The single largest shopping day in the world proved its title again this year as Single’s Day 2016 reached record-breaking figures on November 11th.
In fact, performance was so strong in 2016 that revenue outperformed 2015 as early as 8pm this year, according to Tech Crunch, and reported a final figure for the day’s trading at a staggering $17.8 billion.
To emphasize the day’s overwhelming performance, within the first hour of the day, order volume reached a record-breaking 175,000 orders per second, according to Clavis Insight. Additionally, USA Today reported that total sales in the first two hours passed $5 billion, with 84% of sales coming from mobile devices.
To put these numbers in context, 2015’s Thanksgiving Day and Black Friday, generated a total of $4.45 billion online throughout the entire weekend, according to Adobe.
US NETWORK STATS
When delving into Affiliate Window’s network performance, specifically, the below statistics show the uplift in activity on Singles Day 2016 vs. 2015. Not only were consumers purchasing more, they were also spending more when they did, with average order values (AOV) up by 12%.
SALES: 17% Increase in advertiser sale YoY
REVENUE: 32% Increase in advertiser revenue YoY
COMMISSION: 68% Increase in publisher commissions YoY
AOV: 12% Increase
TOP PERFORMING SECTORS
Looking at the graph below, we can see that Department Stores remained the most popular sector with 84% of transactions across the day, followed by Clothing and Electronics. Hotels and Accommodation dropped from third place to fifth, year over year.
Looking at the sectors driving this activity there is a clear trend. There is significant appetite for clothing, health and beauty products from Chinese consumers.
Looking at the graph above, we can see that Department Stores remained the most popular sector with 84% of transactions across the day, followed by Clothing and Electronics. Hotels and Accommodation dropped from third place to fifth, year over year.
PEAK TRADING PERIOD
Throughout the day on November 11th, the network saw peak purchasing periods at night, shown below.
- EST: 9-10pm
- PST: 6-7pm
SINGLE’S DAY 2017
With Single’s Day becoming a crucial fixture on the US retail calendar, it is important to plan ahead to maximize the holiday next year.
Not only do we see Chinese consumers show interest in US brands, but we also see that Chinese Americans are purchasing heavily on this day as well.
Advertisers and publishers alike should be looking to focus their efforts on this market and benefit from the largest single shopping event in the world.
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