Rakuten Marketing has today released findings from data collected on Single’s Day and Click Frenzy which for the first time ever, fell over three consecutive days (Nov 11 – 13).
Pulled from Rakuten Marketing’s award-winning affiliate network, the data reveals that the new back-to-back shopping format did not stop consumers from spending, with record-breaking sales recorded by both Alibaba and Click Frenzy.
Within the Rakuten Marketing affiliate network, Single’s Day orders rose by 83 per cent compared to 2018 with the average order value (AOV) sitting at $149.21. Click Frenzy orders also increased this year by 54 per cent and the AOV sat slightly lower at $133.85.
Outside of China, Single’s Day orders were primarily driven by consumers in Australia (26 per cent), Singapore (15 per cent) and South Korea (11 per cent), indicating a growing popularity of the sales event outside of its origin country and into new regions.
For Australian consumers, desktop accounted for the highest amount of orders for both shopping days (53 per cent for Single’s Day and 58 per cent for CF) followed by mobile (45 per cent and 40 per cent) and a mere two per cent of orders were made on tablets for both events. During Single’s Day, more clicks were generated on mobile (50 per cent) rather than desktop (48 per cent) suggesting that consumers initially browsed deals on their mobiles but ultimately converted on their desktops.
On Single’s Day, apparel & accessories proved to be the most successful vertical, accounting for the majority (43 per cent) of Australian orders. This was followed by beauty & personal care (9 per cent) and footwear (8 per cent). Consumer preferences were similar during Click Frenzy, however overall, apparel & accessories dropped four per cent as did beauty & personal care by 3.1 per cent.
Commenting on the results, Rakuten Marketing managing director international Anthony Capano said: “Click Frenzy and Single’s Day are continuing to gain traction and grow in popularity. These sorts of shopping events have shifted the e-commerce landscape, changing consumer expectations and shopping habits for this time of year.
“It’s vital for marketers to be across consumer trends within these sales periods which is why Rakuten Marketing is dedicated to bringing this data to light. With Black Friday and Cyber Weekend this week and sales continuing through to the end of the year, insights from Rakuten Marketing’s data provide a great opportunity for retailers and e-commerce marketers to be well-informed for decisions ahead.”
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