Boosted by a strong economy, solid consumer confidence, and low unemployment, overall holiday sales nationwide increased by 4.9% and ecommerce sales jumped by 18.1% over 2016. As consumers turned to their phones to research and buy gifts, Adlucent clients saw strong growth in search performance. During the busy Thanksgiving through Cyber Monday shopping weekend, our clients saw orders grow 22%, while revenue increased by 31% over 2016. When we looked at paid search performance for the full Thanksgiving through Christmas Day holiday season, we saw orders up by 35% and revenue growing by 41% YoY—substantially out-performing the national average of 18.1% growth for ecommerce.
Mobile’s steady climb
As retailers have shifted their advertising investments to capture shoppers who research on their mobile phones, we saw mobile search performance soar. In fact, Adlucent clients saw mobile search impressions increase 97% year over year for the holiday season. This growth in traffic resulted in 2X the amount of search orders and 155% more revenue over 2016.
PLAs: A key driver of holiday revenue
Adlucent clients saw PLA revenue increase 48% during the 2017 holiday season fueled by a 43% growth in orders over 2016. When we break down performance by device, we can see that mobile PLAs played a significant role in driving retailer revenue this holiday season. Curious how mobile PLAs performed? Learn more in the report here.
The emergence of Google Express and the Smart Speaker
In November of 2017, we noticed Shopping Ads on Google that displayed “Google Express” in place of the retailer name. These ads lead to a retailer product page on Google Express where a shopper could purchase the item seen in the ad via Google’s payment system.
We noticed that Smart Speaker sales skyrocketed this holiday season with 7% of Americans receiving one during the 2017 holiday season (Black Friday - December). With Google Home closing in on Amazon’s market share, and 57% of all Smart Speaker owners having shopped for an item using voice, we anticipate these devices to play an even greater role in how consumers use voice to shop for holiday gifts next year.
These are just a few of the Holiday 2017 search performance insights. Take a look at our 2017 Holiday Discoveries Report to get the in-depth analysis.