2017黑色星期五购物报告（英文版）_16页_768kb

Black Friday 2017 Shopping Report Summary

Core Content

The 2017 Black Friday shopping report highlights a growing enthusiasm among both US and UK consumers for the event, with increased participation rates and a shift towards digital and omnichannel shopping behaviors. The survey, which included 3,226 respondents (2,585 from the US and 641 from the UK), reveals significant changes in consumer attitudes and purchasing habits over the past year.

Main Findings

• Consumer Sentiment is Positive:

  • US: 44% of consumers plan to shop, up from 26% in 2016.
  • UK: 81% of consumers plan to shop, up from 22% in 2016.
  • Consumers are more motivated by "one-off" promotions and steep discounts, with 37% of US and 38% of UK shoppers citing these as key drivers.
  • 30% of UK and 29% of US shoppers consider Black Friday one of their favorite shopping events.

• Personalized Marketing is in Demand:

  • Personalized discounts and tailored offers are increasingly important to consumers.
  • 43% of UK and 41% of US shoppers value privileged access to additional discounts.
  • Early access to Black Friday sales is also highly valued, with 38% of UK and 31% of US shoppers prioritizing it.
  • 19% of US and 11% of UK consumers want customized offers on non-discounted items, showing a loyalty-based preference.

• Omnichannel Shopping is Rising:

  • 36% of US and 31% of UK consumers plan to shop both in-store and online.
  • This is a significant increase from 18% (US) and 11% (UK) in 2016.
  • 25% of US and 31% of UK consumers plan to mostly shop online.
  • 28% of US shoppers and 17% of UK shoppers plan to shop in-store only or mostly.

• Mobile Devices are Becoming the Preferred Platform:

  • US: 26% of consumers plan to use smartphones for purchases, up from 20.5% in 2016.
  • UK: 31% of consumers plan to use smartphones, up from 16.5% in 2016.
  • Tablet usage is declining, with UK at 13.92% and US at 9%.

• Research Channels Differ Between US and UK:

  • UK: Desktop/laptops (43.5%) and smartphones (38%) are the primary research tools.
  • US: Smartphones (35.5%) and desktop/laptops (34%) are the top research tools.
  • Traditional media still plays a role in the US, with 12% relying on catalogs, flyers, and newspaper ads, and 4% on TV.

• Shopping Categories and Budgets:

  • Consumer Electronics and Clothing are the top categories for both US and UK shoppers.
  • US: 33.5% plan to shop in more categories; 24% have a higher budget.
  • UK: 48% plan to shop in more categories; 36% have a higher budget.
  • US: 12% plan to spend $500 or more; 9% expect to spend $1000+.
  • UK: 7% have a budget of £400; 9% expect to spend £500 or more; 3.5% anticipate spending £1000+.

Key Trends

• Increased Participation: Both US and UK consumers show a marked increase in their intention to shop compared to 2016.
• Growing Digital Preference: Desktop/laptops remain the dominant shopping device, but mobile usage is rising significantly.
• Omnichannel Strategy is Crucial: Consumers are blending online and in-store shopping, emphasizing the need for seamless integration between the two.
• Personalization is Key: Consumers are increasingly seeking tailored offers, suggesting that generic discounts may no longer be effective.
• Budgets are Rising: More consumers are planning to spend more than last year, with some even willing to spend without a fixed budget.

Consumer Motivations

• Special Promotions: Seen as a unique shopping opportunity, especially in the UK.
• Steep Discounts: Still a major driver, though less emphasized than in previous years.
• Convenience and Research: Online shopping is preferred for its ease and the ability to research deals before visiting stores.
• Avoiding Crowds: A growing number of consumers prefer online shopping to avoid the chaos of in-store events.

Conclusion

Black Friday is becoming an increasingly important shopping event, with both US and UK consumers showing higher engagement and spending intent. Retailers must focus on personalized marketing, omnichannel integration, and clear communication of offers to meet evolving consumer expectations. The report also emphasizes that in-store experiences still hold value, particularly for US shoppers who enjoy tactile product interaction. By leveraging data and analytics, retailers can create more relevant and impactful promotions that resonate with their customers.