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2015 holiday season marketing information

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  • 2015 Holiday

    Sales Season

    1

    For advertising information, please contact:

    Republic Media Advertising

    Email: [email protected]

    Phone: 602.444.4920

    mailto:[email protected]

  • Agenda

    2014 Holiday Season Sales Recap

    Predictions for 2015 Holiday Season

    Predictions for 2015 Holiday Season in Phoenix

    (Information coming soon!)

    2

  • Tis the season...to shop

    The holidays may still be a few months away, but

    consumers are already gearing up for the years biggest

    shopping season.

    Theyre searching for deals and checking them twice

    across a variety of screens (mobile, increasingly).

    Given that the holiday shopping season kicks off earlier

    every year, here are some seasonal highlights from last

    year.

    3

  • SALES RECAP

    Holiday Season 2014

    4

  • 2014 total U.S. holiday sales rose 3.6% to $838.9 billion

    from 2013. U.S. online holiday sales rose 14.4% to $69.7

    billion in 2014 from 2013.

    3.6%

    14.4%

    0.0%

    5.0%

    10.0%

    15.0%

    20.0%

    2014

    YOY Percentage Increase in Holiday Sales

    U.S. Total Retail Sales U.S. Total Online Sales

    Source: eMarketer August 20155

  • The 2014 holiday shopping season key

    dates had strong performance.

    Source: Forrester/Bizrate Insights Holiday Flash Study 20146

    14.3% increase in online

    retail sales YOY

    Mobile % of

    Sales Was Up 32%

    9.5% increase in online

    retail sales YOY

    Mobile % of

    Sales Was Up 28%

    8.5% increase in online

    retail sales YOY

    Mobile % of

    Sales Was Up 22%

  • So long Black Friday, hello Gray Friday

    Source: First Data SpendTrend 11/1/14-1/4/15 card-based transactions at 400,000+ U.S. retail merchants 7

    Last holiday season, shoppers

    seemed hungrier for a deal than

    they were for turkey.

    Black Friday transformed into Gray

    Friday; the big shopping days sales

    were diluted a bit as retailers began

    their promotions and deals early.

    Retailers stretched Black Friday deals

    and promotions across the whole

    month of November removing the

    focus from one big day of shopping.

    Source: Google Holiday survey

  • Recapbiggest days for shopping

    8

    Source: Google Holiday survey

    SUN MON TUE WED THU FRI SAT

    Thanksgiving

    More than

    50%

    started

    shopping

    Biggest days for in-store shopping

    Biggest days for onlineshopping

    Days spike in shopping-related to

    searches on mobile

    Black

    Friday

    Cyber

    Monday

    Green

    Monday

    Gifts for

    Dad peak

    ChristmasGifts for

    Mom peak

  • Queries peaked earlier

    9

    Week of

    Thanksgiving

    & Black Friday

    9 WEEK

    PRIOR

    8 WEEK

    PRIOR

    7 WEEK

    PRIOR

    6 WEEK

    PRIOR

    5 WEEK

    PRIOR

    4 WEEK

    PRIOR

    3 WEEK

    PRIOR

    2 WEEK

    PRIOR

    1 WEEK

    PRIOR

    2012 2013 2014

    Black Friday query demand

    Consumers are

    researching Black

    Friday earlier each year

    Source: Google Trends/US

  • How shoppers shopped during 2014

    holiday season

    Source: First Data SpendTrend 11/1/14-1/4/15 card-based transactions at 400,000+ U.S. retail merchants

    10

    Last-minute shoppers

    9 out of 10 top spending days occurred in December

    Measuring dollars alone, Christmas Eve was the biggest spending

    day, with December 23 coming in at a close second

    Retail foot traffic was strongest on December 21 the Sunday

    before Christmas

    58% of these last-minute shoppers used mobile technology to check

    prices, deals and availability before making the trip to a retail store

    Average retail ticket from November 1, 2014 through

    January 4, 2015 was $72.55

  • How shoppers shopped during 2014

    holiday season

    Source: Alliance Data 2014

    11

    Bargain hunters

    The number of shoppers who saved on holiday purchases with the

    help of rewards benefits, discount offers and coupons increased

    12% YOY

    58% saved with email discount offers

    54% saved with direct mail discount offers

    26% used mobile coupons to save up 5% YOY

    Despite the discounts, nearly 1/3 of consumers spent more in

    2014 than they did in 2013

  • Brand loyalties were up for grabs

    12

    Source: Google Holiday survey

    Over of respondents were open to buying

    from a new retailer

    41%Actually purchased from

    a new retailer, up

    significantly from 2013

  • All of Q4 impacts holiday sales

    13

    In 2013, October thru December delivered similar levels of sales.

    In 2014, November was a strong driver for sales activity.

    Predicting the best sales month may be difficult for 2015, so a continual

    advertising presence starting in October would be the optimal course of action.

    Source: NRF

  • Holiday ad spending trends

    Source: Kantar Media 2012-2014

    14

    32.6%

    34.4%

    34.1%

    14.7%

    17.0%

    22.0%

    23.3%

    21.2%

    17.3%

    12.4%

    11.8%

    11.7%

    7.1%

    7.0%

    6.2%

    7.5%

    6.4%

    6.1%

    0% 20% 40% 60% 80% 100%

    2012

    2013

    2014

    % Share of Total Holiday SpendingNovember-December

    National TV Digital Newspaper Spot TV Radio Magazine Outdoor

    39.3%

    38.2%

    38.0%

    Combined newspaper and digital spending has steadily increased since 2012

    with digital becoming an increasingly larger part of the mix.

  • Luxury retailers invested in digital and print

    in 2014

    Source: Kantar Media 2012-2014

    15

    46%

    22%

    17%

    6%

    9%

    5%

    34%

    23%

    31%

    7%

    0%

    5%

    10%

    15%

    20%

    25%

    30%

    35%

    40%

    45%

    50%

    TV Digital Newspaper Magazine Other

    % Share of Total Holiday SpendingNovember-December 2014

    All Retail Luxury

  • Online holiday shopping

    16

    5 hours 46 minutesTime spent on digital

    Increased by more than 2 hours

    in the past three years

    Source: Google Holiday survey

    4 of 5 holiday shoppers

    consider the internet the

    most useful resource

  • Happy (mobile) Holidays in 2014 52% of online

    traffic in 2014 came from mobile devicesRetailers sent 34% more push notifications in 2014 compared to 2013

    Consumers engagement rate with push notifications doubled YOY

    More than 1/3 of all retail app opens were the result of push notifications

    Shoppers were most receptive to retailers notifications on the Saturday before

    Thanksgiving with a 19% average engagement rate making mobiles role in pre-

    shopping activities abundantly clear

    Weekends, when shoppers have more leisure time, consistently show greater

    spikes in engagement a huge missed opportunity for retailers as send volumes

    usually dip outside the workweek

    On Thanksgiving, notifications drove 42% of all app opens

    On Black Friday, notification engagement rates jumped 30% compared to

    Thanksgiving and remained steady at 14-15% through the weekend

    On Cyber Monday, notification send volume increased 50% from the day

    prior, but engagement rates dropped 12%

    17

    Source: Urban Airship 2015 analyzed data from same 150 retail apps through Cyber Week for 2013 and 2014

  • Most connected holiday shopping season --

    ever

    18

    78%Used the Internet for holiday

    research last year

    Source: Google Holiday survey

    Shoppers reported spending more time researching and

    purchasing online than they did in years past.

    40%Of holiday shopping occurred

    online

  • Newspaper was a top resource too!

    19

    Top sources for holiday shopping

    decisions (among newspaper readers)

    61% Coupons

    61% Newspaper Ads

    56% Online Retail

    56% Newspaper Inserts

    53% Catalogs

    40% Online Reviews

    18% TV/Radio Ads

    Source: RAM

    89%Look in the newspaper for THANKSGIVINGspecials

  • Ways readers used newspaper ads

    20

    Source: RAM

    71% browse ads for gift ideas

    58% use ads to compare prices

  • PROJECTIONS

    Holiday Season 2015

    21

  • 2015 holiday shoppers will

    22

    Start early

    Use mobile more

    frequently to help

    them shop online

    Half of shoppers will research purchases

    before Thanksgiving weekend

    52% of online smartphone shoppers

    used their phones throughout the

    shopping process

    Source: Google Holiday survey

    Consult more

    sources before

    making decision

    12 sources consulted... nearly tripled

    from 2010

  • Shoppers start early

    23

    Source: Google Holiday survey

    15%

    5%9%

    19%

    48%

    I've already started before Labor Day Before Halloween Black Friday/Cyber

    Monday

    early December

    29%of shoppers will research

    before Halloween

    Halfwill research before

    Thanksgiving

  • Why consumers start shopping early

    24

    Source: NRF

  • Marketers have massive opportunity to

    influence early in the season

    25

    Source: Google Holiday survey

    57%of holiday shoppers dont have specific

    products or brands in min

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