digilant research holiday shopping (christmas) 12 · digilant offers programmatic buying solutions...
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Millenials Gen X SeniorsBabyBoomers
23%34%56%
40%
4%
36% 6%
Who is shopping?1
$75,000 or less
$75,000-$249,999
$250,000or more
Household Income
Where do they shop?2
Venues where U.S. consumers expect to buy holiday gifts:
Percentage of holiday purchasesconsumers plan to make on mobiledevices:
Stores in which U.S. consumers are most likely to shop for holiday gifts:
Connected device usage for holidayshopping:
Internet(including
auction sites)
50%Toy
Stores
19%Traditional
DepartmentStores
32%Home
ImprovementStores
16%SpecialtyClothing
17%OutletStores
23%Discount/
ValueDepartment
Stores
43%
30%
Off-PriceStores
26%
70%
Restaurants/Fast Food
17%
None 49% Less than 20 percent 19%
21-40 percent 11%41-60 percent 9%
61-80 percent 4%More than 80 percent 2%
Don't know 6%Laptop/desktop computer 75%
Smartphone 47%
I will not use digital devices 7%
Tablet 26%
59%Standalone
"big box" stores
50%Traditional
mall
38%Local independentstores not in a mall
24%Strip mall or
mini mall
16%Town hall mall
12%None of
the above
?
Data
When do they shop?3
Time of year when internet users in the U.S. plan to begin holiday shopping:
When U.S. consumers are most likely to buy holiday gifts:
12.2% Before September
6.5% September
21.6% October
15% November
15% First 2 weeks of December
41.4% Last 2 weeks of December
BLACKFRIDAY
CYBERMONDAY
4%Prior toOctober
5%October
14%Early
November
9%BlackFriday
66%155.7 million people
6%Cyber
Monday
18%Late
November
40%December
3%January
NRF
SuperSaturday
The most recent NRF survey found that more people said
they planned to shop on Super Saturday than those who said
they planned to shop over Thanksgiving Weekend, with
66% of Americans – an estima-ted 155.7 million people – planning to or considering taking advantage of Super
Saturday sales.
Findings from CreditCards.com indicate that less affluent
shoppers are more likely to try to get an early head start on their
shopping: 19% of those earning at least $75,000/year expect to finish their holiday shopping
before December, compared to 30% of those making
$30,000/year. Half of those surveyed said they planned to
purchase at least one “big ticket” item this year, with technology at the top of the list (Euromonitor).
19%30%
How do they consume media?4
Bla, bla...
57%Recommendation
from friends
52%Digital
reviews
25%Digital
advertising
15%Socialmedia
11%TV
advertising
2%Radio
advertising
During the year, the average shopper will make multiple casual visits to a site and be more influenced by brand allegiance. Holiday shoppers are more likely to make a purchase on their first visit, and their decisions are swayed more by price and inventory than by brands.
Holiday shoppers have lower bounce rates, and are more meaningfully engaged with particular items. They are also more likely to begin the purchase process, but more likely to abandon carts as well. This makes reactivation a key tool during the holidays.
Only 21% of customers that hadn’t made a purchase in the last four months could be reactivated; however, if customers were offered coupons, or received follow up messages, 37% would remain engaged after the holiday period ended.
Where do they consume media?5
69%Store flyers
35%Retail websites
27%Email promotions
31%TV Ads
E-TRONICAll in media devices
37.9% 31.6% 6.1% 4.3%
G/O Digital looked at the various social media platforms that social media users turn to for holiday shopping ideas, and found that most turn to Facebook and Pinterest. In fact, 37.9% of respondents said they are most likely to turn to Facebook for holiday shopping inspiration, and 31.6% said they are most likely to turn to Pinterest. Some respondents indicated that they turn to Instagram (6.1%) and Twitter (4.3%) for holiday shopping inspiration.
The best places to reach consumers:6
77%
37.9% 6.1%31.6% 4.3%
For promotional messaging:
For social media:
50%OFF
COUPON
Influenced by coupons and promotions
Go online to find better
prices/couponsdeals
50%OFF
COUPON
SALECOUPONdiscount
Plan to use store coupons
Transactions involving coupons and promotions
GIFT VOUCHER
100$
thank you fo
r shopping w
th us
Duis a
utem vel eum iri
ure dolor
56% 43% 33%
The types of messages/call to actions theyare most receptive to:
7
Polling by Signal found that overall, digital buyers wanted deals andpersonalization, no matter their mode of buying.
84% 54%Said retailers should
provide them with relevant discounts everywhere they
shopped
Said the same about
personalized experiences
APP
The most effective ways to get offers on consumers' mobile deviceswhile they are shopping for the holidays:
E-mail 40%
SMS/Text
19%
Notifications viaalready
installed app
16%
"Don't bother me,I'll search the web"
16%
Display ads
6%
Total retail ad spend 8
$1.236 million-9% change vs same period last year
Shoppers fall into 3 segments:
Shoppers are beginning theirholiday research earlier.
Research starts in August:
Majority shop between Cyber Monday and Christmas:
Holiday shopper audience insights9
Thanksgivingshoppers
Fallshoppers
Last-minuteshoppers1 2 3
Mobile device usage is increasing.
500,000Searches
+70% from the previous month
Ebay analysis from last year's holiday shopping season reveals there were almost
half a million searches on the site for Christmas during August, up 70% from the
previous month.
+9%from expectationsbefore the holiday
season began
40%
ChristmasCyber
Monday
According to a January 2017 survey of U.S. internet users by TrendSource, 40% of respondents said the
bulk of their holiday shopping occurred between Cyber Monday and Christmas. This represented a 9%
increase from expectations before the holiday season began.
Men are last-minute shoppers:
Price is most important:
Connected device usage for holiday shopping according to consumersin the U.S. by age group:
Best time of day to sendpush notifications:
51.2% 48.3% 5.2% 3.8%Said they expect to buy the
last holiday gift between Monday and Sunday
PwC’s survey data shows 87% of consumers say price
will be the prime factor in deciding what to buy this
holiday.
Not expecting to shell out for their final holiday
purchase until even after the Christmas holiday
?between
6 pm to 9 pmon weekdays
between
8 am to 6 pmduring weekends
18-29years
30-44years
65+years
45-64years
73% 76% 77% 72%
65% 60% 39% 20%
22% 32% 27% 20%
4% 4% 6% 17%
When U.S. consumers are most likely to buy holiday gifts:
Sources: CivicScience, Forrester, Marketing Week, eMarketer, Euromonitor, Papaya & Statista
Sources: eMarketer
Sources: Campaign Monitor, Statista & eMarketer
Sources: Statista
Sources: eMarketer
Sources: eMarketer & AdWeek
Sources: NRF & Statista
Sources: Deloitte & Statista
Sources: Statista & eMarketer
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