Oct 10, 2018
Written by Sandrine Thompson
A review of last year’s affiliate shopping trends and what they mean for holiday 2018.
One of the best guides to anticipate what will work for this year’s holiday season is a look back at the trends and shopping preferences from last year. Each year, CJ Affiliate releases its key strategies for the holiday season ahead in the Holiday Intelligence Report.
We’ve pulled out the key findings from that report and paired them with some tactics for Advertisers to keep in mind while putting the finishing touches on their 2018 holiday planning. Smart marketers this year will be focused on:
High double-digit growth early in November 2017 and late in December 2017 underscores a growing need for marketers to keep pace with shoppers’ interest to buy at the moments convenient to them. A shift in the timing of holiday shopping occurred during holiday 2017. Across all global markets, there was an increased rate of sales happening both earlier and later in the shopping season. This is a strong signal that shoppers in the US are less inclined to think of Black Friday as the official start of the holiday shopping season.
Growth in orders was highest during the second week of November and third week of December. Promotions before “Peak Week” (the Monday before Thanksgiving to Cyber Monday) and after Free Shipping Day (Dec. 15) found ready buyers who were either set to kick off shopping early or wait until the 10 days leading up to Christmas. Count on the second week of November and third week of December as high conversion time periods—conversion rates during these week’s increased 18% YOY and orders grew 29% YOY.
What you can do now:
Across the global network, the orders and revenue of content, search, and social Publishers grew at a high rate during holiday 2017. As a result, these Publisher types earned top spots in terms of growth across the network during Peak Week 2017. In addition, eMarketer predicts that holiday shopping this year will be more greatly influenced by social platforms than last year.
Here’s how to leverage that in 2018:
Cross-Device shopping paths show there are important differences in shopper’s device usage on Black Friday and Cyber Monday and that smartphones play a key role on both days.
Follow these tips:
By providing new reach and/or tools for shoppers, Publishers can place brands in more places where customers discover brands, review sites, and search results.
Here are a few strategies to boost your program’s reach during critical shopping times: