Germany

2016 EMEA Christmas Insights for Digital Marketers

See the latest Christmas Retail insights and consumer behaviour across EMEA to assist with the planning of your 2016 Christmas Bing Ads Retail campaigns. Find out who’s shopping, when shopping peaks occur and what people are buying.

For even more Christmas insights we have prepared detailed decks for each market (in local language).

Click here for more information.

Retail Snapshot

Top 3 retail shopping days

2015 Cyber Weekend Online Spend Top 5 retail sub-categories on Bing Ads

Online % of total retail sales per market

65 B €France

Clothing & Accessories

Clothing & Accessories

Clothing & Accessories

Clothing & Accessories

Clothing & Accessories

Clothing & Accessories

Home & Garden

Home & Garden

Home & Garden

Home & Garden

Home & Garden

Home & Garden

Electronics

Watches & Jewelry

Electronics

Flowers & Greetings

Electronics

Electronics

Toys & Hobbies

Department Stores

Deals & Coupons

Toys & Hobbies

Deals & Coupons

Toys & Hobbies

Shoes

Cosmetics

Books

Beauty & Personal Care

Other Retail

Other Retail

14.7 B €Italy

1.4B €Italy

332M €Germany⁴

144M €France (2014)³

102M €Netherlands

17.9 M €Spain

1.1M €Spain

6.8 B €Germany

9.2 B €Netherlands

114B €UK¹

1.1B €UK

Total retail ecommerce sales

France

Netherlands

Italy

Spain

UK

Germany

NOVEMBER

#1 #2 #3

26

NOVEMBER

29

DECEMBER

14

NOVEMBER

27

NOVEMBER

30

NOVEMBER

27

NOVEMBER

27

NOVEMBER

30

NOVEMBER

30

DECEMBER

14

DECEMBER

21

JANUARY

6

6DECEMBER

7DECEMBER

4JANUARY

24NOVEMBER

26NOVEMBER

30NOVEMBER

10%

10%

10%

10%

10%

10%

30% 29%

16%

30%

41%

23%

48%

26%

19%

21%

14%

34%

7%

13%

21%

8%

6%

6%

15%

8%

38%

10%

4%

5%

12%

10%

25%

6%

26%

11%

12%

30%

30%

30%

30%

30%

50%

50%

50%

50%

50%

50%

France

Italy

Netherlands

Spain

UK

6.7%

²

2016 EMEA Christmas Insights for Digital Marketers

Who is shopping across the various retail sub-categories?

Average retail cost per click and click through rate per market

Ad product performance: Which retail categories have the highest mobile device share?

>24Age

Female Male

25-34 35-49

74% toys & hobbies

31% food

82.44% deals & coupons

25% jewelry & watches

67% deals & coupons

63% beauty & health

89% consumer electronics

75% footware

66% flowers & gifts

31% toys & hobbies

85% deals & coupons

27% jewelry & watches

CPC CTR

50-64 65+

Germany

Germany

France

France

Enhanced SiteLink

LocationExtension

Text Ads

SiteLinkExtension

63%37%

62%34%

54%46%

58%32%

51%49%

66%34%

Italy

Italy

Netherlands

Netherlands

Spain

Spain

UK

UK

19% 22% 31% 22% 6%

18% 14% 31% 33% 5%

21% 19% 36% 20% 5%

20% 17% 32% 24% 7%

14% 20% 43% 18% 4%

17% 17% 29% 29% 8%

ItalyFranc e German y

SpainNetherlands UK

2.37%

4.56%

1.55%

3.32%

6.17%

5.02%

3.51%

5.63%

4.63%

3.75%

4.42%

4.09%

3.60%

3.83%

4.48%

3.04%

5.96%

6.59%

0,16 €

0,24 €

0,19 €

0,21 €

0,21 €

0,13 €

0,21 €

0,23 €0,24 €

0,11 €

0,12 €

0,13 €

0,11 €

0,11 €

0,11 €

0,21 €

0,32 €

0,29 €

France Germany Italy Netherlands Spain UK

GermanyFrance Italy Netherlands Spain UK

10%

20%

30%

If not marked otherwise, all sources originates here.Sources: ¹Capgemini, January 2016, ²eMarketer, August 2016. ³LSA, September 2015, ⁴Statista, 2015.

Increased Average CTR