are Bounceback Tuesday, which were higher than Black
more frequently using mobile devices to make purchas- Friday, despite the rise of online sales on that date.
es, and online shopping is extending further into the
work week. For companies focused on attracting and The toys and gadgets (+223%) and computers and
retaining consumers during this time period, online ad-
vertising campaigns should be fully optimized across all technology (+190%) retail sectors also saw a sales
lift on Bounceback Tuesday.
devices.
‘Black Friday’ is becoming ‘Cyber Monday’ "The path to purchase for today's consumer has
evolved and, as a result, people are doing a tremen-
While Black Friday has historically been an in-store, dous amount of online shopping across all devices on
discount-driven event, Criteo data based on last sea- Black Friday. Sales on mobile especially have hit rec-
son's transactions reveals that for many retailers online ord numbers, according to 2014 data. Retail companies
sales were nearly equal to those of Cyber Monday. Driv- have a huge opportunity to engage consumers through
ing the growth of eCommerce during Black Friday is the personalized and relevant online advertising during the
adoption and use of mobile devices to browse and buy entire spending period, including Black Friday, Cyber
online. Monday and Bounceback Tuesday," said James Smith,
EVP, Americas at Criteo.
Mass merchants experienced online sales 275%
higher on Black Friday than during non-holiday peri- Criteo’s findings are based on an analysis of nearly 200
retailers and 63.7 million online transactions during the
ods—nearly equivalent to Cyber Monday sales.
2014 holiday season, providing actionable insight for
retail brands to effectively plan for this year's shopping
Sales volumes on smartphones and tablets on Black rush. It is expected that during the 2015 shopping sea-
Friday were 18% higher than on Cyber Monday. son, nearly half of all buyers will either browse or buy
online and use multiple devices in the process, includ-
On Black Friday, 32% of eCommerce transactions ing desktops, laptops, tablets and smartphones. Hence,
occurred on a mobile device (tablet or smartphone), every device and platform counts for retailers as they
compared to 24% on Cyber Monday. strategically invest significant resources to engage and
convert consumers through promotion and advertis-
‘Bounceback Tuesday’ sees strong online sales ing.◊
By MediaBUZZ
Online shopping peaks are spreading further into the
week, with sales remaining steady on the Tuesday
6 Asian eMarketing - November 2015 eCommerce & Customer Lifetime
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