The 2019 holiday season is predicted to be record-breaking. Both the National Retail Federation and eMarketer predicting increases from last year, with the latter predicting a first-ever trillion-dollar holiday season. While some consumers are concerned about tariffs affecting prices, retailers are concerned about the shorter calendar creating a shipping crunch. Still, last year’s leaders in shipping served up near-perfect on-time delivery rates, and increasing trends in two-day, free, and expedited shipping make shopping online (on desktop and on mobile) easier than ever. The key to serving up a successful advertising strategy, according to experts and trends documented by eMarketer, is a DSP with reach, targeting, and high-quality data, while sponsored, branded, or native advertising offers the highest-value for advertisers and is easiest to monetize for retailers.
Holiday Retail Spend Predictions 2019
Total US retail sales will climb 3.8% to $1.008 trillion, making it the first-ever trillion-dollar holiday season.
US retail eCommerce spending will rise by 13.2% to $135.35 billion this holiday season.
Holiday sales for 2019 are expected to increase by 3.8-4.2% over 2018 (compare to an average increase of 3.7% in the last five years).
Holiday sales are expected to reach a total of between $727.9 billion and $730.7 billion in 2019.
79% of consumers are concerned that tariffs will cause prices to rise, potentially affecting their approach to shopping.
$1,048 = average consumers plan to spend decorations, candy, and gifts as well as other purchases for themselves and their families.
eMarketer predicts that this year’s shortened calendar will create a shipping crunch.
Mobile vs. Desktop
Cyber Monday vs. Black Friday
Cyber Monday is once again expected to be the biggest online shopping day in history, with a total that could approach—or even surpass—$10 billion.
61% of shoppers plan to shop online on Cyber Monday, compared with 45% on Black Friday.
(MiQ study via eMarketer, 2019)
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.
Mobile accounted for 34% of Black Friday 2018 weekend revenue (26.3% smartphones, 7.7% tablets).
Why Content Distribution:
Sponsored product advertising is currently the leading advertiser format because it’s high-value for advertisers and easier to monetize for retailers.
Native advertising will account for 62.7% of total US display ad spending in 2019, up from 54.2% in 2017.
The top two criteria for advertising and marketing professionals in selecting a DSP were audience scale or reach and targeting.
(Adviser Perceptions via eMarketer, 2019)
By leveraging Bidtellect’s platform and these best practices (including unrestricted inventory in all ad formats and refreshing creative), one high-traffic retail e-commerce client saw a 9:1 return on investment (ROI) in 2019, more than doubling their goal.
Utilizing contextual targeting along with creative analysis and optimization brought another retail client 55,400 Purchases, $3,500,000 in revenue, and 13,500 loyalty program sign-ups with Bidtellect’s platform in just half a year.
Americans consume over 135 million pounds of eggnog every year.
(Indiana University via Daily Item)