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: 12/21/2021
Retail media impressions dropped just 2% last week compared to the week before that, indicating that shoppers are still active in the channel. Paid search impressions were down 9% in that same period, while paid social dropped 10% as the shopping season starts to wind down.

Ad clicks for Consumer Goods & Retail advertisers across channels were also down as we reach the end of the holiday season, with paid search clicks down 12% over the previous week, paid social down 9% and retail media down 7%.

Both the number of clicks on paid search ads and the price of those ads have declined since the weeks of Black Friday and Cyber Monday, leading to total weekly spending being down about a third since its peak. Both retail media and paid social have dropped less since the week of Thanksgiving, and were only down 2% last week compared to the previous week.

Spending for retail media ads was still up for some categories, like Hygiene & Toiletries, Beverages and Toys & Games.

Footwear was something of an anomaly for paid search spending by category, with investment increasing 23% over the previous week when nearly every other category was down. Both the Food and Beverages categories outperformed the overall channel in terms of week-over-week spending, which could signal a pivot from gifts to preparing to entertain for the holiday.

"Other" Home & Garden advertisers continue to push social spending week-over-week, while Sports Gear & Apparel brands have started to wind down spending the most. The Food category here also points to the shift from gifts to entertaining.

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Skai Paid Search Holiday Toolkit
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