Black Week is in full swing and the e-tailers are doing everything to compete for consumers’ attention. If you want to stand out from the crowd, you must, of course, hit the right spot with strong offers in sought-after categories.
Now we also know what consumers click on the most, with the help of data from Klarna’s search and price comparison tools.
Already after one day, we see large increases in the number of clicks in several popular categories, which gives an inkling that many are looking to make smart purchases during this year’s Black Week, says Martina Brynielsson, marketing manager at Klarna in Sweden.
The big winner right now is the home and household category, which gets the most clicks. In fact, the category accounts for a quarter of the total number of clicks. They have also seen an increase of 70 percent in the category compared to last week. The things that attract the most are coffee machines, lighting and kitchen accessories. However, the average price in the category has increased by 0.40 percent compared to last week.
In second place we find a real sale favourite, namely the beauty category. It always seems to go well when there are frequent discounts. It receives just over 20 percent of the total number of clicks and increased by 77.26 percent since last week. Here too, however, the average price of a product has gone up by 2.63 percent.
Prices drop here
In third place is the fashion category with 10.49 percent of the total number of clicks. Here, too, there seem to be bargains to be made, as the average price has decreased by 5.14 percent.
However, the biggest bargain seems to be in the category of computer products, where the average price has decreased by 14.67 percent this week. Perhaps not so strange then that the category took fourth place and receives 8.16 percent of the total number of clicks.
We round off the top list with sound and image in fifth place. Here, the average price has decreased by 6.53 percent and the category receives 7.38 percent of the total number of clicks.
Most popular in Home & Household:
(Total number of clicks in the category)
- Kitchen accessories – 7.73%
- Lighting – 7.33%
- Coffee machines – 5.91%
Most popular in Beauty & Health:
- Skin care – 18.09%
- Perfumes – 17.39%
- Hair products – 11.86%
Most popular in Clothing & Accessories:
- Score – 37.77%
- Clothing – 29.87%
- Children’s shoes – 6.53%
Most popular in Computer products:
- Monitors – 15.10%
- Laptops – 12,70%
- Tablets – 10.86%
Most popular in Sound & Image:
- Headphones – 36.00%
- TV – 27,05%
- Speakers – 9.35%
Categories with the biggest increase in clicks:
- Elvis pair +244.44%. Price reduction: 2.03%.
- PlayStation 4 games +239.53%. Price reduction: 1.41%.
- PlayStation 5 games +209.71%. Price reduction: 5.21%.
2023-11-22 15:12:00
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