More than 26% of all products advertised across paid channels such as Google ads, Facebook, Instagram, YouTube, Twitter and Pinterest are on sale, according to a report that analysed feed data.
According to the Feed Marketing Report 2022 created by DataFeedWatch by Cart.com from more than 15.000 online stores in 60 countries, 36.89% of apparel and accessories are currently being discounted. The leading subcategory of shoes sees an astonishing 42.81% of products on sale.
Health & beauty products follow shortly with 33.12% and Furniture just behind with 32.77%, while home & garden, with its 25.62% of discounted products, has long been considered one of the most active inventories on sale. This year they are slightly below the global average of 26.49%.
Hardware and Animal & pet supplies also sit below the global discounted average, with 26.12% and 24.03% respectively.
Among the least discounted sectors are Media with 2.86% and Software with 9.53%.
“Price sensitivity among shoppers in the second half of 2022 is very apparent and we see merchants, digital agencies, and online stores utilizing price-based strategies in their paid campaigns well before the holiday season,” says Jacques van der Wilt, General Manager Feed Marketing at Cart.com.
Apparel best in “spend-per-visit” statistic
Alongside being the most discounted category, Apparel also holds the highest shopper spend-per-visit worldwide for the same period. The report shows luxury apparel shoppers spend $3.12 on average, with general and active apparel shoppers spending $2.65 per visit.
Apparel is followed by Home & appliances, with an average spend of $2.12 and Health & beauty, with $2.1.
According to Statista.com, in the second quarter of 2022, online shoppers spent an average of just over 2.6 U.S. dollars per visit across all verticals.
With Black Friday, Cyber Monday, and Boxing Day still ahead of us we can expect fierce competition based on discounts, especially across apparel products, health & beauty, and furniture. It’s good news for customers who are always keen on greater discounts.