64%
Black Friday in 2018 saw notable increases in sales (+277%) and traffic (+88%). On the Sunday of that weekend, sales spiked by +117% and traffic by +36%.
Consumer activity on Cyber Monday remained higher than usual, with sales and traffic up by +104% and +24%, respectively.
Conversion rates stayed high throughout Black Friday weekend and the weeks approaching Christmas, peaking at +116%
71%
+156%
CYBER MONDAY
600
500
400
300
200
100
0
Japan
Top Category
Traffic
Source: Weekly share of mobile sales in 2018. Criteo Data. All retail, United Kingdom.
+40%
432
0
Sales
In addition to significant increases seen on Black Friday 2018, the Sunday of Black Friday weekend saw sales (+88%) and traffic (+57%) spike.
Cyber Monday remained high with sales and traffic increases of +54% and +22%, respectively.
Conversion rates stayed elevated throughout Black Friday weekend and the weeks approaching Christmas, peaking at +44%.
Fashion / Luxury Sales
Oct Nov Dec
BLACK FRIDAY
+206%
Mobile & Apps
Sales
CYBER MONDAY
Black Friday + Christmas Eve
1 5 11 16 21 26 31 5 10 15 20 25 30 5 10 15 20 25 30
Mobile & Apps
Sales
+181%
+221%
Indexed Daily Sales by Category in United Kingdom
400
Traffic
CYBER MONDAY
65%
63%
61%
59%
57%
55%
53%
Shopping Peaks
Mobile skyrockets right before key festive season dates. Last year, mobile share peaked at 71% on Christmas Eve and hit a similar high a week later, on New Year’s Eve.
Poland
71%
2018 Daily Sales by Category in Sweden
+503%
+151%
Home Improvement / Garden / Interior Design
65%
Mobile & Apps
300
250
200
150
100
50
0
Sales
500
400
300
200
100
0
Source: Weekly share of mobile sales in 2018. Criteo Data. All retail, France.
+432%
Sales
1 5 11 16 21 26 31 5 10 15 20 25 30 5 10 15 20 25 30
CYBER MONDAY
600
500
400
300
200
100
0
428
Source: Indexed values based on average daily sales in the first four weeks of October 2018. All Retail, Germany. Criteo Data.
500
400
300
200
100
0
+68%
Source: Indexed values based on average daily in-app sales and traffic in October 2018. All Retail, Mexico. Criteo Data.
Oct Nov Dec
Traffic
Sales
600
500
400
300
200
100
0
Black Friday in 2018 saw high increases in sales (+279%) and traffic (+141%). On Sunday of that weekend, sales more than tripled (+214%).
Shoppers were still active on Cyber Monday, when sales and traffic went up by +137% and +66%.
Conversion rates stayed high throughout Black Friday weekend and the weeks approaching Christmas, peaking at +61%.
1 5 11 16 21 26 31 5 10 15 20 25 30 5 10 15 20 25 30
Asia Pacific
Shopping Peaks
Sales
Black Friday
Shopping Peaks
+ Switzerland
+114%
+243%
0
200
100
0
Fashion / Luxury Sales
Top Categories
1 5 11 16 21 26 31 5 10 15 20 25 30 5 10 15 20 25 30
Traffic
EMEA
500
400
300
200
100
0
70%
169
1 8 15 22 29 5 12 19 26 3 10 17 24 31
+251%
Traffic
+101%
CYBER MONDAY
EMEA
Black Friday in 2018 saw massive increases in sales (+469%) and traffic (+235%). The Sunday of Black Friday weekend also saw spikes in sales (+163%) and traffic (+89%). Cyber Monday remained busy: Sales and traffic went up by +187% and +90%.
A quick and significant surge happened after Christmas: Sales (+103%) and traffic (+123%) more than doubled.
Conversion rates were high on Black Friday, Cyber Monday, and the weeks approaching Christmas, peaking at +92%.
1 5 11 16 21 26 31 5 10 15 20 25 30 5 10 15 20 25 30
+373%
+90%
Sales
BLACK FRIDAY
+437%
+51%
Sales
+ Netherlands
48%
Traffic
+63%
0
BLACK FRIDAY
CYBER MONDAY
BLACK FRIDAY
CYBER MONDAY
Americas
+277%
CYBER MONDAY
BLACK FRIDAY
United Kingdom
Source: Indexed values based on average daily in-app sales and traffic in October 2018. All Retail, Turkey. Criteo Data.
Black Friday + Christmas Eve
Sales
EMEA
63%
201
47%
45%
43%
41%
39%
37%
47%
Oct Nov Dec
December
Black Friday
BLACK FRIDAY
Source: Indexed values based on average daily in-app sales and traffic in October 2018. All Retail, Brazil. Criteo Data.
Oct Nov Dec
BLACK FRIDAY
700
600
500
400
300
200
100
0
Traffic
100
+279%
Oct Nov Dec
Black Friday
379
BLACK FRIDAY
400
1 5 11 16 21 26 31 5 10 15 20 25 30 5 10 15 20 25 30
El Buen Fin
Black Friday
Sales
BLACK FRIDAY
On Black Friday in 2018, Fashion/Luxury products were high on shoppers’ lists, with sales climbing to +243%.
On Black Friday on 2018, in-app retail sales increased by +114% and traffic increased by +43%.
In-app conversions surged on Black Friday and again later, reaching a peak increase of +63% during the first week of December.
Mobile share of sales hit a high point on Christmas Eve, at 47%.
On Black Friday in 2018, mobile retail activity spiked, with in-app sales increasing by +129% and traffic by +60%.
App sales also peaked on Cyber Monday (+156%) and Travel Tuesday (+163%).
Traffic
Mobile & Apps
Traffic
Oct Nov Dec
Americas
Indexed Daily Traffic & Sales in Germany
+151%
Traffic
351
Source: Weekly share of mobile sales in 2018. Criteo Data. All retail, Spain
Home Improvement / Gardening / Interior Design
472
CYBER MONDAY
BLACK FRIDAY
Source: Indexed values based on average daily sales in the first four weeks of October 2018. All Retail, Switzerland. Criteo Data.
Fashion / Luxury
Indexed Daily Sales by Category in United States
Last year, sales of Fashion/Luxury goods shot up +406% on Black Friday.
Traffic
57%
Indexed Daily Sales by Category in Poland
BLACK FRIDAY
Sales
132
Indexed Daily Sales by Category in Spain
Home Improvement / Gardening / Interior Design
800
600
400
200
0
Indexed Mobile Shares for Retail in Germany
51%
51%
On Black Friday in 2018, Sporting Goods sales saw the highest peak. Sales of Fashion/Luxury and Health/Beauty products also spiked.
+206%
EMEA
Sales
Indexed Daily Traffic & Sales in South Korea
BLACK FRIDAY
46%
+64%
Black Friday
Home Improvement / Garden / Interior Design Sales
582
Europe, the Middle East, and Africa
CYBER MONDAY
1 5 11 16 21 26 31 5 10 15 20 25 30 5 10 15 20 25 30
Top Category
Traffic
+90%
+372%
Mobile & Apps
+482%
236
Shopping Peaks
Conversions
Source: Weekly share of mobile sales in 2018. Criteo Data. All retail, Sweden.
Sales in lots of categories skyrocketed on Black Friday.
From Flowers and Gifts to Sporting Goods, Black Friday 2018 was a huge day across product categories.
100
Oct Nov Dec
Sales
Mobile & Apps
1 8 15 22 29 5 12 19 26 3 10 17 24 31
Shopping Peaks
+103%
64%
Mobile & Apps
Source: Indexed values based on average daily in-app sales and traffic in October 2018. All Retail, Singapore. Criteo Data.
+ United Kingdom
Sales
Source: Weekly share of mobile sales in 2018. Criteo Data. All retail, Switzerland.
Black Friday + Christmas Eve
Sales
BLACK FRIDAY
335
Black Friday
Black Friday
CYBER MONDAY
473
CYBER MONDAY
200
100
0
Conversions
+ Singapore
+66%
Traffic
Download the Full Report
Traffic
571
196
Mobile & Apps
+45%
1 5 11 16 21 26 31 5 10 15 20 25 30 5 10 15 20 25 30
288
600
Source: Indexed values based on average daily sales in the first four weeks of October 2018. All Retail, France. Criteo Data.
Black Friday + Christmas Eve
Fashion / Luxury Sales
382
Mobile & Apps
Sales
+ Australia
Sales
BLACK FRIDAY
Fashion / Luxury
Source: Indexed values based on average daily sales in the first four weeks of October 2018. All Retail, Poland. Criteo Data.
Top Categories
+81%
+401%
Black Friday
Oct Nov Dec
+85%
49%
47%
45%
43%
41%
39%
37%
35%
1 5 11 16 21 26 31 5 10 15 20 25 30 5 10 15 20 25 30
+ United States
Festive Season
Marketing Report
Sporting Goods
Oct Nov Dec
Black Friday in 2018 saw huge increases in sales (+328%) and traffic (+151%). Cyber Monday was the high point, when sales and traffic went up by +372% and +164%.
Travel Tuesday also saw big spikes in sales (+333%) and traffic (+121%).
Conversion rates stayed high throughout Black Friday weekend and the weeks approaching Christmas, peaking at +95%.
+ Sweden
400
Source: Indexed values based on average daily sales in the first four weeks of October 2018. All Retail, Poland. Criteo Data.
Black Friday
BLACK FRIDAY
The Americas
56%
501
+156%
200
BLACK FRIDAY
200
Sporting Goods
306
Share
+146%
Mobile & Apps
Share
Indexed Daily Traffic & Sales in Russia
Share
Share
CHOOSE A COUNTRY TO DIVE INTO THE DATA
EMEA
400
300
200
100
0
Share
Share
Fashion / Luxury Sales
+24%
Turkey
Share
Share
Share
160
200
100
0
Traffic
+ Brazil
+187%
EMEA
0
Shopping Peaks
EMEA
208
Singapore
Fashion / Luxury
In 2018, Black Friday saw substantial spikes in retail sales (+282%) and traffic (+146%).
On the Sunday following, sales doubled (+109%) and traffic was up (+69%).
Cyber Monday remained elevated, with sales and traffic up by +114% and +50%, respectively.
Conversion rates stayed during Black Friday, Cyber Monday, and the week prior to Christmas, peaking at +55%.
Traffic
+32%
Sporting Goods Sales
Source: Indexed values based on average daily in-app sales and traffic in October 2018. All Travel, Italy. Criteo Data.
Health / Beauty
1 5 11 16 21 26 31 5 10 15 20 25 30 5 10 15 20 25 30
Indexed Daily Traffic & Sales in Japan
+129%
197
1 5 11 16 21 26 31 5 10 15 20 25 30 5 10 15 20 25 30
+188%
Indexed Mobile Shares for Retail in United States
CYBER MONDAY
716
Top Categories
+235%
Shopping Peaks
2018 Daily Sales by Category in France
+43%
Home Improvement / Gardening / Interior Design
Sales
Fashion / Luxury
Shopping Peaks
Black Friday
1 8 15 22 29 5 12 19 26 3 10 17 24 31
EMEA
APAC
+22%
+60%
BLACK FRIDAY
+24%
Sales
Top Categories
South Korea
BLACK FRIDAY
Oct Nov Dec
Indexed Daily Traffic & Sales in Australia
Sales
Sweden
Shopping Peaks
CYBER MONDAY
Source: Indexed values based on average daily sales in the first four weeks of October 2018. All Retail, Spain. Criteo Data.
Oct Nov Dec
Mobile & Apps
Mobile & Apps
Oct Nov Dec
188
+114%
300
Source: Weekly share of mobile sales in 2018. Criteo Data. All retail, Netherlands.
BLACK FRIDAY
Black Friday
Fashion / Luxury
Mobile & Apps
Shopping Peaks
Black Friday
0
Top Category
BLACK FRIDAY
+52%
Black Friday
Traffic
Sales
Black Friday + Christmas Eve
53%
51%
49%
47%
45%
43%
57%
55%
53%
51%
49%
Indexed Daily Traffic & Sales in Spain
Oct Nov Dec
+ Italy
Indexed Mobile Shares for Retail in Poland
Oct Nov Dec
Indexed Daily Traffic & Sales in the Netherlands
300
251
390
Americas
+165%
Fashion / Luxury Sales
Shopping Peaks
100
Traffic
+ Germany
Shopping Peaks
Traffic
Fashion / Luxury
37%
Sales
BLACK FRIDAY
Oct Nov Dec
+81%
143
CYBER MONDAY
Indexed Daily Traffic & Sales in Sweden
CHRISTMAS EVE
203
693
39%
500
300
200
100
0
Health / Beauty Sales
Source: Indexed values based on average daily sales in the first four weeks of October 2018. All Retail, United States. Criteo Data.
200
487
1 5 11 16 21 26 31 5 10 15 20 25 30 5 10 15 20 25 30
BLACK FRIDAY
BLACK FRIDAY
Indexed Daily Traffic & Sales in United States
memorable customer experiences
+152%
Black Friday
CYBER MONDAY
Around the world, the Q4 shopping season is a make-or-break time for retail.
Oct Nov Dec
CYBER MONDAY
CYBER MONDAY
Oct Nov Dec
Top Category
Shopping Peaks
Last year, the mobile share of sales peaked just before the big day, at 51% on Christmas Eve.
300
250
200
150
100
50
0
+81%
Shopping Peaks
281
BLACK FRIDAY
Sales
Oct Nov Dec
+92%
CYBER MONDAY
Sales
Top Categories
Black Friday
Oct Nov Dec
Oct Nov Dec
+136%
CYBER MONDAY
152
BLACK FRIDAY
Sales
BLACK FRIDAY
Black Friday
In 2018, mobile retail activity saw a peak on Cyber Monday with in-app sales increasing by +397% and traffic by +206%.
In-app conversions surged on Black Friday and stayed high until a week before Christmas, peaking at +70%.
Traffic
Oct Nov Dec
Black Friday + Christmas Eve
57%
41%
Oct Nov Dec
Source: Indexed values based on average daily sales in the first four weeks of October 2018. All Retail, Sweden. Criteo Data
600
500
400
300
200
100
0
Sales
BLACK FRIDAY
Indexed Daily Traffic & Sales in Turkey
EMEA
BLACK FRIDAY
+96%
Mobile & Apps
In 2018, in-app retail sales increased by +73% and traffic increased by +96% on Black Friday. In-app sales and traffic on Cyber Monday surged to +159% and +173%.
Travel Tuesday saw in-app sales rise by +150%.
On Black Friday and Christmas Eve, the mobile share of sales peaked at around 53%.
Traffic
Sales
Shopping Peaks
Source: Indexed values based on average daily sales and traffic in the first four weeks of October 2018. All Retail, United States. Criteo Data.
Mexico
1 5 11 16 21 26 31 5 10 15 20 25 30 5 10 15 20 25 30
Black Friday
Source: Indexed values based on average daily sales in the first four weeks of October 2018. All Retail, Switzerland. Criteo Data.
Traffic
0
Inspired by Black Friday’s boost to other countries’ economies, Mexico introduced El Buen Fin in 2011. The nationwide shopping event happens over one weekend each November. Last year, in-app traffic was highest on the first day (+101%) and sales peaked on the last day (+142%) of El Buen Fin weekend.
In-app sales grew throughout December, gradually increasing as Christmas approached. Conversion rates also surged during this period, peaking at +60% just before Christmas.
1 5 11 16 21 26 31 5 10 15 20 25 30 5 10 15 20 25 30
BLACK FRIDAY
El Buen Fin
1 5 11 16 21 26 31 5 10 15 20 25 30 5 10 15 20 25 30
Traffic
200
CYBER MONDAY
300
CYBER MONDAY
Last year, Fashion/Luxury items skyrocketed on Black Friday, with sales up by +428%. Home Improvement sales also increased over that weekend, peaking at +86%.
264
1 5 11 16 21 26 31 5 10 15 20 25 30 5 10 15 20 25 30
Indexed Daily Traffic & Sales in Brazil
BLACK FRIDAY
Sporting Goods
+221%
CYBER MONDAY
+75%
+50%
Source: Weekly share of mobile sales in 2018. Criteo Data. All retail, United States.
CYBER MONDAY
Mobile & Apps
65%
63%
61%
59%
57%
55%
Source: Indexed values based on average daily sales in the first four weeks of October 2018. All Retail, United Kingdom. Criteo Date.
+ South Korea
Source: Indexed values based on average daily sales in the first four weeks of October 2018. All Retail, Netherlands. Criteo Data.
BLACK FRIDAY
57%
+96%
Sales
Europe, the Middle East, and Africa
CHRISTMAS EVE
BLACK FRIDAY
Black Friday
1 5 11 16 21 26 31 5 10 15 20 25 30 5 10 15 20 25 30
Oct Nov Dec
256
45%
Australia
Oct Nov Dec
Indexed Mobile Shares for Retail in the Netherlands
In 2018, mobile retail activity peaked on Black Friday: In-app sales increased by +96% and traffic by +103%.
Sales
Black Friday
Traffic
Oct Nov Dec
51%
Oct Nov Dec
+108%
Source: Indexed values based on average daily sales in the first four weeks of October 2018. All Retail, Spain. Criteo Data.
The Americas
Traffic
Sales
Sales
Indexed Mobile Shares for Retail in Switzerland
+397%
Mass Merchant
CYBER MONDAY
Shopping Peaks
Shopping Peaks
Home Improvement / Gardening / Interior Design Sales
+328%
Flowers & Gifts
506
65%
Indexed Mobile Shares for Retail in Sweden
Top Categories
Indexed Daily Traffic & Sales in Switzerland
Mobile & Apps
EMEA
Top Categories
1 5 11 16 21 26 31 5 10 15 20 25 30 5 10 15 20 25 30
Black Friday + Christmas Eve
+82%
Mobile & Apps
1 5 11 16 21 26 31 5 10 15 20 25 30 5 10 15 20 25 30
1 5 11 16 21 26 31 5 10 15 20 25 30 5 10 15 20 25 30
331
2018 Daily Sales by Category in Germany
1 5 11 16 21 26 31 5 10 15 20 25 30 5 10 15 20 25 30
1 8 15 22 29 5 12 19 26 3 10 17 24 31
Sales
+134%
1 5 11 16 21 26 31 5 10 15 20 25 30 5 10 15 20 25 30
Shopping Peaks
Mobile & Apps
BLACK FRIDAY
Fashion / Luxury
In 2018, Black Friday saw in-app increases in both sales (+45%) and traffic (+40%).
Peaks happened on the Sunday of Black Friday weekend: Sales rose to +66% and traffic to +69%.
+332%
+53%
APAC
CYBER MONDAY
+163%
In 2018, the majority of Black Friday sales occurred on the day itself, with huge increases in sales (+401%) and traffic (+92%). Sunday, two days later, also saw spikes in sales (+217%) and traffic (+61%).
Cyber Monday remained high with sales and traffic increases of +163% and +40%, respectively.
Conversion rates were elevated throughout Black Friday weekend and the weeks before Christmas, peaking at +161%. In a quick after-Christmas surge, sales were up by +89% and traffic by +36%.
+43%
Fashion / Luxury
BLACK FRIDAY
Mobile share peaked at
Top Categories
Oct Nov Dec
Shopping Peaks
Indexed Daily Traffic & Sales in United Kingdom
1 5 11 16 21 26 31 5 10 15 20 25 30 5 10 15 20 25 30
182
265
505
53%
51%
49%
47%
45%
43%
Black Friday
Top Category
Oct Nov Dec
537
Shopping Peaks
1 8 15 22 29 5 12 19 26 3 10 17 24 31
Sporting Goods Sales
Last year, mobile retail activity surged on Singles Day (11/11), with increases in app sales (+58%) and traffic (+42%).
Also in 2018, shoppers were active on Black Friday and the day before: Sales and traffic more than doubled, at +136% and +151%, respectively.
Conversions surged on Black Friday and stayed high after, peaking at +70% a week before Christmas.
Sales
+90%
BLACK FRIDAY
Heath / Beauty
Shopping Peaks
Oct Nov Dec
In 2018, mobile share of sales increased in the weeks leading up to Christmas. With so many last-minute shoppers, mobile share of sales peaked on December 24th at 48%.
Mobile & Apps
Source: Weekly share of mobile sales in 2018. Criteo Data. All retail, Germany
Traffic
Oct Nov Dec
Shopping Peaks
On Black Friday in 2018, Sporting Goods sales saw the highest peak, at +251% in sales. Sales of Fashion/Luxury and Home Improvement also spiked.
+142%
Fashion / Luxury Sales
Sales
+328%
+88%
+593%
BLACK FRIDAY
450
Oct Nov Dec
Black Friday
53%
+ France
+73%
Conversions
264
100
66%
Sporting Goods
+ Turkey
500
400
300
200
100
0
56%
BLACK FRIDAY
Shopping Peaks
1 5 11 16 21 26 31 5 10 15 20 25 30 5 10 15 20 25 30
166
Indexed Daily Sales by Category in the Netherlands
Europe, the Middle East, and Africa
Indexed Daily Traffic & Sales in Mexico
Explore the Global Shopping Trends
+406%
300
200
100
0
Mobile & Apps
Black Friday hasn’t quite reached South Korea, but in 2018, mobile activity surged in December.
In the weeks approaching Christmas, we saw peaks in app sales (+52%) and traffic (+43%).
Brazil
1 5 11 16 21 26 31 5 10 15 20 25 30 5 10 15 20 25 30
Sales
1 5 11 16 21 26 31 5 10 15 20 25 30 5 10 15 20 25 30
377
Fashion / Luxury Sales
CYBER MONDAY
+40%
203
1 8 15 22 29 5 12 19 26 3 10 17 24 31
APAC
Black Friday saw a big in-app sales spike (+134%), and traffic was up (+68%). Conversions increased, too (+39%).
In 2018, traffic surged in travel apps the week between Christmas and New Year’s, rising by 32%.
In-app travel sales didn’t go up at this time however, indicating many consumers may be researching for next year’s travels, but aren’t quite ready to commit.
EMEA
Black Friday saw in-app sales spike (+153%), and traffic was up (+75%).
In-app conversions surged on Black Friday at +44% and stayed elevated until a week before Christmas.
Mobile share of sales hit a peak on Christmas Eve at 56%.
Germany
+54%
BLACK FRIDAY
+129%
On the Sunday following Black Friday 2018, sales tripled (+218%) and traffic nearly doubled (+92%).
Cyber Monday remained elevated, with sales and traffic up by +90% and +33%, respectively.
Conversion rates stayed high throughout Black Friday weekend and the weeks approaching Christmas, peaking at +83%.
Shopping Peaks
Traffic
400
300
200
100
0
Source: Indexed values based on average daily in-app sales and traffic in October 2018. All Retail, Australia. Criteo Data.
Black Friday
+471%
CHRISTMAS EVE
Indexed values based on average daily sales in the first four weeks of October 2018. All Retail, France. Criteo Data.
600
Sales
300
250
200
150
100
50
0
Fashion / Luxury
+181%
1 8 15 22 29 5 12 19 26 3 10 17 24 31
France
Netherlands
186
BLACK FRIDAY
Traffic
Indexed Daily Sales by Category in Switzerland
+81%
United States
Mobile & Apps
Oct Nov Dec
Fashion / Luxury Sales
Sales
497
Sales
+350%
Black Friday
Mobile share of sales reached a peak on Christmas Eve, at 64%
Top Categories
Top Category
48%
Traffic
Mobile & Apps
Source: Weekly share of mobile sales in 2018. Criteo Data. All retail, Poland.
Source: Indexed values based on average daily in-app sales and traffic in October 2018. All Retail, Japan. Criteo Data.
Switzerland
Traffic
Traffic
Traffic
Top Category
+469%
BLACK FRIDAY
100
+48%
Traffic
+141%
1 5 11 16 21 26 31 5 10 15 20 25 30 5 10 15 20 25 30
400
Indexed Mobile Shares for Retail in France
+156%
39%
Italy
Shopping Peaks
Mobile & Apps
1 8 15 22 29 5 12 19 26 3 10 17 24 31
Black Friday 2018 saw huge spikes in retail sales, as did the Sunday after it, which saw increases in sales (+139%) and traffic (+94%). Cyber Monday remained elevated, with sales and traffic up by +152% and +81%, respectively.
Conversion rates stayed high throughout that period, peaking at +53%. A week before Christmas, conversion rates peaked at +42%.
A quick and significant surge also happened after Christmas when sales were up by +79% and traffic doubled.
Sales
+231%
Russia
Indexed Daily Traffic & Sales in Poland
From Black Friday buying patterns to mobile's biggest moments, get the data you need to deliver
that pay off all year long.
Top Category
BLACK FRIDAY
Oct Nov Dec
Source: Indexed values based on average daily in-app sales and traffic in October 2018. All Retail, Russia. Criteo Data.
+44%
Oct Nov Dec
In 2018, the majority of Black Friday sales occurred on the day itself, with huge increases in sales (+401%) and traffic (+92%). Sunday, two days later, also saw spikes in sales (+217%) and traffic (+61%).
Cyber Monday remained high with sales and traffic increases of +163% and +40%, respectively.
Conversion rates were elevated throughout Black Friday weekend and the weeks before Christmas, peaking at +161%. In a quick after-Christmas surge, sales were up by +89% and traffic by +36%.
Flowers & Gifts
Oct Nov Dec
Source: Indexed values based on average daily sales in the first four weeks of October 2018. All Retail, United Kingdom. Criteo Data
Sales
343
Black Friday + Christmas Eve
BLACK FRIDAY
CYBER MONDAY
Oct Nov Dec
+ Poland
500
400
300
200
100
0
Top Categories
Holiday Marketing Report
532
Traffic
Source: Indexed values based on average daily sales in the first four weeks of October 2018. All Retail, Germany. Criteo Data.
Sales
Top Categories
+ Russia
Sales
241
Black Friday
71%
69%
67%
65%
63%
61%
Traffic
200
200
1 8 15 22 29 5 12 19 26 3 10 17 24 31
+290%
+387%
242
Home Improvement / Gardening / Interior Design
Conversions
Indexed Daily Traffic & Sales in Singapore
750
650
550
450
350
250
150
0
53%
Traffic
Source: Indexed values based on average daily sales in the first four weeks of October 2018. All Retail, Netherlands. Criteo Data.
Shopping Peaks
Black Friday
Fashion / Luxury
+156%
Black Friday + Christmas Eve
Source: Indexed values based on average daily in-app sales and traffic in October 2018. All Retail, South Korea. Criteo Data.
Sales
Traffic
Asia Pacific
300
+ Spain
Mobile & Apps
The Americas
In 2018, Singapore saw in-app sales and traffic double on several key dates: 10/10, Singles Day (11/11), Black Friday, and Cyber Monday.
On 12/12, mobile retail activity went through the roof, with huge increases in sales (+616%) and traffic (+405%).
Conversion rates were high during all these events, peaking at 69% on Cyber Monday.
600
500
400
300
200
100
0
Black Friday
+164%
Traffic
Traffic
+153%
300
200
100
0
Traffic
BLACK FRIDAY
+137%
+ Japan
Last year, Fashion/Luxury sales skyrocketed on Black Friday, reaching +471%.
Indexed Daily Traffic & Sales in Italy
229
Mobile & Apps
Asia Pacific
Mobile & Apps
192
+33%
306
Indexed Daily Traffic & Sales in France
500
Were English shoppers upleveling their lives during the 2018 festive season?
Fashion / Luxury sales spiked in a big way on Black Friday itself (+437%), while sales in Home Improvement / Gardening / Interior Design were higher than usual throughout the following weekend.
BLACK FRIDAY
Shopping Peaks
603
300
200
100
0
Mobile & Apps
Spain
+ Mexico
230
Source: Indexed values based on average daily sales in the first four weeks of October 2018. All Retail, Sweden. Criteo Data.
Black Friday saw a big in-app sales spike (+129%), and traffic was up (+24%). Conversions surged, too (+85%).
Does Spain like last-minute smartphone shopping? Mobile share of sales was high on both Christmas Eve and Christmas, peaking at 64%.
72%
70%
68%
66%
64%
62%
+88%
569
100
APAC
300
Traffic
Share
300
Share
Indexed Mobile Shares for Retail in Spain
+282%
Share
EMEA
+104%
Across shopping categories in 2018, Fashion/Luxury sales saw the biggest gains, catapulting to +593%.
Share
Shopping Peaks
Health & Beauty
Share
Share
Share
Share
Share
Trends by Geography
200
175
150
125
100
0
111
US
Indexed Mobile Shares for Retail in United Kingdom