Spending IncreaseTHIS HOLIDAY SEASON IS BIGGER THAN EVER; MAKE SURE TO GET YOUR SHARE OF THE MULTIBILLION DOLLAR SEASON.
SPENDING MORE: 41% of all shoppers say they plan onspending more this holiday season than they did last year.
SPENDING LONGER: There are two extra days betweenThanksgiving and Christmas this year, allowing for extrashopping time.
SPENDING ON THEMSELVES: 57% of holiday shoppers plan to take advantage of holiday sales to treat themselves.Sources: Mintel, 2016; eMarketer, 2016; NRF, 2016.
MNI Targeted Media Inc. | 2016 Holiday Shopping Trends 2
Online Shopping Is Dominating
BUYING ONLINE: 48% of consumers plan to purchase all or nearly all of their gifts online this upcoming holiday season.
PICKING UP IN-STORE: 32% of holiday shoppers bought something online for in-store pick up, to save on shipping charges and get the item faster.
M-COMMERCE: Mobile devices accounted for over 30% of all holiday online sales last season. Sources: Mintel, 2016; eMarketer, 2016; NRF, 2016.
MNI Targeted Media Inc. | 2016 Holiday Shopping Trends 3
LOOKING FOR DEALS: 40% of all holiday shoppers seek out online promotions
EXTENDED SALE SEASON: The majority of retailers startpromotions as early as September, and are extending sales into the new year.
s With the holiday season extended and sales continuing, the emphasis on major shopping days like Black Fridayis starting to lessen.
Sources: Mintel, 2016; eMarketer, 2016; NRF, 2016.
MNI Targeted Media Inc. | 2016 Holiday Shopping Trends 4
On the Rise s Since 2009, dollar spending for
November and December has continued to grow, reaching $682 billion in 2015.
s Retail sales in November and December are projected to grow 1.3% this upcoming holiday season, which is a modest gain, but still expected to surpass last year by $10 billion.
s Sales during November and December are estimated to account for 18.7% of total retail sales in 2016.
YEAR SALES IN NOV. & DEC. ($ BILLION)
% ANNUAL CHANGE
2016 (est.) $692 1.3
2015 $682 1.7
2014 $671 2.4
2013 $655 1.9
2012 $643 2.7
2011 $626 5.6
2010 $592 5.6
2009 $561 2.8Source: Mintel, 2016.
MNI Targeted Media Inc. | 2016 Holiday Shopping Trends 5
How Are PeopleShopping Online?EVEN THOUGH MOBILE USE IS CONSTANTLY GROWING, 2015 NUMBERS INDICATE THAT DESKTOP DOMINATES.
DESKTOP MOBILE PHONE TABLET
69% of Sales
$134.70Average Order Value
47.5% of Traffi c
16.4% of Sales
$106.60Average Order Value
40.5% of Traffi c
14.6% of Sales
$131.65Average Order Value
11.9% of Traffi c
All Values are from November–December 2015. Source: eMarketer, March 2016.
MNI Targeted Media Inc. | 2016 Holiday Shopping Trends 6
Driving Online SalesCONSUMERS ARE USING DIFFERENT DEVICES THROUGHOUT THE PURCHASE PROCESS.
AwarenessSomething sparks an interest—it meets a need or creates one.
ConsiderationPeople think about it
and ask around.
join, signup, etc.
56% of online U.S. consumer traffi c is conducted on mobile devices.
The dollar value for desktop purchases is 21% higher thanpurchases made on mobile.
Sources: Mintel, 2016;Marketing Land, 2015.
MNI Targeted Media Inc. | 2016 Holiday Shopping Trends 7
Advertise Early & OftenRUNNING ACROSS MULTIPLE DEVICES WILL HELP YOU REACH CONSUMERS AT ALL POINTS, THROUGHOUT THE HOLIDAY SHOPPING MONTHS.
Desktop & Mobile
SEPTEMBER OCTOBER BLACKFRIDAY
UP TO CHRISTMAS
MNI Targeted Media Inc. | 2016 Holiday Shopping Trends 8
Online DominationMILLENNIALS DOMINATE ONLINE HOLIDAY SHOPPING, BUT THEY’RE NOT THE ONLY ONES WHO WILL DO MOST OF THEIR SHOPPING ONLINE THIS SEASON.
92% of consumers are planning on shopping online this holiday season.
HOW MUCH SHOPPING WILL BE DONE ONLINE THIS YEAR (%)
All of it
More than half
Less than half
I’m not planningon buying any gifts this year
21 27 26 18 5 3
37 30 21 8 2 1
12 31 42 9 4 3
9 20 29 30 8 4
9 18 18 31 17 8
14 33 30 17 4 2
Source: Mintel, 2016.
MNI Targeted Media Inc. | 2016 Holiday Shopping Trends 9
Mobile ConnectivityCONSUMERS TURN TO THEIR MOBILE DEVICES FOR SHOPPING SUPPORT.
MOBILE SALES GROWING: Last year, mobile sales increased 60% during the holidays, and they’re expected to grow signifi cantly this year as well.
SMARTPHONE TRAFFIC EXCEEDING DESKTOP: Smartphone traffi c rose substantially as Christmas grew closer last year. In the days leading up to Christmas, smartphone traffi c exceeded desktop traffi c.
IN-STORE SHOPPERS ARE GLUED TO THEIR MOBILES: 42% of in-store shoppers conducted online research while in-store. 46% of those visited the retailer’s own website.Sources: Mintel, 2016; NRF, 2016.
MNI Targeted Media Inc. | 2016 Holiday Shopping Trends 10
When Do Consumers Start Shopping?
s 40% of consumers begin their shopping before November.
s Over half of consumers shop all year-round, as they fi nd items they like.
s Those most likely to shop year-round, or earlier than November, are typically adults, ages 18–34, with a HHI of $75k+; those with at least three children in the household; and Hispanics.
s 93% of consumers plan on purchasing some sort of gift this holiday season.
EVEN THOUGH THE BULK OF HOLIDAY SHOPPING IS DONE INNOVEMBER AND DECEMBER, MANY CONSUMERS STARTSHOPPING WELL BEFORE THEN.
WHEN ARE CONSUMERS HOLIDAY SHOPPING?
Prior to Thanksgiving
Source: Mintel, 2016.MNI Targeted Media Inc. | 2016 Holiday Shopping Trends 11
Where arePeople Shopping?
s One-in-three consumers say they prefer to purchase big-ticket-items in person rather than online.
s Amazon is taking over—48% of shoppers say they plan to do all or nearly all of their holiday shopping on this one site.
Source: Mintel, 2016.
WHEN THINKING ABOUT THE UPCOMING 2016 HOLIDAY SEASON, CONSUMERS PLAN ON SHOPPING AT A WIDE VARIETY OF RETAILERS.
HOME IMPROVEMENT STORES
SPECIALTY CLOTHING STORES
SPORTING GOODS STORES
NO PURCHASES THIS YEARMNI Targeted Media Inc. | 2016 Holiday Shopping Trends 12
It’s All About the ValueCONSUMERS ARE LOOKING FOR MORE VALUE FROM RETAILERS WHEN SHOPPING THIS HOLIDAY SEASON.
Close to 60% of all transactions last year included free shipping.
56% of consumers said they abandoned their shopping cart because the shipping costs made the total purchase more than expected.
63% | Free shipping from online retailers
38% | Fast delivery times for online orders
34% | Gift card coupons for future purchases post-holidays
22% | Free gift wrapping services
43% | Free gifts with purchase
WHAT CONSUMERS ARE LOOKING FOR
Source: Mintel, 2016.
MNI Targeted Media Inc. | 2016 Holiday Shopping Trends 13
CLOTHING & FOOTWEAR
TOYS & GAMES
JEWELRY & ACCESSORIES
FURNITURE, HOME DÉCOR, & COOKWARE
BEAUTY & PERSONAL CARE
What Gifts AreConsumersBuying?PEOPLE WILL PAY MORE FOR THE RIGHT GIFT: 86% of consumers say it is very important for them to get the right gift, while only 78% say it is extremely important for them to stay within their holiday budget.
GIFT CARDS REMAIN HOT: Retailers with gift cards available online in multiple denominations will have the most success.
EXPERIENCES TRUMP TANGIBLE GOODS: Consumers are starting to shy away from tangible items and beginning to go for experiences instead. 88% of Millennials say they would spend their money on experiences, with 85% saying they would purchase tangible items.
GIFTS SHOPPERS PLAN TO PURCHASE IN 2016
Source: Mintel, 2016.MNI Targeted Media Inc. | 2016 Holiday Shopping Trends 14
The Wrap-UpMORE PEOPLE ARE SHOPPING
Over 93% of people plan on making a holiday purchase this year.
PEOPLE ARE SPENDING MORE MONEY41% of consumers plan on spending more on gifts than
they did last year, adding up to the $10 billion dollar increase in total sales.
PEOPLE ARE SHOPPING ON MULTIPLE DEVICES
One device is not enough anymore. People are beginning their preliminary research on their desktops and mobiles, shopping in-store with their mobiles, and
ultimately completing purchases on their desktops.
THE SHOPPING SEASON IS LONGER THAN EVER
Retailers are starting holiday sales earlier than ever and extending them well past Christmas.
Source: Mintel, 2016.MNI Targeted Media Inc. | 2016 Holiday Shopping Trends
There’s still time to capture some holiday
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