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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: 12/21/2021


IMPRESSIONS BY CHANNEL:

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.
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CLICKS BY CHANNEL:

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%.
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SPENDING BY CHANNEL:

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.
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RETAIL MEDIA BY CATEGORY:

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

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.
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PAID SOCIAL BY CATEGORY:

"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 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.

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