Editor’s note: The following is a guest post by Shane Hayes founder of daily deal aggregator, Siftie.co.uk.
It looks like people are a lot more interested in Pampering and Partying that they are in Fitness. Our UK Data Report for July is out and consumers spent nearly £15 million on Health & Beauty, Travel & Accommodation and Dining & Nightlife at sites like Groupon, Livingsocial and KGB Deals. This compares to less than half a million that was spent on Fitness.
With regard to the overall market, Groupon is performing well ahead of its two main competitors with over three quarters of the total market. Groupon sold £24 million worth of vouchers in the UK in July, compared to £2.5 million for KGB deals and £1.7 million for Livingsocial. It came as a surprise to us that Groupon is outselling its arch rival Livingsocial fourteen to one in the UK. Another surprise is that KGB is outselling Livingsocial three to two,
The overall market was worth over £31 million in July with Health and Beauty accounting for 28% of this. Retail and Services was next with 26% and Travel & Accommodation with 14%. These were followed by Activities & Events and Dining & Nightlife with Fitness bringing up the rear on a meagre 1%.
Within the Health & Beauty segment, hair care was the most popular with nearly a quarter of the market. This was followed by Spa treatments and Dermatology, with 16% and 13% respectively. Teeth whitening proved surprisingly popular, accounting for 10% of the Health & Beauty segment. We also saw growth in the popularity of various Liposuction, or quasi Liposuction treatments with these accounting for 6% of the Health and Beauty segment. One of these deals sold a total of £126K.
The most interesting development in the market is the success of what are called National deals. Traditionally Daily Deal sites have concentrated on local offers. Typically also, they concentrated on services rather than products. However, the various Daily Deal sites also offer what are termed “National Deals. These are deals that can be purchased by people regardless of location and are usually physical products.
National deals continue to grow in popularity. In July, we saw almost 25% of Groupon’s revenue came from National deals,” says Hayes. If you add in Travel & Accommodation related services, which tend to be offered across multiple Cities, fully one third of Groupon’s revenue was from non local sources, says Hayes.
The biggest selling deal in July was a Groupon offer on Memory Foam mattresses. Almost £1.5 million was spent on a single mattress offer with over 5,000 people buying them. Who would have thought that Groupon could sell over 5,000 mattresses in the space of a couple of days? Other big sellers were two Laptop deals, again from Groupon, which sold £1.3 million between them.
The data presented here is based on Siftie’s analysis of Daily Deals offered in the marketplace and reflects Siftie’s best estimates.
Siftie.co.uk provides a free service that analyses all the Daily Deal sites and sends just ONE “sifted” email with only the deals a subscriber is interested in.