Criteo finds that the US retail sector is being revitalized through "omnishopping": shoppers are using multiple channel and devices for gift buying.

1. Cyber Monday 2017 - US
November 27, 2017

2. 222 Source:
Takeaways from Cyber Monday 2017
Cyber Monday and Black Friday proved that the US retail sector is being revitalized through
“omnishopping”: shoppers using multiple channels and devices for gift buying.
The number of US online shoppers grew 4.8%
while the number of purchasers grew 13.4%.
The differential between those growth numbers
indicates that shoppers had already done their
“pre-shopping” and were ready to buy when
the big deals of Black Friday and Cyber Monday
were triggered. Cart sizes on Cyber Monday
were an average of $149.
Thanksgiving emerged as the new ecommerce-
driven holiday. Black Thanksgiving had the
highest cart sizes of the season and the highest
percent of mobile commerce: 44% vs 33% on
Cyber Monday.
There was no difference between the average
value of an item bought on a computer vs a
mobile phone: $50.
The conversion pattern for Cyber Monday
shows that purchasing spiked at 9 AM EST,
when shoppers got to work, lunch time (12 – 2
PM) and 9 PM in the hours before deals
expired.
The breakout gifts of the week based on the
increase in what shoppers were searching for
were Google Home Minis, UHDTVs, Instant
Pots, Legos, PS4s, Apple Watches and
Fitbits.
CYBER MONDAY – USCriteo Sponsored Products data: November 1 – 27, 2017

3. 333 Source: Criteo Sponsored Products data: November 1 – 27, 2017
Cyber Monday: US Shoppers grew 4.8% YoY
CYBER MONDAY – US
But the biggest growth in the season came earlier in the month. We are in a post-Election year where
shoppers were clearly feeling confident.
Election
Day 2016

4. 444 Source: Criteo Sponsored Products data: November 1 – 27, 2017
Cyber Monday: Purchasers increased 13.4% YoY
CYBER MONDAY – US
But purchasing increased most the first weekend of the month, and then again around the 13th, when some
retailers triggered deals in advance of Black Friday. Thanksgiving is becoming a big ecommerce day.
Election Day
impacted sales
last year.
Early Black Friday
sales triggered
The Thanksgiving
mobile commerce
phenomenon
Waiting for Cyber
Monday deals

5. 555 Source: Criteo Sponsored Products data: November 1 – 27, 2017
Cyber Monday: Purchasing peaked from 9-10PM EST
CYBER MONDAY – US
Indexed to the Lowest Hour
Midnight
conversions
Shoppers
arrive at work
Lunchtime
plateau
Dinner/
commuting dip
Pre-bed
buy
Shoppers emerged from the holiday weekend ready to buy, and purchasing spiked as they arrived at
work. There was a 9 PM EST purchasing frenzy as they rushed to buy before deals expired.
Note: this data is collected on Eastern time and not normalized by time zone so 9 AM EST = 6 AM PST.

6. 666 Source:
Cyber Monday cart size: on average $149; average item was $50
Criteo Sponsored Products data: November 1 – 27, 2017 CYBER MONDAY – US
Cart size was slightly less than the November average of $155. Discounts were typically at their highest point
of the year, and shoppers may have already purchased their “big gifts” like TVs and gaming systems.

7. 777 Source:
33% of purchasing done on a mobile phone on Cyber Monday
Criteo Sponsored Products data: November 1 – 27, 2017 CYBER MONDAY – US
Shoppers were at work. In contrast, Thanksgiving Day, when they were with friends and family – and likely not
near a computer – they were more likely to buy on their phones. Tablet commerce is less than 10% of total.

8. 888 Source:
The average unit price had little variation by device: $50
Criteo Sponsored Products data: November 27, 2017 CYBER MONDAY – US
2017 Date Device type Average Order Value Average Unit Price Units/Cart Items/Order
11/27 Computer $158 $50
3.2 2.6
11/27 Mobile $131 $50
2.6 2.3
11/27 Tablet $143 $49
2.9 2.5
Average $148 $50
3.0 2.5
Cyber Monday Cart Stats By Device
Shoppers are just as likely to buy high value items on a phone as a computer but computers are for
stocking up: they have 23% more units per cart than those on a mobile phone.

9. 999 Source: Criteo Sponsored Products data: November 19 – 24, 2017 - US
Cyber Week – by Search Volume
Shoppers typically use search on retail sites as a part of the
shopping process no matter where or when they decide to
purchase. They may search weeks or days before they buy,
but the shopping period typically shortens as Black Friday and
Cyber Monday near.
• TVs were the most sought after items from 11/19 - 24. With prices
dropping radically for smart TVs and UDTV, shoppers were in the
midst of a massive upgrade cycle.
• The PS4 unseated the earlier top ranked Nintendo Switch as a
gaming device for the first time this season.
• Fingerlings, the breakout toy of the season and the top ranked
term overall early in November, have been unseated by the more
expensive gifts like TVs, laptops and gaming systems that are
typically bought on Black Friday (+ Fingerlings are sold out).
• Gifters may be using gift shopping time as an excuse to get what
they want: boots are the hot apparel/accessories.
• Home cooks may be getting an Instant Pot or an air fryer this
holiday.
CYBER MONDAY – US

10. 101010 Source: Criteo Sponsored Products data: November 1 – 24, 2017
Breakout Gifts of Cyber Week
• In a world of Amazon Alexa devices, the Google
Home Mini: a $29 Bluetooth speaker/virtual
assistant was the term with the greatest
increase in rank during Black Friday week.
• Wearable electronics: Fitbits and Apple
Watches were increasingly sought after.
• There were two breakout small appliances: the
Instant Pot, a new wave pressure cooker, and
the air fryer, a healthier alternative to deep fat
models.
• While interest in tablets overall has waned, the
iPad has successfully maintained its edge.
• Under Armour was the breakout apparel &
accessories brand for holiday gifting and Ugg
may be keeping feet warm.
CYBER MONDAY – US

11. 111111 Source: Criteo Sponsored Products data: July 1 – November 24, 2017
Top Gifts of Holiday 2017
Here are the breakout gifts based on their increase in retail search volume since July.
1. Fingerlings
2. LOL Surprise
3. Hatchimals
4. Legos
1. Christmas pajamas
2. Adult onesies
3. Michael Kors handbags
1. Nintendo Switch
2. PS4
3. Xbox One
1. Fitbit
2. Instant Pot
3. Apple Watch
4. Smart TV
5. UHDTV/4K
CYBER MONDAY – US

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About the Criteo Retail Data » US
• Shoppers: Unique users seen on our network in a given time period
• Purchasers: Unique users that complete a transaction on our network
• AOV: Average order value of a completed transaction
• Data represents billions of product searches and millions of completed transactions on retail sites.
• Data is compiled from retailers in the Criteo Sponsored Products network, which in the US
includes retailers such as: Walmart, Target, Best Buy, Toy’s R Us, Kohl’s, Costco, Kmart, Wayfair
and Macy’s.
• Sponsored Products are ads for specific items that appear relevant to the shopper and to what
they are shopping for. Brands buy the ads to increase awareness and drive sales of their goods
wherever they may appear on these retail sites. They buy on a CPC (cost per click) model and bid
on keyword terms like for paid search placements.
• Criteo has access to actual shopper data so that the company can calculate which sales result
from an ad impression run on the retail network. The data is all non personally identifiable and
used in aggregate.

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About Criteo
Criteo (NASDAQ: CRTO), the leader in commerce marketing, is building the highest
performing and open commerce marketing ecosystem to drive profits and sales for
retailers and brands. More than 2,700 Criteo team members partner with 17,000
customers and thousands of publishers across the globe to deliver performance at
scale by connecting shoppers to the things they need and love. Designed for
commerce, Criteo’s Commerce Marketing Ecosystem sees over $550 billion in annual
commerce sales data. For more information, please visit www.criteo.com.
For information on commerce marketing and updates on Holiday 2017 throughout the
season go to: Criteo.com/insights