2017假日购物季简讯_美国及全球品牌和零售商洞察（英文版）_13页_850kb

Criteo Holiday Wrap-up Summary (November – December 2017)

Core Content Overview

This document provides a comprehensive analysis of holiday shopping trends across various countries during the period of November to December 2017, highlighting the impact of omnishopping, mobile commerce, and the evolution of key commerce days such as Black Friday, Cyber Monday, and Cyber Week II. It also explores the rise of eGrocery, the role of gift cards, and the significance of specific products in the market.

Main Trends and Insights

Omnishopping Dominates

• Definition: Omnishopping refers to the use of multiple devices and channels (online and offline) to shop and purchase goods.
• Adoption: By 2017, 75% of global shoppers and 83% in the US were omnishoppers.
• Behavior: Shoppers often use the internet to pre-shop, especially in high-consideration categories like consumer electronics and baby products.

Black Friday and Cyber Monday as Key Commerce Days

• US: Black Friday and Cyber Monday remain the most significant shopping days, with substantial increases in both shoppers and purchasers.
• Shoppers: +233% over the average day in October.
• Purchasers: +271% increase.
• Cart Value: Average basket size was £132, with an average item price of £67.

Cyber Week II Emerges

• Definition: The week between Christmas and New Year's, driven by year-end deals and gift cards.
• Impact: Shoppers are increasingly purchasing during this period, especially in the US and Australia.
• Australia: Click Frenzy (November 14) was more important than Black Friday, with a +139% sales increase compared to +99% for Black Friday.
• US: Cyber Week II saw a significant rise in product detail page views and shopper activity, with New Year's Eve being the peak for mobile commerce.

Mobile Commerce Gains Momentum

• Global Trend: Over 40% of sales during November and December were made via mobile devices.
• Device Usage: Mobile share varied by day, with lower usage on Cyber Monday and higher on Christmas Eve and New Year's Eve.
• Black Friday: Mobile share was 56% on Black Friday and 60% on the weekend in the UK.
• Brazil: Mobile share was 28% on Black Friday, rising to 43% during the weekend.

eGrocery Gains Traction in the US

• Adoption: The US saw a significant rise in eGrocery, inspired by the success of UK and European retailers.
• Performance: Order values for CPG (Consumer Packaged Goods) were highest on the days leading up to major holidays.
• Examples: Walmart and Target expanded Click & Collect services, helping shoppers get goods on time for holiday cooking.

Top Gifts of 2017

• LOL Surprise!: Rose in popularity in September and remained a top gift throughout the season.
• Our Generation: A more affordable character doll that saw strong interest.
• Lego: Lego Ninjago was the most popular Lego type, surpassing previous hits like Lego Star Wars.
• Fam Jams: Family-themed products like matching pajamas and adult onesies gained traction.
• 4K TVs: A major holiday purchase, with strong interest in smart TVs and 4K UHD models.
• Google Home Mini: The most searched electronic term during Cyber Week, especially due to its affordability.
• Instant Pot: A global hit, known for its versatility and efficiency in cooking.

Regional Highlights

Key Takeaways for Brands and Retailers

• Collaborative Marketing: Brands and retailers should adopt a collaborative approach to marketing, leveraging omnishopping behavior.
• Performance-Based Marketing: Commerce marketing should be performance-based, allowing for real-time adjustments based on inventory and market dynamics.
• Optimize for Mobile: Mobile commerce is now the norm, requiring responsive design, optimized images, and persistent carts across devices.
• Personalized Experience: The focus should shift from the battle between online and in-store to creating a seamless, personalized customer experience across all channels.
• Support Digital Shelves: Brands need to manage their digital shelves as effectively as they do their physical ones, especially in categories like CE (Consumer Electronics) and CPG.
• Plan for Cyber Week II: Allocate budget for Cyber Week II, as it represents a significant shift in shopper behavior towards self-purchase with gift cards.

Omnishopping Modes

Conclusion

The holiday season of 2017 marked a turning point in retail, with omnishopping and mobile commerce becoming central to consumer behavior. Black Friday and Cyber Monday continued to be major commerce days, while Cyber Week II emerged as a new period of intense shopping activity. The rise of eGrocery and the shift in shopper priorities (e.g., gift cards, self-purchase) underscore the need for brands and retailers to adapt their strategies to the evolving digital landscape.