Groupon grew 6% in November, outpacing the broader North American Daily Deal industry
Groupon benefited from record performance in its travel and consumer products segments early in November, while LivingSocial saw a 5% decline during the month
The Thanksgiving Holiday led to significant declines for all major players towards the end of November
Thanksgiving Holiday Slows Industry Growth
November’s Yipit Data Report reveals the North American Daily Deal industry, adversely affected by seasonal factors related to the Thanksgiving holiday, experienced marginal growth in November – industry gross billings grew an estimated 2% from October.
Groupon Outperforms Broader Daily Deal Industry
Groupon outpaced the industry in November, growing 6% during the month. Groupon generated $154 million in North American gross billings in November, up from $145 million in October.
Groupon experienced significant weakness due to the Thanksgiving holiday – it was down 46% in gross billings during the fourth week of November, relative to the month’s third week.
Despite this decline, Groupon’s heavy holiday deals push through “Grouponicus,” the company’s holiday deals segment, fueled strong performance earlier in the month. Groupon Getaways, the company’s travel product, and Groupon Goods, the company’s consumer goods product, both increased more than 50% in gross billings in November, each benefiting from its deals being featured through “Grouponicus.”
LivingSocial Declines 5% in November
LivingSocial experienced an estimated 5% decline in North American gross billings in November, dropping from $54 million to $52 million. LivingSocial too saw a double-digit dip during the month’s fourth week, relative to the third week of the month; however, LivingSocial did not see the same level of performance as Groupon did earlier in the month.
Email data@yipit.com to Subscribe to The Yipit Data Report
The Yipit Data Report is provided to subscribers following the end of each month. An excerpt of the November Data Report is provided below. The full report was provided to subscribers in early December and also contains:
- Groupon performance by product (Local Deals, Getaways, Goods, Live, Now!)
- Market share breakdown of the major players
- Detailed performance data for each of the key players, including LivingSocial, AmazonLocal, Travelzoo, Google Offers, and Gilt City
- Key performance indicators, such as number of deals and revenue per deal, for each of the key players
- Industry trends by category and deal price point
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Unaiz Kabani is an analyst for Yipit Data, which provides Daily Deal Industry performance estimates based on proprietary deal-tracking, historical data testing, and industry insight.