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Make the most of this holiday season! Unwrap key planning resources, tips, and tricks to get ahead of the chaos and dive into the busiest season with confidence

Channel & Industry Snapshot

Check out industry trends, so you know how to benchmark your performance.


Data last updated: 12/16/2021


IMPRESSIONS BY CHANNEL:

In the week following Cyber Monday, impressions were down across all channels, albeit only slightly for paid social advertisers. In retail media and paid search, impression volume returned to where it was before the week of Black Friday.
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CLICKS BY CHANNEL:

Retail media ad clicks dropped the most coming off of Cyber Monday, down 18% from the previous week. Paid search clicks for Consumer Goods & Retail advertisers declined 16% on the week, while paid social was down 9%.
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SPENDING BY CHANNEL:

After remaining elevated for the weeks of both Black Friday and Cyber Monday, total paid search spending retreated to a level that was still 13% higher than the week before Thanksgiving. Compared to the previous week, retail media spending declined 22% and paid social spending was down 14%.
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RETAIL MEDIA BY CATEGORY:

Everyday categories like Beverages, Hygiene & Toiletries and Food dropped the least coming off the big holiday shopping period, which makes sense, while more gift-friendly categories saw a bigger dropoff.
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PAID SEARCH BY CATEGORY:

Home furniture and footwear saw the biggest decreases in spending off of Cyber Monday, while Food and Health were down the least.
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PAID SOCIAL BY CATEGORY:

Clothing and footwear spending had the biggest downward change for paid social advertising, while Department Stores actually saw an increase in spending.
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Skai Retail Media Holiday Toolkit

Our holiday toolkits are designed to give you all the best-in-class tactics and strategies to save you the effort. Learn from industry experts and easily apply their learnings.





Download the Retail Media Holiday Toolkit for best-in-class recommendations, tactics, and strategies across every retailers and marketplaces.

Download the Toolkit

Skai Paid Search Holiday Toolkit





Download the Paid Search Holiday Toolkit for best-in-class recommendations, tactics, and strategies.

Download the Search Holiday Toolkit

Download the Toolkit





Download the Paid Social Holiday Toolkit for best-in-class recommendations, tactics, and strategies.

Download the Toolkit

These posts are part of the Skai 2021 holidays series that shares publisher insights, tips, and tricks to help you make any last-minute adjustments to your holiday shopping season advertising plans.

2021 Publisher Holiday Trends: Amazon

Welcome, Marketers! Every year around this time, each of our publisher partners provides internal research with helpful data & tips that can shed some light on some of the forces and factors that might come into play during the all-important fourth quarter. This post is part of a Skai 2021 holidays series that shares these...

2021 Publisher Holiday Trends: Walmart

Welcome, Marketers! Every year around this time, each of our publisher partners provides internal research with helpful data & tips that can shed some light on some of the forces and factors that might come into play during the all-important fourth quarter. This post is part of a Skai 2021 holidays series that shares these...

2021 Publisher Holiday Trends: Gopuff

Every year around this time, each of our publisher partners provides internal research with valuable data & tips that can shed some light on some of the forces and factors that might come into play during the all-important fourth quarter. This post is part of a Skai 2021 holidays series that shares these publisher insights...

2021 Publisher Holiday Trends: Instacart

Welcome, Marketers! Every year around this time, each of our publisher partners provides internal research with helpful data & tips that can shed some light on some of the forces and factors that might come into play during the all-important fourth quarter. This post is part of a Skai 2021 holidays series that shares these...

2021 Publisher Holiday Trends: Microsoft Advertising

Welcome, Marketers! Every year around this time, each of our publisher partners provides internal research with helpful data & tips that can shed some light on some of the forces and factors that might come into play during the all-important fourth quarter. This post is part of a Skai 2021 holidays series that shares these...

2021 Publisher Holiday Trends: Pinterest

Welcome, Marketers! Every year around this time, each of our publisher partners provides internal research with helpful data & tips that can shed some light on some of the forces and factors that might come into play during the all-important fourth quarter. This post is part of a Skai 2021 holidays series that shares these...

2021 Publisher Holiday Trends: Roundel

Every year around this time, each of our publisher partners provides internal research with valuable data & tips that can shed some light on some of the forces and factors that might come into play during the all-important fourth quarter. This post is part of a Skai 2021 holidays series that shares these publisher insights...
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