2020 holiday post mortem - data and research on digital
TRANSCRIPT
2020 Holiday Post MortemFebruary 2021
eCommerce Ruled 2020 Holidays
Ecommerce Carried 2020 Holidays
eCommerce
Retail Sales
By the NumbersExactly just how large was the ecommerce surge?
Holiday Retail: By the Numbers
Ecommerce as a portion of overall sales● Total retail sales overall rose 8% to $785b● Ecommerce grew 33% to $189b● 24% of sales came from online purchases
Conversion Rates also increased● 9% lift in conversion rates● 10% lift in revenue per visit
source: Digital Commerce 360, Adobe
Holiday Retail: By Category
Overall ecommerce growth was up 33% In-store sales were also up (in some cases):
source: Salsify
Black Friday
Holiday Retail: Cyber 5
Cyber MondayThanksgiving
$9.03B
● Cyber 5 increased 20%, yet still fell short of analyst expectations● 95m customers shopped online only (44% YoY increase)● 40m customers shopped in-store only● 50m customers shopped on both channels
Why did Cyber 5 fall short of analyst expectations?● The Holiday shopping season started earlier● 24% of the top 1000 online retailers were promoting holiday sales on Oct 13
$5.1B $10.8BUp
21.5%Up
22%Up
15%
source: Digital Commerce 360, Salsify
Delivery and PickupHow did shoppers get their products?
Inventory & Fulfillment
Amazon Prime has conditioned us to expect 3 things:1. 2 day delivery2. Accurate delivery dates3. Free shipping!
The 2020 holiday season saw extended delivery times but kept fulfillment promises● Deliverr 98% on-time delivery● 31% YoY increase in last-mile shipping
BOPIS and Curbside Pickup was a huge hit● Target saw 500% increase in BOPIS activity● Dick’s Sporting Goods attributed their holiday season success to BOPIS
source: Deliverr, Target, Salsify
Lessons to be Learned
Diversify your selling points to the consumer.
Set Proper Expectations
ATTENTION
INTEREST
RESEARCH
INTENT
DECISION
BUY
Title
Images
Enhanced Content
Customer Reviews
Product Details
Buy or Sell?2021 Trends to Watch
BOPIS
Buy or Sell?
Distributed Black Friday Sales
Buy or Sell?
Ecommerce Conversion Rates
Buy or Sell?
Online Impulse Buying
Buy or Sell?
Simplify with SalsifyThe premier commerce experience management platform for winning the Digital Shelf
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Speak with Salsify
SJ PetterutiPrincipal GTM [email protected]
Jon HermanContent Marketer & Data Analyst
Questions?
