Interesting data out of UK-based DealZippy after analysing a year’s worth of deals from across a range of industries and platforms, showing how popular the channel remains in travel.
Given that the company takes a feed from over 30 UK deal sites, such as Groupon, LivingSocial, Wahanda and Qype, the data is pretty robust and representative of the marketplace.
So what did it discover?
Over the course of the past 12 months just over 60,000 deals have been published by the sites it covers, featuring some 22,600 individual businesses.
The idea that deal sites are giving the so-called long tail of companies SOME exposure certainly rings true, if this stat is anything to go by.
In September 2011 around 3,100 deals were published, reach a peak of 6,600 in July this year. The number fell to almost 5,400 in August.
But what kind of discounts are these deal-hungry consumers getting?
At the top of the pile and skewing the data slightly is the classic wedding package, giving on average each user a saving of almost £2,250.
Travel products, however, dominate thereafter. Long haul holidays are being discounted to the tune of £210 per person, with travel in Europe and Africa coming in at £160 and travel around the UK at £120.
Restaurants and bars, an area which many people presume is where the vast majority of deals come from, saves the user a meagre £8.50 each time.
So which of the deal platforms saves consumers the most money?
According to the DealZippy data, Groupon offers the biggest average savings, with £150 per product, followed by KGB Deals (£140) and WowCher (£110). Wahanda and LivingSocial secure deals worth £74 and £72 respectively.
Back to the travel stuff – the most popular destinations featured in deal products might surprise some people.
Of course, UK-related products come up top, but the the only long haul destination to feature in the top ten is Mexico (8th), with Morocco (2nd) in the mid-haul range.
The remaining seven destinations are all short-haul European destinations in Spain, Portugal, Holland, Italy and Hungary.
NB: Deal beach image via Shutterstock.
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About Kevin May
Thanks for this Kevin. To add a bit of commentary around some of the stats you mention;
“In September 2011 around 3,100 deals were published, reach a peak of 6,600 in July this year. The number fell to almost 5,400 in August.”
I haven’t looked into this that much but my suspicion would be that this drop in August was probably caused by the Olympics – less London businesses running deals. July has always been a very big month for deals historically though.
You’re definitely right about those wedding packages skewing data at the top end a bit – I also suspect this might have brought up the average saving on Groupon deals, as they were first in with the big £2k+ wedding deals.