‘Tis the Shopping Season…
If planning your holiday campaigns feels overwhelming – fear not. Arm yourself with the stats that matter for the most up-to-date programmatic strategy. The focus of this Infographic is the most recent data on holiday retail spend, holiday shopper patterns, and content marketing including mobile and video. Bonus: scroll down for 4 Key Takeaways you can implement now.
Retail Holiday Spend 2018
Total Holiday Spend
Total U.S. Holiday retail spending increased 5.4% to $998.32 billion in 2018
November + December
Total U.S. online sales in November and December 2018 reached $122 billion, an increase of 17.4% from 2017
Trillion Dollar 2019
eMarketer predicts that the 2019 holiday season will see healthy US retail spending growth of 3.7% to $1.035 trillion
Black Friday and Cyber Monday
Black Friday Weekend
About 18% of shoppers consolidate all of their shopping to the Black Friday-to-Cyber Monday period
Billion Dollar Weekend
Black Friday 2018 (Thanksgiving Day plus Black Friday) raked in $9.9 billion in online sales – a 19.7% increase over 2017
Mobile Revenue
Mobile accounted for 34% of Black Friday weekend revenue (26.3% smartphones, 7.7% tablets)
Online Only
63% of Black Friday weekend shoppers spent time shopping online – researching, browsing, and purchasing
Cyber History
Cyber Monday was the heaviest online spending day in history, with a reported $7.87 billion
Content Matters to Holiday Sales
Research First
53% of holiday shoppers say they always do research before they buy to ensure they are making the best possible choice
Last Minute Hunt
51% of Last-Minute Shoppers said they weren’t certain where they wanted to buy, or they had multiple retailers in mind, when they started shopping
Quick Gifters
48% of shoppers want to get their shopping done as quickly as possible.
Content First
Content makes consumers 131% more likely to buy.
Mobile is the Move
Higher CTR
According to data pulled from Bidtellect’s platform, in Q4 2018 Mobile CTR was 150% higher than Desktop and 19.2% higher than Tablet
Shopping In-Store
72% of Black Friday weekend shoppers used their mobile device to shop and/or browse, with 52% using their mobile device while in store
Last Minute Shoppers
65% of last-minute (two days before Christmas holiday) shoppers used their mobile device to shop and/or browse, with 43% using their mobile device while in store
Target Accordingly
67% of smartphone users are more likely to purchase from companies whose mobile sites or apps customize information to their location.
Don’t Forget Video
Click-to-Play Engagement
In-Feed Click-to-Play Video engagement grew 143% from 2017 to 2018
Video Inspo
Two Thirds (⅔) of shoppers say online video has given them ideas and inspiration for their purchases
The Top 4 Takeaways
Consider the Entire Customer Journey
Holiday shoppers might start early (before November) and shop all the way through December or start browsing online then buy more in store, or read articles for ideas then buy a month later… The possibilities are endless. So target and retarget using a multichannel approach.
Mobile Matters
Incorporate mobile into your strategy. Do it. Also remember that the the buy online, pick up in store option is gaining momentum.
Go Native
The best way to distribute your content is with Native. Simple as that. Our Top 3 KPIs for Retail Advertisers in 2018 were:
- Drive Traffic to Blog Content
- Offer-Driven Creative (Like a Promotion)
- Drive Sales
Content. Content. Content.
Don’t shout at your shoppers, inspire them. Entice them. Offer articles, blog posts, and videos with ideas and inspiration to make their shopping easier.
The Ultimate Guide to Black Friday 2019
Planning campaigns for the busiest shopping day of the year need not be overwhelming (we promise!) We put together everything you need to know as you prepare for Black Friday 2K19, including best practices, strategies, and need-to-know stats.
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