As shopping continues to migrate online, U.S. retailers saw their biggest fluctuations of the season to date on what most now consider to be the biggest days for online shopping: Thanksgiving Day and Cyber Monday.
That’s according to Kenshoo CMO Aaron Goldman whose digital marketing company recently unveiled performance data for U.S. retail search engine marketing programs during the holiday season to date.
Interestingly, online sales revenue driven by search marketing for the period beginning Nov. 1 and ending Nov. 26 increased 42 percent year-over-year (YoY) while these retailers spent 28 percent more YoY. Also important to note is that Thanksgiving Day saw the highest YoY increase in average order value (AOV), up 19 percent.
Other key findings include:
• Black Friday showed lower YoY revenue growth compared to other key days but still delivered a 24 percent increase.
• Cyber Monday saw the biggest increase in YoY impressions and clicks.
• For the November holiday season period to date, conversion rates showed double-digit growth YoY.
Kenshoo retailers, according to Goldman, were able to capitalize on increased demand during these key dates by leveraging Kenshoo’s advanced automation tools and flexible bid management policies to keep promotions in sync with inventory and control cost-per-click rates.
The rest of the YOY search marketing results for key dates during the holiday period can be found here.