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