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United Kingdom Retail festive season insights

October 2021

Festive season has nearly arrived, and with it comes new insights to help retailers maximise performance during this crucial time period. Microsoft Advertising analysed year-to-date trends for the Apparel, Computers & Consumer Electronics, and Home & Garden categories and found that Product Ads are driving growth in clicks, along with Dynamic Search Ads in the Home & Garden category.

When looking at Black Friday trends, Apparel is seeing the highest acceleration, with search volume taking off in early November. Consumers are also interacting with more ads around this time period, with an uptick in average click-through-rate (CTR) across all categories during Black Friday, Cyber Monday, and Black Friday Week. Reserve enough budget to ensure visibility throughout the entire festive season and start influencing early as demand heats up.

For full Retail insights along with recommended preparations for the festive season, download the full insights.

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