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Holiday Shopping and Spending Survey Data 2019

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The following is taken from Adobe who has done the most comprehensive report of its kind in the industry!

Online U.S. Spend Prediction • Online holiday spend will surpass 140B, representing 14.1% growth YoY • Retailers will be starting sales early, due to the shortened holiday season • Cyber Monday will set a new record with $9.4B • Conversion doubles during the “Golden Hours”, as deal FOMO sets in • Cyber Week will account for 20% of total holiday season revenue

David vs. The Goliath • Retail Giants will see 2x the boost in sales vs smaller competitors during the holidays • Smaller Retailers dominate organic traffic • E-commerce giants pay to be seen during the holidays

Cyber Monday Will Be the First $9B Day in eCommerce Revenue

Cyber Monday tops the chart for 2019 revenue at $9.4B, an increase of 18.9% over 2018. • Cyber Weekend 2019 revenue (Thanksgiving – Cyber Monday) will break $29B, 20% of the total holiday season’s revenue. Last year Cyber Weekend contributed 19% of the total season’s revenue, indicating consumers are continuing to shift more to shopping on big days.

51% of consumers indicated they prefer to shop on big days like Black Friday and Cyber Monday.

Shopping on Smartphones Will Account For ~47% of the Overall US Retail Holiday Growth

About $3 out of the $4 added to this holiday’s eCommerce spending will come from smartphones.

• E-commerce growth represents about 63% of the overall retail growth.

That means that shopping on smartphones will be directly responsible for half of the increase in shopping this holiday season.

• Americans will spend $14.0B more this holiday season on their phones compared to last year.

Men are slightly likely to be higher spenders, our survey found:

Men are 3% more likely than women to spend over $1,200 on gifts this holiday season (16% vs. 13%). Women are 4% more likely than men to spend under $400 on gifts this holiday shopping season (37% vs. 41%).

This Christmas Consumers Will Purchase On Their Phones More Than On Desktop For the First Time Ever

This Christmas US retailer will see: • Consumers shopping on this family-centric holiday will shop more from their phones for the first day ever. • 50% of consumers choosing to shop on a smartphone even when they have a desktop/laptop available.

HOLIDAY PREDICTIONS | THE SHOPPING MALL IN YOUR POCKET | 2019

  • We Make Smaller Purchases On Smartphones, Leaving Research For The Bigger Screens

The shopping carts we create on desktops are 28% more expensive than the ones on our smartphones. • Individual electronics and apparel items purchased on smartphones are on average 21% cheaper. • The only category where we spend more per item on a smartphone are flowers: the “oh shoot, I forgot Mom’s birthday” flowers bring the price up on smartphones. • Parents use smartphones on the go to purchase baby products and toys. • Purchases that require extensive research, like furniture, appliances, and electronics, are more frequently made on desktops.

Mobile Shopping Is Faster, Easier, And Results in More Dollars Per Minute For Online Retailers

Time per visit has decreased by 11% since Jan 2016, while the number of pages consumers browse through has decreased by 14%. • The result is improved efficiency for online stores converting our browsing time into dollars spent. The amount of money we spend per minute of browsing online has increased by 63% since Jan 2016, from just 30 cents per minute to 47 cents per minute

Shopping from smartphones is more straightforward now, becoming shorter in terms of pages visited and time spent per visit

  • Quality of the Product – 44%
  • Lowest Price – 36%
  • Reviews – 31%
  • The Retailer’s Reputation – 16%
  • Friend’s opinions/Friend’s shop there – 14%
  • Social Media – 6%

As it did last year, quality beat out low price for gift shoppers. But not by as wide a margin.

Last year, 46% of shoppers said quality was the most important factor in buying a gift, while 30% said the lowest price was most important, a 16% gap. This year’s results show the gap closing (44% vs. 36%, or an 8% gap). In other words, consumers seem to be getting more price-focused.

Social media’s grip on consumers’ purchase decisions is still relatively weak. Women, however, are slightly more likely to consider a retailer’s or brand’s social media presence (7%) vs. men (5%) in purchase decisions.

The most desired gift card: Amazon

Buying gift cards for loved ones this year? Go for the Amazon gift card. More than half of our survey respondents say that’s the retailer gift card they’d most like to find in their stockings:

graphic showing most-wanted gift cards

Local businesses most attractive to shoppers looking for something new

Among the shoppers planning to try a new business this holiday shopping season, most plan on going local. Shoppers are far more likely (56%) to try a new local shop than a new website (15%).

What types of new retailers are you likely to try this holiday season?

  • Local stores/businesses – 56%
  • Websites/e-retailers I haven’t visited before – 15%
  • Seasonal/pop-up stores – 11%
  • Social media home-based business (Etsy, etc) – 10%
  • National chains I’ve never tried – 8%

Most online shoppers take advantage of coupons and deals during the holidays

The vast majority of shoppers (71%) at least make an attempt to search for coupons and deals.

How often do you search for deals and coupons when holiday shopping?

  • Most of the time – 25%
  • Every time – 24%
  • Sometimes – 22%
  • Never – 16%
  • Rarely – 13%

Despite the popularity of coupons, more people said they “never” search for deals and coupons when holiday shopping this year, compared with last year (16% vs 6%).

Women are more likely than men to look for a coupon every time they shop. Thirty percent of women say they search for coupons every time versus 18% of men.

Most shoppers plan to shop online

More than half of shoppers plan to do their holiday shopping online (by computer, smartphone or tablet).

How do you plan to shop this holiday season?

  • Online, on a laptop or desktop computer – 39%
  • Online, on a smartphone or tablet – 22%
  • In-store – 39%Shoppers are just as likely to hit the stores as they are to shop via laptop or desktop this year, but nearly one-fourth plan to shop via phones or tablets. The 25-to-34 age bracket is most likely to shop on their phones (27% of them say they will use their smartphones to shop for the holidays this year).

Holiday shoppers are on the hunt for tech deals

When asked which category was most likely to yield deals this holiday season, more than half of shoppers said they expect the tech category to deliver.

Which category do you think will have the best deals this holiday season?

  • Tech – 51%
  • Clothes – 22%
  • Toys – 20%
  • Houseware – 16%
  • Travel – 10%
  • Other – 2%

Survey methodology

We collaborated with Offers.com for a Google survey of 1,500 U.S. adults in September 2018.

Google Surveys makes use of the inferred demographic and location information to employ stratified sampling by distributing the surveys based on the targeted audience to its publisher network and/or smartphone (Android and iOS) users. It infers demographics through respondents’ browsing history (e.g., infer geography from IP address), and matches them against existing government statistical data. Google Surveys uses post-stratification weighting to compensate for sample deficiencies to remove bias among the survey sample. This gives a more accurate result with lower root mean square error (RMSE) which also makes the results better represent the Current Population Survey (CPS). A full description of the Google Surveys methodology can be found here.

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