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Page 1: Holiday Shopping Trends 2016

RINGING IN

TRENDS &INSIGHTS

Holiday2016

Page 2: Holiday Shopping Trends 2016

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.

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Page 3: Holiday Shopping Trends 2016

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.

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Page 4: Holiday Shopping Trends 2016

Promotions

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.

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Page 5: Holiday Shopping Trends 2016

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.

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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

4.3%Conversion Rate

16.4% of Sales

$106.60Average Order Value

40.5% of Traffi c

1.5%Conversion Rate

14.6% of Sales

$131.65Average Order Value

11.9% of Traffi c

3.7%Conversion Rate

All Values are from November–December 2015. Source: eMarketer, March 2016.

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Page 7: Holiday Shopping Trends 2016

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.

ActionPeople buy,

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.

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Advertise Early & OftenRUNNING ACROSS MULTIPLE DEVICES WILL HELP YOU REACH CONSUMERS AT ALL POINTS, THROUGHOUT THE HOLIDAY SHOPPING MONTHS.

Print

Desktop& Mobile

Desktop & Mobile

Desktop Mobile

Mobile

SEPTEMBER OCTOBER BLACKFRIDAY

CYBERMONDAY

EARLYDECEMBER

DAYS LEADING

UP TO CHRISTMAS

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Page 9: Holiday Shopping Trends 2016

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.

ALL

HOW MUCH SHOPPING WILL BE DONE ONLINE THIS YEAR (%)

MILLENNIALS

GEN. Z

GEN. X

BABY BOOMERS

WW2/SWING GEN.

All of it

More than half

About half

Less than half

None

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.

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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.

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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?

30%

47%

53%

57%

46%

Thanksgiving

Black Friday

Prior to Thanksgiving

Year-Round

Cyber Monday

Source: Mintel, 2016.MNI Targeted Media Inc. | 2016 Holiday Shopping Trends 11

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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.

67%

65%

49%

34%

32%

32%

29%

25%

25%

21%

19%

7%

MASS MERCHANDISERS

AMAZON.COM

DEPARTMENT STORES

WAREHOUSE CLUBS

DOLLAR STORES

ELECTRONIC STORES

DISCOUNT STORES

HOME IMPROVEMENT STORES

SPECIALTY CLOTHING STORES

SPORTING GOODS STORES

ONLINE-ONLY RETAILERS

NO PURCHASES THIS YEARMNI Targeted Media Inc. | 2016 Holiday Shopping Trends 12

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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.

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Page 14: Holiday Shopping Trends 2016

ANY GIFT

GIFT CARDS

CLOTHING & FOOTWEAR

TOYS & GAMES

ELECTRONICS

JEWELRY & ACCESSORIES

FURNITURE, HOME DÉCOR, & COOKWARE

BEAUTY & PERSONAL CARE

APPLIANCES

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

93%

60%

57%

49%

38%

35%

26%

25%

14%

Source: Mintel, 2016.MNI Targeted Media Inc. | 2016 Holiday Shopping Trends 14

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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

Page 16: Holiday Shopping Trends 2016

There’s still time to capture some holiday

shopping dollars!

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© 2016 MNI Targeted Media Inc. | A Time Inc. Company225 High Ridge Road, Stamford, CT 06905 | 800.225.3457 | mni.com


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