Our Black Friday Sale is now live until Monday 29th November 2021! Apply a 15% discount to your cart in Store using promotional code: EBLACKFR21

Home and Technology Our insights capture shifts in consumer lifestyles and themes impacting the global home and technology markets, including new business models, sustainability, innovation and the future home.

E-commerce Promotional Mechanics in Home Care, October-December 2020

Jared Conway Profile Picture
Jared Conway Bio

Read our report: E-commerce Promotional Mechanics in Home Care, October - December 2020

Companies and retailers are competing in an increasingly dynamic e-commerce market, which means the need to understand promotional trends and benchmarks has never been greater.

By examining promotional mechanics, companies can map out how prices are changing across key categories and gain full visibility into what kind of promotions are running, how frequently and how long they last. This kind of information can help businesses plan, strategise and execute promotional campaigns in a more effective manner.

Why promotions are key to reaching consumers at home

Online retailing is continuing to grow thanks to the Coronavirus (COVID-19) pandemic and its aftermath. This means reaching consumers with effective online promotions is more important than ever. To determine effective promotional strategies and tactics, you first need to understand promotional mechanics for specific product categories and countries.

Via, Euromonitor International’s global e-commerce product and price monitoring platform, extracts millions of data points every day for standardised cross-comparison. It can reveal which product categories and market players are seeing high rates of promotions as well as the characteristics for each of those promotions. Examining over 1 million daily data observations (SKUs) between 1 October and 31 December 2020 for the US e-commerce market for home care reveals several insights.

Key promotional insights in US home care:

• The largest category within home care, laundry care, is also the category with the highest frequency of promotional incidence

• Across the three months being observed, November saw a much higher promotional incidence compared to October and December

• Tuesday is the day of the week that saw the most promotions

• The average online promotion for US home care lasted just under 6 days but varied strongly based on the type of promotion

• Amazon has a lower promotional frequency than other retailers within the sample, and manufacturers’ promotional frequency on Amazon varies strongly compared to other retailers

Read our report for more information on promotional mechanics within the home care e-commerce space as well as implications for how to use this information for your business.

With Euromonitor’s Via, you can utilise over 30 million online SKUs across 40 countries and 1,500 retailers to unlock key strategic and tactical insights for your organisation. For more information on the e-commerce data we capture using Via across other industries, countries, retailers and suppliers, as well as any questions relating to promotional mechanics, please request a demonstration.

Interested in more insights? Subscribe to our content

Shop Our Reports

The New Normal: The Rise of Affordable Flagship Products

Products that offer premium features without the high price tags are becoming popular. What are the factors driving this trend and how are companies like Apple…

View Report

Voice of the Industry: Home Care 2021

In the Voice of the Industry Survey series, Euromonitor connects with industry professionals to explore trends and innovations. This report focuses on the home…

View Report

Consumer Electronics: Quarterly Statement Q1 2021

Sales of consumer electronics are projected to undergo a V-shaped recovery, following a 5% decline in value terms in 2020. As consumers become accustomed to the…

View Report
Passport Our premier global market research database with detailed data and analysis on industries, companies, economies and consumers. Track existing and future opportunities to support critical decision-making across all functions within your organisation Learn More