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Channel & Industry Snapshot
Check out industry trends, so you know how to benchmark your performance.
Data last updated: 12/16/2021
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.

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%.

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%.

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.

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

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 Paid Search Holiday Toolkit
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