Header summer sale 2021

Infographic at the bottom of the article!

Summer sales 2021: the figures you need to know

For the majority of e-tailers, sales and Black Friday are key periods, with a large percentage of annual sales made on a few days. It is vital to seize these opportunities to boost turnover, clear out remaining stocks and make room for new collections!

This article aims to answer the following questions:

  • What are the French looking for during this period?
  • Which stores are the most popular on sale day?
  • Are the summer sales searched from a phone or computer?
  • Which e-tailer will perform best and in which sector?

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Just a little more patience, before moving on to the graphs and the infographics, we will quickly explain the methodology used.

Methodology of our study on the 2021 summer sales

The data :

  • The analysis is based on a sample of 25,000 keywords collected from different tools: SmartKeyword, Ranxplorer, Semrush, Google Search Console
  • Search volumes are adjusted for the period 16 June - 16 July. This is based on analysis of Google Search Console and Google Trends data, which shows that the vast majority of searches are performed during this period
  • In the ranking of e-tailers, we analyse on a weekly basis the 3,000 keywords, which represent 68% of the total demand and which give the main trends by product universe

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Based on this data, we have a comprehensive analysis of both :

  • of the demand expressed in Google, in order to understand what the French are looking for: by brand, by type of product, directly from e-tailers, etc.
  • and also SERPs linked to the top keywords in order to give you the best performers in terms of brands, products and e-tailers in the categories considered: Fashion, Home, High-Tech and Sport.

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Every week we'll be looking at the evolution of the rankings of the different e-tailers and will inform you of the details every Wednesday until the end of the sales on 27 July.

The Fashion sector (40%) is clearly ahead of the Home (20%) and High-Tech (15%) sectors. It should also be noted that 20% of the total search volume is captured by generic queries such as "Sale date", "2021 Sale", etc.

Global KPIs: what is the demand?

The summer sales market represents 7.5 million Google searches in the month of June. 17% of the total demand is expressed on the first day of the sales and 20% over the first 3 days.

This year the 4 big winners of the summer sales are :

  • Cdiscount in all sectors
  • Zalando for the fashionindustry
  • Decathlon for the Sportssector
  • Goal for the Homesector
  • Cdiscount for the High-Techsector

Share of research volume by sector

Demand by sector

Analysis of SEO rankings by sector

Top 10 overall

Global Summer Sale Ranking 2021

All you need to know about the Global ranking!

TOP 10 Market share in the global summer sales 2021
Global market share summer sales 2021

Top 10 e-tailers

LaRedoute is the most sought-after e-tailer, ahead of Zalando and Cdiscount . We note that the weight of the brand is immensely important in any case, with "free" traffic of notoriety that ensures a very good turnover without even working on SEO!

Distributor ranking summer sales 2021

Top 10 Brands

As for the Top 10 Brands, LaRedoute is very much in demand during the summer sales and logically takes the first place. Serious competitors such as Ikea and Kiabi complete the podium.

Ranking of the summer sales 2021

Top 10 Product type

Shoes win the competition ahead of Clothing and Furniture. Unlike Black Friday, which is very high-tech oriented, Fashion holds its leadership for the summer sales. However, more and more requests are turning to the Home sector.

Ranking of product types Summer sales 2021

Top 10 in the Fashion sector

Fashion Ranking Summer Sale 2021

All you need to know about the Fashion sector!

Top Market Share Fashion Summer Sale 2021
Market share Summer sales fashion 2021

E-traders

With almost 5% market share (42k), LaRedoute is the leader in the sector! Closely followed by Zalando. It is noticeable that after the Top 5, the market shares are already below 1% (about 5k).

Retailers Fashion Summer Sale 2021

Brands

Nike is a strong leader with over 52k searches. LaRedoute and Zara complete the podium. The competition is fierce and everything is played out in a handkerchief. The rest of the pack is not far behind either. The fashion sector is very homogenous.

Ranking of the summer sales 2021

Products

Shoes are the most popular product with 26% market share. This is followed by Clothing in second place with 23% market share.
Handbags, Jewellery and Watches complete the ranking but are far behind the duopoly with less than 5% market share.

Ranking of product types Summer sales 2021

Top 10 in the Home sector

Ranking House Summer Sale 2021

All you need to know about the Home sector

Top Market Share Household summer sales 2021
Market share House summer sales 2021

E-traders

The same scenario in the home sector, with Conforama leading the way (10%), followed by But in second place (7.5%). This time, the third-placed Maison du Monde is outpaced (3.5%) by the strong leaders.

Ranking of Home Distributors Summer Sale 2021

Brands

The top 1 Ikea (25k search volume) is well ahead of the second placed Françoise Saget (6.8k volume) which is itself ahead of Gifi (6k volume).
The rest of the top is for once quite homogeneous with search volumes between 1k and 5k.

Household brand ranking Summer sales 2021

Products

Furniture dominates the ranking with a volume 4 times higher than the runner-up, household appliances, reaching 165k search volume.
Garden products and Linen are just behind with 34k and 20k search volumes respectively.

Ranking Product Types Home Summer Sale 2021

Top 10 in the High-Tech sector

High-Tech Ranking Summer Sale 2021

All you need to know about the High-Tech sector

Top Market Share High-Tech Summer Sale 2021
Market share High-Tech summer sales 2021

E-traders

The High-Tech sector represents 250k of search volume. However, consumers rarely search for a particular e-tailer. They generally search for products. Boulanger is the leader with only 10k search volume and Fnac is second with 4.1k.

High-Tech Retailer Ranking Summer Sale 2021

Brands

Apple products are the most searched for products with over 34k of search volume. Far behind to complete the podium we find Dyson and Samsung products (14k and 10k respectively). As for Black Friday, the American giant is doing well!

High-Tech Brand Ranking Summer Sale 2021

Products

Unsurprisingly, telephones are the most searched for products, followed closely by household appliances (around 55k search volume each). Televisions come third with a nice 43k. Computers at the foot of the podium only get 27k of search volume.

Ranking High-Tech Product Types Summer Sale 2021

Top 10 in the Sports sector

Ranking Sport summer sales 2021

All you need to know about the Sport sector

Top Market Share Sport Summer Sale 2021
Market share Sport summer sales 2021

E-traders

Decathlon is the strong leader in the sports sector with more than 25k search volume. Intersport is just behind in second place with 17k, well ahead of Sport 2000 (2.8k) in third place. The duopoly Decathlon and Intersport are the big winners in the sector.

Ranking of Sport Distributors Summer Sale 2021

Brands

Nike is first in the ranking (15k), just ahead of Asics second with 12k of search volume. Lacoste closes the podium with a nice 8k. A logical ranking in view of the keywords used in the sports sector.

Brand Ranking Sport Summer Sale 2021

Products

Shoes, as in the Fashion sector, are the most searched for products in the Sports sector (30k search volume). The rest of the ranking is played out in a handkerchief between bikes (15k), sports equipment (11k) and sportswear (10k). The rankings are likely to change in the next few days!

Ranking Product Types Sport Summer Sale 2021

And now the infographic itself! To be shared without moderation 😊 ( Downloadable on our infographic page)

Infographic summer sales 2021