Boxing Day in Australia is about eating too many leftovers; spending time at the beach with the family; the annual Boxing Day test match; and the biggest retail trading day of the year and the start of the post-Christmas sales.
The Australian Retailers Association estimates Aussie consumers spent over $2.5b on December 26th. Eager consumers started lining up to access brick and mortar retailers on Christmas night, with stores extending trading hours, and in the online world, many retailers began their boxing day sales on Christmas Eve.
Rakuten Marketing retail data from December 24th through January 5th shows revenue increased 57% Year-on-Year (YoY), while purchases grew 42% and Average-Order-Value (AOV) climbed 10% from 2017. Data from the companies Australian programmatic and affiliate networks is continued evidence of the robust Boxing Day retail growth, supported by Boxing Day highlights defining consumer shopping behaviours during one of the most critical online shopping periods of the year.
- Mobile experienced a 50% increase in PIPEPC* conversions
- PIPEPC revenue driven via programmatic prospecting campaigns increased 62%
- Retargeting continued to drive strong sales with PIPEPC revenue growing 42%
- Same-store affiliate orders rose 62% YoY with sales rising 43%
- Loyalty and reward publishers drove the highest volume of affiliate sales, followed closely deal and vouchers publisher
When it comes to Boxing Day, the Australian cricket team may not have won the test match, but Australian retailers definitely came out on top setting themselves up for a strong start to 2019.
*PIPEPC – Post-impression, post-engagement, post-click