Holiday Shopping Season

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Activity on the Exponential network was used to segment desktop and mobile shoppers. Audience characteristics were ident
U NW R A P P I NG THE 2 0 17

Holiday Shopping Season With the holiday shopping season in full swing and continued migration of shoppers away from traditional retail and toward ecommerce, what do we know about where, when and how consumers conduct their 2017 holiday shopping? Furthermore, what can we infer about who these buyers are? Unwrap the consumer shopping trends and data that you need to know this holiday season.

WHERE:

In-store vs. Online US retail sales growth during the 2017 holiday shopping season is expected to be moderately strong, with a projected increase of 3.1% during the core months of November and December1. Much of this growth in 2017 is driven by a shift towards online shopping and buying. By blending an ecommerce and in-store strategy, brands can ensure consumers have a seamless shopping experience. Utilizing location-based audience data to understand offline behaviors, and offering ways for customers to engage with products conveniently and digitally, are a few approaches advertisers can take to bridge the gap that exists between online and in-store experiences.

Contact us to learn more about Exponential’s engaging VDX Face Filter ad units and partnership with location data ata a provider, Cuebiq, to drive purchase intent.

TOTAL PROJECTED RETAIL SALES GROWTH

2017

2016

3.1%

DURING CORE 2017 HOLIDAY MONTHS (NOVEMBER & DECEMBER)1

2017

ECOMMERCE SALES GROWTH1 14.3%

16.6%

PROFILE OF AN IN-STORE VS. ONLINE SHOPPER 2

14.5%

13.5%

Most likely to be aged 30-34

Most likely to be aged 40-44

3.3%

6.7%

Slightly more likely to be married

More likely to be female

4.0%

More likely to be a Democrat

19.2%

14.2%

Slightly more likely to be single

More likely to be male

2.2%

More likely to be Republican

WHEN:

Year-round Shopping vs. Seasonal Shopping Events It’s no secret that the core holiday shopping season has lengthened, and shoppers now look for holiday gifts throughout the year. With that said, a great percentage of holiday purchases made still occur between Thanksgiving and Christmas. Regardless of when customers are conducting their holiday shopping, advertisers can ensure they are targeting qualified and new audiences throughout the year by using real-time audience optimization and page-level contextualization.

A us about our advanced machine learning technology Ask that monitors consumer interests and intent in real-time, e,, to optimize ad delivery and exceed your campaign goals. ls. TIME OF YEAR WHEN US INTERNET USERS CONDUCT MAJORITY OF THEIR HOLIDAY SHOPPING 1 :

10%

7%

BLACK FRIDAY

30%

YEAR ROUND

CYBER

4%

9%

MONDAY

40%

THANKSGIVING

WEEKEND

BEFORE

AFTER CYBER

MONDAY/

(EXCLUDING BLACK FRIDAY)

THANKSGIVING

BEFORE

CHRISTMAS

PROFILE OF A BLACK FRIDAY IN-STORE RETAIL SHOPPER 2

BEST BUY

MOST LIKELY TO BE FROM GEN X

5.6%

MOST LIKELY TO SHOP FOR

Favorite store on Black Friday

MILLENNIAL

WALMART Least favorite store on Black Friday

68.1%

44.1%

Tech

Children’s Apparel

4.0%

HOW:

Mobile vs. Desktop Mobile commerce sales will rise significantly in 2017 and will account for almost one third1 of total retail ecommerce sales. For advertisers and brands, it is important to ensure that you are reaching and engaging audiences on their mobile devices.

Inquire about Exponential’s VDX Mobile units and learn how you can engage desired users with compelling interactive video. ECOMMERCE VISITS BY DEVICE DURING THE HOLIDAY SEASON 1 MCOMMERCE

SALES VIA SMARTPHONES

WILL INCREASE 58.8%1

SALES WILL RISE 38% IN 20171

MCOMMERCE

WILL ACCOUNT FOR 34.5% OF TOTAL RETAIL ECOMMERCE SALES1

DESKTOP

SMART PHONE

50%

41%

9%

PROFILE OF A MOBILE HOLIDAY SHOPPER 2 MUCH MORE LIKELY TO BE AGED 26-30

56.4%

MUCH MORE LIKELY TO BE TO BE USING AN IPHONE

27.7%

TABLET

MORE LIKELY TO BE SINGLE

13.6%

MUCH MORE LIKELY TO HAVE A PET

20.8%

MORE LIKELY TO BE FEMALE

4.4%

Please contact [email protected] for more information on how Exponential can help your brands engage with holiday shoppers across devices this season, and throughout the year.

Real audiences. Real Engagement. Real Performance.

Exponential.com

Sources : [1] Wurmser, Yory. US Holiday Shopping 2017: Shoppers Continue Online Migration for This Year's Season. EMarketer, 2017, US Holiday Shopping 2017: Shoppers Continue Online Migration for This Year's Season, www.emarketer.com/Report/US-Holiday-Shopping-2017-Shoppers-Continue-Online-Migration-This-Years-Season/2002115. [2] Percentages indicate how much more (or less) likely the population is to exhibit a given characteristic, compared to the general population, between November 22nd and November 28th, 2017. Retail and online purchases were provided by MasterCard Advisors. Activity on the Exponential network was used to segment desktop and mobile shoppers. Audience characteristics were identified by Bluekai, Datalogix and on Exponential’s network.