Chicago, IL (Vocus) November 30, 2010
Performics (http://www.performics.com), the performance marketing expert inside Zenith Media, part of Publicis Groupe, today released paid search holiday retail data through Cyber Monday, documenting substantial sales growth from paid search among actively managed campaigns. The data represents clients within Performics’ Holiday Retail Group and signals big returns for the busiest online shopping day of the season: Cyber Monday sales were up 60 percent. While industry estimates called for a still impressive 20-25 percent increase, Performics advertisers with the most aggressive Cyber Monday deals contributed to this considerable growth.
Furthermore, preliminary reporting on the first half of the Cyber-Stretch (the eleven day period that began the Wednesday before Thanksgiving and ends this Saturday) shows substantial growth for Performics same-store retailers on Thanksgiving Day. Notably, Thanksgiving Day sales grew by 89 percent, compared to a more modest 22 percent on Black Friday. While Thanksgiving Day sales are in total smaller than Black Friday or Cyber Monday, with this level of growth and a heightened focus on pre-Black Friday advertising, Thanksgiving Day might one day become the biggest day for eCommerce sales.
In three key performance indicators (KPIs): same-store sales, order volume and average order size (AOS), results increased dramatically year-over-year (YOY) and further separated 2010 from the abysmal 2008 holiday season. All KPIs significantly beat previous forecasts for Thanksgiving, Black Friday and Cyber Monday. Overall growth has been solid throughout the final week of November, and given that AOS grew on Thanksgiving Day and Cyber Monday, many people probably purchased larger ticket items or more items on those two days in particular.
As the season progresses, Performics will closely monitor key performance indicators for its Holiday Retail Group. The company will continue to track advertiser performance during the remainder of the Cyber Stretch and the last week of free standard shipping prior to Christmas, releasing ongoing updates to its holiday paid search forecasts and findings on its blog throughout the season.
Performics integrates the art & science of Performance Marketing to optimize digital actions that accelerate brand engagement, participation, leads and sales. Our performance specialists are certified experts and recognized thought leaders whose proficiency in paid search, SEO, feeds, social, display, mobile and affiliate empowers our clients to make smart decisions about their digital spend and increase ROI. As the performance marketing agency for Zenith Media, part of Publicis Groupe, the top global spender in search, Performics leverages exclusive partnerships with leading publishers for scale and innovation. Headquartered in Chicago, with offices in Atlanta, Los Angeles, New York and internationally, Performics is MarketingNext.