With Click Frenzy (November 9-11) and Singles’ Day (November 11) behind us, marketers have their eyes set on Cyber Weekend. Rakuten Advertising’s network data echoes broader regional and industry trends, and can be used to help brands and publishers prepare for the upcoming holiday period.
Overall network data shows that while the 3-day period that covers both shopping events saw moderate YoY sales growth of 7%, this was driven by an increase in sales in Australia over the 3 days (+23%), and a downturn in sales in China over Singles’ Day (-23%). These results highlight the different market conditions by country within the APAC region.
Australia’s Click Frenzy & Singles’ Day Performance:
This year’s Click Frenzy event again coincided with Singles’ Day. In 2020, the strongest performing day of the 3-day period was Singles’ Day, however in 2021, November 9th drove 31% more sales than Singles’ Day, suggesting a shift in earlier consumer spending and brands promoting offers earlier than November 11th.
Collectively, looking at the 3-day period incorporating Click Frenzy and Singles Day YoY and comparing same store results, sales increased 23% YoY, orders increased 14% YoY and AOV increased 8% YoY.
Based on these results, Rakuten Advertising predicts that Black Friday and Cyber Weekend will see the continuation of what is being referred to as ‘revenge shopping’, as Australians enjoy eased restrictions after a prolonged period of stay-at-home orders, quarantine mandates, and business closures. At the same time, consumers are emerging post-pandemic as more online-savvy, price-sensitive shoppers who are more comfortable than ever transacting via mobile.
China’s Singles’ Day:
Alibaba recorded an 11% increase in sales over Singles’ Day, compared to 93% increase last year, in line with a more subdued celebration of the event in China this year. Demand is weaker amid the uncertainties brought on by the pandemic, and Singles’ Day is now competing with other e-commerce festivals throughout the year. These changing dynamics are reflected in Rakuten Advertising’s network data, which saw sales decrease 23% YoY, mainly driven by a 22% decrease in AOV.
What are consumers in APAC shopping for?
Notably, network data shows that in the week of November 4th – 11th, the travel vertical saw significant year-on-year growth of 417%, as borders open and consumer confidence in travel bookings return in what has been coined as ‘revenge travel’. Other notable growth verticals include pet products (162%), food & drink (124%) and home improvement (83%). This points to a shift in behaviour, where consumers continue to spend in growth verticals that emerged during lockdown periods. Apparel also showed a 12% year-on-year growth.
Over the same period, shopping (20%) and subnetwork (43%) publishers saw significant year-on-year sales growth.
Another noteworthy data point is that shoppers in Asia-Pacific are much more comfortable making purchases on their mobile devices post-pandemic. A year-on-year analysis shows that during in the week from November 4th – 11th, orders made via mobile devices increased from 41% to nearly half (47%) of all orders.
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