E-COMMERCE HOLIDAY REVIEW & TRENDS FOR 2017
LOOKING BACK AND PLANNING AHEAD FOR 2017.
REVIEW
IDENTIFY
PROVIDE
This presentation will:
customer behaviorduring the holidays
holiday shopping trends
tips for succeedingin 2017
ONLINE HOLIDAY SPENDING 2016
$91.7B spent online (up 11% from 2015)
Source: Adobe Digital Insights Holiday Recap Report 2016. Adobe.
$63.1B spent on desktops (up 12% from 2015)
BLACK FRIDAY CYBER MONDAY TUESDAY NOV. 29
Highest revenue-earning days in the season for desktop sales:
Sources:“Final 2016 Desktop Online Holiday Sales Reach $63.1 Billion, Up 12 Percent vs. Year Ago.” ComScore.“Holiday e-commerce sales slightly exceed expectations.” Internet Retailer.
$2.7B $2.2B $1.9B
E-commerce traffic volume up from 2016
25%NEW YEAR’S DAY
POST-CHRISTMAS TRAFFIC
Source:“Holiday e-commerce sales slightly exceed expectations.” Internet Retailer.
Things didn’t slow down after the holidays.
HOLIDAY TRENDS
CUSTOMERS ARE SHOPPING EARLIER
Online sales began spiking around Nov.13-14, a week earlier than last year.
HOLIDAY TRENDS
Source: Black Friday Web Sales Soar by 21.6%.Internet Retailer.
GENDER SPLIT
Men planned to spend 69% more than women during Black Friday and Cyber Monday events
Women shop more, but men buy bigger-ticket items
Men are more likely to use sales to shop for themselves
Women are more likely to use them to buy gifts
HOLIDAY TRENDS
Source: Data Dive: Black Friday Edition. PYMNTS.
MOBILE EXPLODES
mobile revenue (+23% year over year)
$28.43B
HOLIDAY TRENDS
Source: “Holiday e-commerce sales slightly exceed expectations.” Internet Retailer.
GET AHEAD IN 2017
FRICTIONLESS COMMERCE
Make the shopping experience as simple as possible
Eliminate friction points in the shopping experience
Think from your customer’s perspective and leverage technology and design to remove obstacles
SUBSCRIPTION SERVICES
Subscriptions help drive retention and predict purchase revenues.
NON-TRADITIONAL COLLABORATIONS
Partner with a business who shares your market and can complement your marketing efforts.
IMMERSIVE ENCOUNTERS
Develop richer experiences and engagement opportunities.
PREDICTIVE MARKETING & PERSONALIZATIONSend the right message to the right audience at the right time.
MILLENNIALS
Largest consumer group
Value transparency and social responsibility
AUTHENTICITY
Be yourself. Use cause marketing to convey core values and improve customer perception.
MOBILE
Mobile is evolving as a sales channel and enhancing the in-store shopping experience.
TAKEAWAYS
Simplify customer experiences
Try a subscription model
Look for complementary marketing partners
Enhance customer experience
Personalize customer communication
Be authentic
Focus on mobile
Find healthy ways to reach new markets
