Post on 08-Jun-2020
transcript
HolidayLook BackHoliday Planning 2019
Summary
Executive
Source: eMarketer, “US 2018 Holiday Season Review and 2019 Preview”
Total Retail Sales
$707.50 B+4.5%
Total eCommerce Sales
$123.9 B+16.5%
eCommerceDesktop Sales
$70.62 B+7.5%
eCommerceMobile Sales
$53.28 B+2.9%
Summary
Top 10 Holiday Season Shopping Days Ranked by Retail Ecommerce Sales 2018
2018 Spending
Cyber Monday $7.87 B
Black Friday $6.22 B
Thanksgiving $3.68 B
Super Sunday $3.39 B
Small Business Saturday $3.05 B
November 27 $2.97 B
Green Monday $2.87 B
December 11 $2.55 B
December 12 $2.52 B
December 9 $2.41 B
2018 Results
Source: eMarketer, “US 2018 Holiday Season Review and 2019 Preview”
2018 Biggest Revenue Growth vs Corresponding Days in 2017
2018 Spending % Change
Thanksgiving $3.68 B +28.0%
Super Sunday $3.39 B +25.6%
Small Business Saturday $3.05 B +25.5%
Black Friday $6.22 B +23.6%
Cyber Monday $7.87 B +19.7%
2018 Results
Source: eMarketer, “US 2018 Holiday Season Review and 2019 Preview”
2018 Results
Source: eMarketer, “US 2018 Holiday Season Review and 2019 Preview”
Share of 2018 Holiday Season Retail Ecommerce Traffic vs Revenues, by Device
Traffic Revenue
2019 Key Dates
October
10/14
Columbus Day
10/19
Sweetest Day
10/31
Halloween
2019 Key Dates
November
11/1All Saints’ Day
11/11Veterans Day/Singles’ Day
11/23Friendsgiving11/24Super Sunday
11/28Thanksgiving11/29Black Friday11/30Small Business Saturday
2019 Key Dates
December
12/2Cyber Monday
12/3Giving Tuesday
12/9Green Monday
12/14Free Shipping Day
12/21Super Saturday
12/22 - 30Hanukkah12/24Christmas Eve
12/25Christmas Day
12/26Kwanza/Boxing Day
12/31New Years Eve
2019 Key Shipping Dates
12/13USPS Retail Ground12/19USPS First Class Mail/Priority Mail12/19USPS 3-Day Air
12/20UPS 2-Day Air
12/21USPS Priority Mail Express 12/21UPS Next Day Air
12/23UPS On-Call Pickup for UPS Next Day Air
KEY SHIPPING DEADLINES FOR ARRIVAL BY DECEMBER 24
Cyber Month
Each year shoppers are starting earlier and demanding
retailers do as well, this is changing The Cyber 5 to be
Cyber Month November
Holiday Predictions
In 2018, 50% of holiday shopping was done by December 3 and 80% was done by December 15
Automation in Motion
Retailers will continue to rely on automated campaigns that
can be customized to each shopper
Holiday Predictions
Targeted notifications had an 89% higher engagement rate than non-targeted (broadcast) notifications
Beyond the Inbox
Mobile will continue to grow and dominate
Holiday Predictions
SMS notifications were up 69% in 2018 compared to 2017
Data is Power
Retailers will get to know shoppers on a more personal
level, using customer data to their advantage
Holiday Predictions
64% of consumers say they feel retailers don’t know them, 24% of marketers use AI to personalize the customer journey
Stand Out from the Inbox Crowd
Successful retailers will increase message cadence with a purpose,
prioritize personalization and utilize send time optimization
Holiday Predictions
Open rates for emails can drop 25-30% below normal during the holidays
Stores and More
Buy-Online-Pick-Up-In-Store (BOPIS) has blended brick-
and-mortar and online shopping, retailers must start to
center their holiday marketing around this tactic
Holiday Predictions
85% of shoppers who go in-store to pick up an item end up buying additional items
Holiday 2019
GiftGuides
A Must Click for Shoppers
Offer gift guides by category, price, gender, theme-based, etc.
Providing valuable content allows customers to feel confident shopping and simultaneously grows your audience and increases brand loyalty.
Holiday 2019
GiftCards
Convenience is Key
Gift cards are a guaranteed great gift for last minute shopping or those hard-to-shop for.
In January, follow up with a reminder to redeem them with a few suggestions.
Holiday 2019
Celebrate Everyday
Everyday Can Be a HolidayAlign your brand with un-official holidays to be relevant in the inbox and be seen daily throughout the holiday season.
Daylight Savings
No Shave November
Friendsgiving