holiday look back · summary. executive. source: emarketer, “us 2018 holiday season review and...
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HolidayLook BackHoliday Planning 2019
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Summary
Executive
Source: eMarketer, “US 2018 Holiday Season Review and 2019 Preview”
Total Retail Sales
$707.50 B+4.5%
Total eCommerce Sales
$123.9 B+16.5%
eCommerceDesktop Sales
$70.62 B+7.5%
eCommerceMobile Sales
$53.28 B+2.9%
Summary
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Top 10 Holiday Season Shopping Days Ranked by Retail Ecommerce Sales 2018
2018 Spending
Cyber Monday $7.87 B
Black Friday $6.22 B
Thanksgiving $3.68 B
Super Sunday $3.39 B
Small Business Saturday $3.05 B
November 27 $2.97 B
Green Monday $2.87 B
December 11 $2.55 B
December 12 $2.52 B
December 9 $2.41 B
2018 Results
Source: eMarketer, “US 2018 Holiday Season Review and 2019 Preview”
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2018 Biggest Revenue Growth vs Corresponding Days in 2017
2018 Spending % Change
Thanksgiving $3.68 B +28.0%
Super Sunday $3.39 B +25.6%
Small Business Saturday $3.05 B +25.5%
Black Friday $6.22 B +23.6%
Cyber Monday $7.87 B +19.7%
2018 Results
Source: eMarketer, “US 2018 Holiday Season Review and 2019 Preview”
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2018 Results
Source: eMarketer, “US 2018 Holiday Season Review and 2019 Preview”
Share of 2018 Holiday Season Retail Ecommerce Traffic vs Revenues, by Device
Traffic Revenue
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2019 Key Dates
October
10/14
Columbus Day
10/19
Sweetest Day
10/31
Halloween
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2019 Key Dates
November
11/1All Saints’ Day
11/11Veterans Day/Singles’ Day
11/23Friendsgiving11/24Super Sunday
11/28Thanksgiving11/29Black Friday11/30Small Business Saturday
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2019 Key Dates
December
12/2Cyber Monday
12/3Giving Tuesday
12/9Green Monday
12/14Free Shipping Day
12/21Super Saturday
12/22 - 30Hanukkah12/24Christmas Eve
12/25Christmas Day
12/26Kwanza/Boxing Day
12/31New Years Eve
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2019 Key Shipping Dates
12/13USPS Retail Ground12/19USPS First Class Mail/Priority Mail12/19USPS 3-Day Air
12/20UPS 2-Day Air
12/21USPS Priority Mail Express 12/21UPS Next Day Air
12/23UPS On-Call Pickup for UPS Next Day Air
KEY SHIPPING DEADLINES FOR ARRIVAL BY DECEMBER 24
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Cyber Month
Each year shoppers are starting earlier and demanding
retailers do as well, this is changing The Cyber 5 to be
Cyber Month November
Holiday Predictions
In 2018, 50% of holiday shopping was done by December 3 and 80% was done by December 15
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Automation in Motion
Retailers will continue to rely on automated campaigns that
can be customized to each shopper
Holiday Predictions
Targeted notifications had an 89% higher engagement rate than non-targeted (broadcast) notifications
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Beyond the Inbox
Mobile will continue to grow and dominate
Holiday Predictions
SMS notifications were up 69% in 2018 compared to 2017
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Data is Power
Retailers will get to know shoppers on a more personal
level, using customer data to their advantage
Holiday Predictions
64% of consumers say they feel retailers don’t know them, 24% of marketers use AI to personalize the customer journey
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Stand Out from the Inbox Crowd
Successful retailers will increase message cadence with a purpose,
prioritize personalization and utilize send time optimization
Holiday Predictions
Open rates for emails can drop 25-30% below normal during the holidays
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Stores and More
Buy-Online-Pick-Up-In-Store (BOPIS) has blended brick-
and-mortar and online shopping, retailers must start to
center their holiday marketing around this tactic
Holiday Predictions
85% of shoppers who go in-store to pick up an item end up buying additional items
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Holiday 2019
GiftGuides
A Must Click for Shoppers
Offer gift guides by category, price, gender, theme-based, etc.
Providing valuable content allows customers to feel confident shopping and simultaneously grows your audience and increases brand loyalty.
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Holiday 2019
GiftCards
Convenience is Key
Gift cards are a guaranteed great gift for last minute shopping or those hard-to-shop for.
In January, follow up with a reminder to redeem them with a few suggestions.
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Holiday 2019
Celebrate Everyday
Everyday Can Be a HolidayAlign your brand with un-official holidays to be relevant in the inbox and be seen daily throughout the holiday season.
Daylight Savings
No Shave November
Friendsgiving
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