Cyber Monday 2021 UK: which brands are getting found online?

Cyber Monday marks the end of the Cyber 5 holiday. Having evolved as the ecommerce complement to Black Friday, when Black Friday was a high street shopping bonanza, the day’s significance as a sales event has grown. It is now at least as - and possibly more - important for revenue generation than Black Friday for consumer brands.    

VoucherCodes 2021 Shopping for Christmas’ report forecast that Cyber Monday would be the most popular day for shopping of the Cyber 5 weekend. It anticipated 11.6 million consumers would make a purchase either online or in store, up from 10.6 million people on Black Friday.

The report forecast that Cyber Monday sales in the UK will rise almost 17% (16.7%) year-on-year, almost comparable to the growth anticipated for Black Friday (predicted to be up almost 22%).   

Brands will have been planning for months to optimise the online traffic spike that Cyber 5 brings. But who is winning search this Cyber Monday and is it the same brands that dominated the internet on Black Friday? Edge by Ascential returns to the search terms and categories we analysed on Black Friday to find out.       

Consumer Electronics


Winners (Greatest average weighted share of search* on Amazon, Argos and Currys)

 

Winning Brands

TV Search Terms

TV

Smart TV

4KTV

Black Friday

Sony

Sony

Sony

Cyber Monday

Sony

Sony

Sony


Sony was the top-performing TV brand online on Cyber Monday, but had more competition than on Black Friday. It had  the top 3 sponsored products on Amazon, but had no listings in  the top 10 on Curry’s for “TV”.LG and JVC were more visible on Cyber Monday than on Black Friday. .

For “Smart TV”, Sony also had a strong performance on Amazon and Argos but it was the same as “TV” where it fell out of the top 10 and JVC and LG were the only brands in the top 5.

LG overtook Sony on Curry’s,for “4K TV” as it had 50% of the top 10 and Sony did not appear at all. Overall though,Sony maintained its position as the most discovered  brand online for “4K TV”as it doubled its share on Amazon compared to Black Friday.
 

Winners (Greatest average weighted share of search* on Amazon, Argos and Currys)

 

Winning Brands

Electronics Search Terms

Laptop

Wireless Headphones

Smart Watch

Bluetooth Speaker

Black Friday

ASUS

Beats by Dre

Huawei

Ultimate Ears

Cyber Monday

HP

Bose

Huawei

Sony

 


Sony’s performance in TV’s was variable but the brand was more prominent in other Consumer Electronics categories. It replaced Ultimate Ears as the top brand for “Bluetooth Speaker”, as it had 50% of the top 10 and all of the top 3 search results. It improved to a 40% share for the term “Wireless Headphones” but Bose beat it out as it had the top two returning products.

HP led the way for “Laptop” as it also had the top 2 sponsored returning products. Asus saw its share of the top 10 fall from 60% on Black Friday to just 20% on Cyber Monday. Huawei had no such problems for “Smart Watch” growing its share of the top 10 from 50% to 70%.
 

Household Appliances


Winners (Greatest average weighted share of search* on Amazon, Argos and John Lewis)

 

Winning Brands

Kettle & Toaster Search Terms

Kettle

Toaster

Kettle & Toaster Sets

Black Friday

Russell Hobbs

Morphy Richards

Russell Hobbs

Cyber Monday

Russell Hobbs

Russell Hobbs

Russell Hobbs

 

Russell Hobbs achieved the greatest share of search across all three Kettle & Toaster search terms. It surpassed Morphy Richards for “Toaster” as it grew its share of the top 10 on Amazon from 10% to 50% and stole the top 3 from Morphy Richards.

Russell Hobbs’ performance for “Kettle” was quite similar to Black Friday, losing a 10% share of the top 10 on Amazon but gaining 10% on Argos. The kitchen appliance brand did not feature in the top 3 on Argos for “Kitchen & Toaster Sets”. De’Longhi was the darling of this search category on Argos.

Winners (Greatest average weighted share of search* on Amazon, Argos and John Lewis)

 

Winning Brands

Household Appliances Search Terms

Coffee Machine

Air Fryer

Vacuum Cleaner

Microwave

Black Friday

Nespresso

Tefal

Shark

Panasonic

Cyber Monday

Nespresso

Philips

Shark

Panasonic

 

There was not a lot of change in the Household Appliances categories we analysed this Cyber Monday on Amazon. Nespresso maintained the top 3 sponsored search positions for “Coffee Machine” as did Panasonic for Microwave. Shark continued its dominance of the term “Vacuum Cleaner” as the top 10 didn’t change between Cyber Monday and Black Friday.

There were significant changes for “Air Fryer”. Tefal’s 50% share on Black Friday disappeared to nothing on Cyber Monday, whereas Tower grew its share from 10% to 30%. More importantly, Philips grew its share from 20% to 40% which included grabbing the top 3 sponsored positions from Tefal.
 

Health & Beauty


Winners (Greatest average weighted share of search* on Amazon, Boots and John Lewis)

 

Winning Brands

Hair Styling Appliances Search Terms

Hair Dryer

Hair Straighteners for Women

Hair Dryers & Accessories

Black Friday

ghd

ghd

ghd

Cyber Monday

Babyliss

Babyliss

ghd

 

Babyliss stole the crown from ghd for both “Hair Dryer” and “Hair Straighteners for Women”, however, this is less to do with its own performance improving but ghd being far less prominent in search results.

On Amazon, ghd’s share of the top 10 for “Hair Dryer '' fell from 60% to 30%, with brands including  TRESemmé, HappyGoo and AIXF all replacing it in the the top 10. Its Amazon share for “Hair Straighteners for Women” fell from 70% to zero. Steampod gained the top 3 sponsored search positions and Babyliss improved from no products in the top 10 on Black Friday to 3 on Cyber Monday.

Results on Boots and John Lewis for “Hair Dryer & Accessories” mirrored Black Friday. On Amazon, Babyliss grew its share from 20% to 50%, as Lily England lost its 30% share from Black Friday.
 

 


Winners (Greatest average weighted share of search* on Amazon, Boots and John Lewis)

Winning Brands

Health & Beauty Search Terms

Aftershave

Perfume

Nail Polish

Bath Sets

Black Friday

Joop!

Miller Harris

Rimmel

Baylis & Harding

Cyber Monday

Davidoff

Davidoff

Rimmel

Baylis & Harding

 

Davidoff took the reins in Fragrance categories over Cyber Monday. It grew its share for “Aftershave” from 10% to 40% on Cyber Monday including the top 3. This meant that Black Friday winner Joop!’s share fell from 60% to 20%.

Davidoff also won out for “Perfume” gaining 2 of the top 3 search positions on Cyber Monday. Miller Harris lost all of the top 3 positions, only achieving one position in the top 10, 5th, on Cyber Monday.

Rimmel and Bayliss & Harding continued their dominance of the terms “Nail Polish” and “Bath Sets” respectively. Bayliss & Harding in particular grew from having the entire top 5 on Black Friday to having the top 7 on Cyber Monday.

Toys


Winners (Greatest average weighted share of search* on Amazon)

 

Winning Brands

Toy Search Terms

Board Games

Jigsaw Puzzles

Kids’ Play Figures & Vehicles

Bath Toys

Early Development & Activity Toys

Toys

Black Friday

Guess Who?

Hxmars

Vanplay

Yookidoo

Tiny Love

Osmo

Cyber Monday

Guess Who?

Big Cats & Kittens

Vanplay

Zimpli Kids

Woody Treasures

Osmo

 

There were no brands that had more than one listing in the top 10 for “Board Games”, Guess Who? maintained its top spot in the results. Similarly there was a lot of brand diversity in the top 10 for “Early Development Toys”, so Woody Treasures top spot was enough to crown it best-performing brand.

Hxmars lost its top 3 sponsored search for “Jigsaw Puzzles” from Black Friday and was replaced by Big Cats & Kittens on Cyber Monday. The same happened for Yookidoo and the term “Bath Toys” as Zimpli Kids took the top 3 on Cyber.Monday.

The situation was better for Vanplay on “Kids’ Play Figures & Vehicles” which maintained its top 3 sponsored products from Black Friday. It was even better for Osmo for the generic term “Toys” as it had the top 7 returning products on both Black Friday and Cyber Monday.
 

 

Baby


Winners (Greatest average weighted share of search* on Amazon)

 

Winning Brands

Toy Search Terms

Baby Monitors

Car Seats

High chairs

Playmats & Floor Gyms

Swings & Chair Bouncers

Black Friday

CuboAi

Britax

Mamas and Papas

Lovevery

Fisher-Price

Cyber Monday

Nanit

Graco

Toogel

Lovevery

Babybjorn

 

CuboAi kept a 20% share of the top 10 for “Baby Monitors” on Cyber Monday, however, Nanit achieved a 40% share, including the top 3, eclipsing CunoAi. Lovevery kept its top 2 sponsored search results for “Playmats & Floor Gyms” and retained its Black Friday title of best-performing brand.

Britax’s share of the top 10 for “Car Seats” halved from Black Friday to 30%. The 3 positions it lost were the top 3 sponsored positions which Graco picked up. It was similar for the term “High Chairs”, Mamas and Papas share of search fell from 50% on Black Friday to 10% on Cyber Monday, including losing the top 3 which Toogel took.

Fisher-Price experiences the same on “Swing & Chair Bouncers”, it lost the top 2 search positions to Babybjorn on Cyber Monday, meaning Babybjorn narrowly beat it as top performing brand,
 



 

With Cyber 5 now almost over retailers and brands might be inclined to breathe a sigh of relief. However, with the Christmas shopping period ahead of us with a backdrop of potential product shortages and new Covid-19 variants, they must keep focus on their online strategies to ensure a successful end to 2021.


*Weighted share of search is weighted so that products nearer the top of the search results are given a greater percentage share than results further down. The weighting is exponential for rankings from 1st to 10th


All data from Edge by Ascential Digital Shelf. Request a demo to see how you can track, manage and optimise your online performance on Amazon and across the websites you sell on.

Chris Elliott
Article by:
Chris Elliott
Senior Insight Manager
Facebook
LinkedIn
Facebook Share
LinkedIn Share

Information Request

Configurable, actionable insight at your fingertips