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

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%.
 

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.

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.
 

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.

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.
 

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,