While Americans everywhere recently feasted on Thanksgiving dinners, we here at Kenshoo wanted to see how consumers in the U.S. indulged in online shopping on some of the key dates that unofficially kick off the holiday shopping season.
Here are some of the early findings of note, through Black Friday*:
- Search spend rose slightly: Total search spend was up 3.7% vs. same period last year
- Search budgets are being directed toward Shopping campaigns: Product ad spend within search was up 35% over last year for the entire period
- Mobile product ads saw even more spend growth: Spend for product ads on mobile climbed 85% YoY and now make up 10% of total search spend for the period
- Overall mobile search spending saw much bigger investments year-over-year (YoY): Mobile search spend for the entire period increased 64% over last year
And what about those key dates?
- Retailers are seeing more opportunity on Thanksgiving: Thanksgiving saw an increase of 19.6% in search spend YoY while Black Friday spend remained relatively flat
- Mobile is driving clicks: Half of all retail search clicks on Thanksgiving and Black Friday were on a smartphone
And what if we go across the pond?
The headline here is quite clearly that “Black Friday” is now taking a hold in the U.K. with YoY search spend up nearly 14% and sales up nearly 25% for the day.
We’ll be tracking the trends throughout the season across search, as well as social, so stay tuned for more insights!
Note on the Methodology*: The data analyzed in this report reflects a representative cross-section of Kenshoo clients (advertisers and agencies) managing paid search and social programs for the retail vertical with active campaigns tracking impressions, clicks, conversions and revenue from November 1-27, 2015. All year-over-year (YoY) comparisons are from retailers engaged in paid search marketing in both the 2014 and 2015 seasons so key metrics can be considered “same store sales.”