Every year, Black Friday buzz dominates the industry. But while much of the coverage focuses on the biggest discounts, shopper frenzy and digital’s rise, we wanted to turn the spotlight on the fastest-growing sales channel: mobile. Leanplum and Branding Brand teamed up to examine the impact of mobile on the biggest shopping day of the year.
Who pulled more sales on Thanksgiving weekend? In this short and colorful data sheet, we break down which retailers got the most traffic, transactions and conversions on Thanksgiving, Black Friday and Cyber Monday.
Results of the annual Brand Keys Holiday Spend Survey found a robust stock market and high levels of consumer confidence merged to double this year’s increase in anticipated holiday spend. According to 11,625 shoppers, retailers can expect a 4 percent increase in their holiday sales this year, working out to an average spend of $936 per household. The bigger news is the shift in the consumer holiday shopping paradigm. Consumers are making decisions and planning to shop even earlier than previous years. Last year, 41 percent of consumers reported shopping before Black Friday. This year that number has increased significantly, to more than half of consumers (51 percent) reporting they had already shopped or intended to do so before Black Friday. Welcome to “Black November.” Retailers that want to capitalize upon these shifts will have to learn to better engage consumers and use their brands as the added-value consumers seek.
SendinBlue recently conducted an online survey with 750 U.S. millennial consumers to gain insights into shopping habits, preferences and plans for the 2017 holiday season. The results revealed key insights, including the fact that most millennials are planning to do their holiday shopping in the first half of December, rather than during Black Friday and Cyber Monday. Sixty-six percent of millennials also noted that at least half of their holiday shopping would be done online this year. As for what they want to see from marketers, 60 percent of millennials said they were most likely to engage with email content that promotes sitewide or product category sales.
To understand the habits, preferences and opinions on email personalization, Dynamic Yield surveyed 550-plus consumers in North America, Europe and Asia. The results show a clear desire for more tailored, highly curated and relevant email messaging. And as practitioners budget their spend on email marketing this year, the opportunity to improve the current state of the channel is too large to ignore.
The 2017 Global Sourcing Reference report from Kurt Salmon, part of Accenture Strategy, highlights that retailers which shift production to alternate locations with cheaper labor costs are chasing a temporary fix to a bigger problem, as costs rise in sourcing regions globally. Instead, retailers must move away from a sourcing cost obsession and focus on reinventing their operating model to unlock trapped value in their supply chains. Technology innovation — across analytics, artificial intelligence, robotics, 3-D printing and other areas — will be the key enabler on this path forward, fostering better collaboration and visibility across the value chain while greatly improving product innovation, time to market, reliability, execution and quality.