Recap of the 2013 online holiday shopping season

1. Holiday 2013 – That’s a Wrap!
Heather Dougherty
Research Director,
Experian Marketing Services
January 9, 2014
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2. Continue the conversation
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Check out our blog for
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3. Introducing our speaker
 Heather Dougherty, Research Director, Experian Marketing Services
Today’s talk track:
 Which retail websites were successful this holiday season? What were the
changes in visit trends to retail websites compared to past seasons?
 Who visited retail websites this holiday season? What tactics can reach more
buyers in the future?
 Which digital channels were effective - through the performance of search, email,
affiliate partners and social networks?
 How consumer demand changed through new and recurring search trends &
themes for holiday gifts?
@ExperianMkt
Tweet using the hashtag #shareinsight
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3

4. Traffic Trends

5. Daily Visits to Hitwise Retail 500
Late start to shopping season failed to surpass 2012
Daily Visits to Hitwise Retail 500
Total Visits (in Millions)
250
200
150
100
50
2010
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2011
2012
12/31
12/29
12/27
12/25
12/23
12/21
12/19
12/17
12/15
12/13
12/11
12/9
12/7
12/5
12/3
12/1
11/29
11/27
11/25
11/23
11/21
11/19
11/17
11/15
11/13
11/11
11/9
11/7
11/5
11/3
11/1
0
2013
Hitwise Retail 500 = top 500 online retail websites, excluding auctions, classifieds and buying clubs
5

6. Holiday Milestone Days
Daily traffic levels similar across key shopping days
Total Visits to Hitwise Retail 500 on Holiday Milestone Days
250
Total Visits (in Millions)
200
-1%
-2%
-8%
150
-9%
-3%
-5%
2011
2012
100
2013
50
0
Thanksgiving Black Friday
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Cyber
Monday
Free
Shipping
Christmas
Day After
Christmas
6

7. Demographics of Retail Visitors
More likely to be affluent, female & over 35
Share of Visits
HH Income
35%
30%
25%
20%
15%
10%
5%
0%
Gender
+4%
Male
+14%
< $30k
$30k $59.9k
+17%
$60k - $100k - > $150k
$99.9k $149.9k
Hitwise Retail 500
Online Pop
Female
+8%
0%
10%
20%
40%
50%
Hitwise Retail 500
Online Pop
DMA
40%
+10%
New York, NY
30%
60%
Share of Visits
Age
Share of Visits
30%
+4%
Los Angeles, CA
20%
Chicago, IL
10%
Philadelphia, PA
0%
Boston et al, MA-NH
18-24
25-34
Hitwise Retail 500
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35-44
45-54
Online Pop
55+
+11%
+6%
0%
2%
Hitwise Retail 500
4%
6%
8%
Online Pop
7

8. Mosaic Groups
Affluent boomers & families are largest group of shoppers
Share of Visits to
Hitwise Retail 500
for Top 4 Mosaic
Groups
Share of Website
Traffic from Top 4
Mosaic Groups
Amazon.com
27%
30%
Walmart
5%
20%
Target
4%
27%
BestBuy
3%
29%
Macy*s
2%
35%
Share of Visits to
Hitwise Retail 500
for Top 4 Mosaic
Groups
Share of Website
Traffic from Top 4
Mosaic Groups
NASTY GAL
0.06%
55%
White House
Black Market
0.06%
54%
West Elm
0.08%
61%
0.13%
52%
0.24%
55%
Mosaic Groups
Websites
+12%
+9%
+7%
+4%
A - Power Elite
B - Flourishing Families
C - Booming with Confidence
D - Suburban Style
L - Blue Sky Boomers
E - Thriving Boomers
I - Family Union
F - Promising Families
M - Families in Motion
N - Pastoral Pride
H - Middle-class Melting Pot
O - Singles and Starters
J - Autumn Years
Q - Golden Year Guardians
Websites
R - Aspirational Fusion
G - Young, City Solos
S - Economic Challenges
K - Significant Singles
P - Cultural Connections
0%
2%
4%
6%
Share of Visits
Hitwise Retail 500
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Online Pop
8%
Pottery Barn
Kids
Neiman Marcus
Online
8

9. Total Visits to Retail Categories – December
Increased visits to department store websites
Retail Categories - Dec 2013 vs 2012
+6%
Department Stores
-5%
Rewards & Directories
-9%
Apparel & Accessories
Auctions
-18%
House & Garden
-14%
Appliances & Electronics
Dec-13
-7%
Sport & Fitness
Dec-12
-7%
Computers
-10%
Toys & Hobbies
-19%
Video & Games
-2%
-
200
400
600
800
1,000 1,200 1,400 1,600 1,800 2,000
Total Visits in Millions
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10. Total Visits to Hitwise 500 Retail Websites
49% of visits went to Top 10 websites
Highest Growth YoY
Total Visits to Retail Websites - Dec
2013 vs 2012
Amazon.com
Walmart
Target
BestBuy
Macy*s
Kohls.com
Sears
JC Penney
The Home Depot
TOYS 'R' US - USA
QVC.com
Overstock.com
Kmart.com
Lowe's
GameStop
Walgreens.com
Zappos.com
Shutterfly
Barnes & Noble
Fandango
1.
Dec-12
+29%
+1%
Microsoft Store
+172% YoY
H&M
+139% YoY
Personalization Mall
+122% YoY
Dummies.com
+ 106% YoY
7.
CCS
+82% YoY
8.
1-800-Diapers
+81% YoY
9.
Dec-13
+224% YoY
6.
+4%
Fitbit
5.
+3%
2.
4.
+2%
+285% YoY
3.
+30%
Fanatics.com
zZounds
+75% YoY
10. Wayfair
11. Zara
0
200
400
600
800 1000
Total Visits in Millions
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+69% YoY
12. Big 5 Sporting Goods
+6%
+70% YoY
+67% YoY
13. SAMMY Dress
+65% YoY
14. Dell
+57% YoY
15. Hobby Lobby
+54% YoY
10

11. Mobile Market Share of Visits – December
Visits to mobile shopping websites increased 13% YoY
Mobile Market Share of Visits by Category
+20%
Department Stores
Apparel & Accessories
+3%
-28%
Rewards & Directories
Sport & Fitness
+7%
House & Garden
+12%
Appliances & Electronics
Auctions
Toys & Hobbies
Computers
Video & Games
0.00%
Dec-13
-22%
Dec-12
+31%
+3%
-32%
-30%
0.50%
1.00%
1.50%
2.00%
2.50%
Share of Visits
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11

12. Market Share of Visits – PC vs Mobile Websites
Large retailers have bigger mobile presence
Market Share of Visits to Appliance &
Electronics Websites - Dec 2013
Market Share of Visits to Department
Store Websites - Dec 2013
Amazon.com
Wal-Mart
Target
Macy's
Kohl's
Sears
JC Penney
QVC
Overstock.com
Kmart
HSN
Nordstrom
Costco
Fingerhut
Amazon 48%
on PCs vs
56% on Mobile
0%
20%
40%
60%
BestBuy
Newegg.com
Sprint - Shop
TigerDirect.com
Virgin Mobile USA
Office Depot
RadioShack
B&H Photo Video
woot!
H.H.Gregg
U.S. Cellular…
Fry's Outpost.com
OfficeMax
Buy.com
Virgin Mobile
0%
Share of Visits
Mobile
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PC
Best Buy 25%
on PCs vs
35% on Mobile
10% 20% 30% 40%
Share of Visits
Mobile
PC
12

13. Drivers of
Traffic

14. Upstream Traffic to Hitwise Retail 500
Social & email comprised higher share of marketing mix
Upstream Traffic to Hitwise Retail 500
-13%
Search Engines
Shopping & Classifieds
+11%
Social Networking & Forums
+39%
Email Services
+44%
Entertainment
+24%
Business & Finance
Dec-13
Dec-12
+11%
Lifestyle
+2%
Rewards & Directories
-16%
Portal Frontpages
-45%
News & Media
+7%
0%
5%
10% 15% 20% 25% 30% 35% 40% 45% 50%
Share of Upstream Traffic
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15. Downstream Traffic to Hitwise Retail 500
Store openings on Thanksgiving drove increased email
activity
Downstream Traffic to Hitwise Retail 500
Peak Days by Channel
35%
Rewards &
Directories –
Cyber Monday
Share of Downstream Traffic
30%
25%
Search – Black
Friday
20%
15%
Email –
Thanksgiving
10%
5%
Search Engines
12/31
12/28
Social Networks
– Black Friday
Social Networking & Forums
Email Services
12/25
12/22
12/19
12/16
12/13
12/10
12/7
12/4
12/1
11/28
11/25
11/22
11/19
11/16
11/13
11/10
11/7
11/4
11/1
0%
Rewards & Directories
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16. Downstream Traffic from Email
Increases on several major milestone days
Thanksgiving – YoY
Change
Email Downstream Traffic to Retail 500 on Holiday Milestones
12%
10%
1. Amazon +70%
+9% +3%
2. Walmart +49%
-8%
3. Best Buy +14%
8%
+5% +4%
6%
0%
4. Target -20%
5. Macy’s +50%
Christmas –YoY
Change
4%
1. Amazon +39%
2%
2. Walmart +54%
3. Macy’s
0%
Thanksgiving Black Friday
Cyber
Monday
2011
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Free Shipping Christmas
2012
2013
Day After
Christmas
+18%
4. Best Buy -25%
5. Kohl’s
-30%
16

17. Traffic from Social Networks
Instagram, Tumblr & Google+ represented larger share
Upstream
Websites
Dec-13
YoY Percent
Change
Highest Share of Downstream Traffic
1. Amazon
+36% YoY
2. Walmart
-3% YoY
Facebook
5.32%
38%
YouTube
1.65%
55%
3. Target
-2% YoY
Pinterest
0.14%
5%
4. Macy’s
+11% YoY
Twitter
0.11%
29%
5. Best Buy
+3% YoY
Yahoo!
Answers
0.05%
-8%
Reddit
0.04%
385%
Linkedin
0.04%
Google+
0.04%
Retail Websites - Highest Increases
Tumblr
0.03%
0.03%
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+262% YoY
32%
2. Fitbit
+261% YoY
103%
3. Beats by Dr. Dre
+212% YoY
4. Fanatics.com
+211% YoY
5. Dermstore
Instagram
1. Wayfair
+150% YoY
199%
98%
17

18. Social Traffic to Wayfair
Significant traffic increases from social efforts
Upstream Social Networks
1. Facebook – 12% +293% YoY
2. YouTube – 1% +83% YoY
3. Pinterest – 0.3% -28% YoY
Facebook #2
source of traffic
in December
4. Houzz – 0.1% +90% YoY
5. LinkedIn – 0.06% +408% YoY
6. Google+ – 0.01% +123% YoY
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19. Social Traffic to Beats by Dre
Video content was a major driver for social traffic
Upstream Social Networks
1. YouTube – 16% +487% YoY
2. Facebook – 4% +3% YoY
3. Twitter – 0.2% -27% YoY
4. Yahoo! Answers – 0. 2% +123% YoY
YouTube #2
source of
traffic in
December
5. CafeMom – 0.07% New
6. Ask.fm – 0.07% up New
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20. Downstream Traffic from Instagram
Younger & sport-oriented brands gaining traffic
Downstream Traffic from
Instagram - Dec 2013
Amazon.com
Walmart
Forever 21
+12% YoY
Target
Foot Locker
23isBACK.com
+20% YoY
Macy*s
GameStop
Finish Line
+4% YoY
Shutterfly
BestBuy
TOYS 'R' US - USA
Walgreens.com
Victoria's Secret
NikeStore
+118% YoY
0.0% 0.1% 0.2% 0.3% 0.4% 0.5% 0.6%
% Share of Downstream Traffic
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21. Reward & Directories
Affiliate opportunities increased from discount websites
Upstream Websites – New YoY
Total Visits to Rewards & Directories
– Dec 2013
1. Super Clearance
+69% #5
#1 Upstream 2. Sales Toys
Shop at Home
Yahoo! Shopping
Groupon
No More Rack
Coupons.com
Pronto
cnet Reviews
Outrate.net
RetailMeNot.com
Slickdeals.net
NexTag
Bizrate
Ebates
Super Clearance
Swagbucks.com
LivingSocial
compare99
Calibex.com
www.bestbuys.com
My Points
3. Rebate Blast
+56%
+38%
+158%
+110%
+1178%
+52%
+107% #3
#4
4. Cyber Monday 2013
5. Coupon Click Club
HH Income - Dec 2013
+2% #2
+2%
35%
Share of Visits
30%
+2856%
25%
+6%
-2%
20%
-3%
15%
10%
-10%
5%
0%
-
20
40
60
Total Visits (in Millions)
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80
< $30k
$30k $59.9k
$60k $99.9k
$100k $149.9k
> $150k
21

22. Search Trends

23. Hot Products
Uggs, game consoles, tablets & smartphones top the
most wanted lists during holiday season
Top Branded Product Search Terms
4 Weeks Ending Dec 28, 2013
Rank
Search Term
Top Branded Product Search Terms
Week of Thanksgiving/Black Friday
YoY
Change
1
xbox one
2
ps4
1
uggs
+14%
2
uggs
2
ps4
15103%
4
kindle fire hd
3
xbox one
New
5
ipad air
4
fitbit
New
5
kindle fire hd
-33%
6
ipad air
New
1
uggs
7
iphone 5s
New
2
xbox one
8
zoomer
New
2
ps4
9
chromecast
New
4
kindle fire hd
10
wii u
-22%
5
ipad air
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Top Branded Product Search Terms
Week of Cyber Monday
23

24. Variations of Hot Products
iPads and game consoles captured highest volume
Weekly Search Term Variations
0.09%
Share of Searches
0.08%
0.07%
0.06%
0.05%
0.04%
0.03%
0.02%
0.01%
"ugg"
"ps4"
"xbox one"
"fitbit"
"kindle fire"
"ipad"
0.00%
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24

25. Search Activity – PlayStation 4 & Xbox One
Higher demand for the PS4 throughout the season
Search Variations for PlayStation 4 & Xbox One
0.12%
Top PS4 Game Variations
1. Minecraft
2. GTA 5
0.10%
Share of Searches
3. NBA 2K14
0.08%
4. Dead Rising 3
5. Destiny
0.06%
0.04%
Top Xbox One Game Variations
1. Killer Instinct
0.02%
2. Minecraft
0.00%
3. NBA 2K14
4. Halo
5. Zoo Tycoon
"ps4 or playstation 4"
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"xbox one or xbox 1"
25

26. Hot Products – Toys
Zoomer the Robot Dog & Doc McStuffins were popular
Top Branded Product Search Terms
4 Weeks Ending Dec 28, 2013
Search Term
1
ps4
New
2
xbox one
New
3
zoomer
disney infinity
wii u
6
doc mcstuffins check
up center
New
7
barbie dream house
395%
8
tabeo e2
New
9
skylanders swap force
hot wheels car maker
0.0025%
0.0020%
0.0015%
New
10
0.0030%
New
5
0.0035%
New
4
0.0040%
Share of Searches
Rank
YoY
Change
Search Term Variations of "zoomer"
New
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0.0010%
0.0005%
0.0000%
+92%
Share of Searches
Search Term Variations of "doc
mcstuffins check up center"
0.0010%
0.0009%
0.0008%
0.0007%
0.0006%
0.0005%
0.0004%
0.0003%
0.0002%
0.0001%
0.0000%
26

27. Searches for Retailer Specific Coupons
Volume down 26% on average for 5 weeks of holiday
shopping season
Downstream Industries – 4 WE Dec 21, 2013
Searches for Retailer Specific
Coupons
Industry
0.18%
Search
Clicks
YoY
Change
Rewards & Directories
53%
+15%
0.14%
Share of Search Clicks
0.16%
Dept Stores
10%
-15%
0.12%
Apparel
6%
-16%
0.10%
Toys & Hobbies
5%
-30%
Appliances & Electronics
4%
-27%
0.08%
Downstream Websites – 4 WE Dec 21, 2013
0.06%
0.04%
Website
Search Clicks
YoY Change
-20%
Deal Plus
3%
-28%
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1/4
3%
2012
12/28
Savings.com
2013
12/21
+605%
12/14
4%
12/7
DealCatcher.com
11/30
+333
11/23
9%
11/16
Coupons.com
11/9
0.00%
11/2
+70%
10/26
14%
10/19
RetailMeNot
10/12
0.02%
27

28. Key Findings
 Cyber Monday remained the peak day for online traffic although Thanksgiving &
Black Friday followed closely behind with significant activity across all 3 days.
Affluent adults continued to be a key shopping segment online this holiday
season with 23% of visits coming from those earning $100k or more.
 Traffic to mobile shopping websites increased 13% YoY, with the highest growth
in the share of visits to the mobile websites of department stores at 20% YoY.
Visits to department store websites also increased on PCs 6% YoY, especially
with the significant growth in visits to Amazon (+30% YoY).
 Email was key on Thanksgiving day as stores promoted their holiday hours and
promotions, beating out the share of traffic on Cyber Monday, previously the
peak day for email.
 Traffic from social networks like Facebook, YouTube and Instagram increased to
retailers and continue to highlight the opportunities available to interact with your
customers with content beyond just discounts & promotions. Visual content like
photos and video also drive interest, sharing and website traffic.
 Gadgets and game consoles dominated the search activity again this year– the
new PlayStation 4 and Xbox One; Kindle Fire HD and various iPads and
iPhones. Retailer-specific coupon searches were down this year, potentially an
outcome from the increase in email traffic directly from the retailers.
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29. Questions?
Stay connected with us for up-to-date
insights:
consumerinsight@experian.com
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