假日购物趋势（英文版）_13页_2mb

报告摘要

Euromonitor International Holiday Shopping Trends Summary

Core Content

This document provides an overview of holiday shopping trends in the US for 2018, highlighting the significance of the holiday season in retail performance and the evolving role of e-commerce, omnichannel strategies, and logistical challenges.

Main Points

Why Does Holiday Shopping Matter?

Cyclical Sales: Certain categories like general merchandise are highly cyclical, with a large share of sales occurring around holidays, especially at the end of the year.
Extended Season: The US holiday shopping season has expanded to nearly two months, starting with Thanksgiving and ending with Christmas, allowing for more experimentation and innovation.
Critical for Retailers: A strong holiday performance can offset an otherwise poor year, while a weak one can lead to store closures and financial instability, particularly for struggling retailers.

2018 Holiday Shopping Trends

E-commerce Growth

E-commerce is becoming a major force in holiday shopping, with online sales reaching over USD1 billion on 58 of 61 days between November and December in 2017.
Cyber Monday is especially significant for e-commerce, showing strong year-on-year growth.
Retailers use e-commerce to support last-minute shoppers, offering tools such as gift card sales, in-store pickup, and real-time promotions even after shipping cut-off dates.
Omnichannel Retailers like Amazon and others with robust digital infrastructure are well-positioned to benefit from this trend.

Procrastinating Shoppers

Most shoppers do not complete their holiday shopping by the end of November, and the season continues through December.
Retailers are investing in omnichannel and logistics strategies to meet consumer demands, with buy online, pick-up in-store being a cost-effective and popular approach.
Express shipping and same-day delivery options are increasingly being offered to attract last-minute shoppers, with Amazon leading in this area by extending same-day delivery to December 24 in 2017.

Seasonal Labour Shortage

The US unemployment rate has reached a historic low, making it harder for retailers to hire seasonal workers.
Retailers like Amazon, UPS, Kohl’s, Macy’s, Gap Inc, FedEx face significant hiring targets for the 2018 holiday season.
Failure to hire enough staff can lead to delivery delays, operational challenges, and customer service issues that may carry over into the new year.

Voice Shopping

Voice assistants are becoming a more common shopping tool, with consumers using them for product research and list-making.
Retailers are expected to use the 2018 holiday season to test voice retailing strategies, such as integrating voice commerce into the shopping journey.
Voice commerce is seen as a future shopping channel that will become mainstream in the coming years.

Toy Sales Redistribution Post-Toys 'R' Us

The bankruptcy and closure of Toys 'R' Us in 2018 created a significant gap in the traditional toy and games retail market.
Toys 'R' Us accounted for 80% of sales in traditional toy and games stores in 2017, and its closure is expected to reduce their market share to 4% by 2019.
Amazon, Target, and Walmart are expected to benefit the most from this shift, with increased foot traffic in their physical stores and greater digital sales.

Black Friday and Cyber Monday Go Global

Black Friday and Cyber Monday are not just US phenomena but are gaining traction in other markets.
These events are popular in Western Europe, including the UK, Germany, France, and the Netherlands, as well as Brazil and Mexico.
In Asia, Singles' Day (11-11) on November 11 is more popular than Black Friday and Cyber Monday.

Key Information

Holiday shopping season spans almost two months in the US, starting with Thanksgiving.
E-commerce is playing an increasingly important role, especially for last-minute shoppers.
Seasonal hiring is a major challenge due to low unemployment, with large retailers needing to hire millions of workers.
Voice commerce is emerging as a new shopping channel, with retailers testing strategies to integrate it into the customer journey.
The exit of Toys 'R' Us has shifted toy sales to internet retailing, with Amazon, Target, and Walmart expected to benefit the most.
Black Friday and Cyber Monday are becoming global shopping events, though their popularity varies by region.

Summary Table

Trend	Key Insight
Cyclical Sales	Holidays are a major driver of retail sales, especially in general merchandise.
Extended Season	The holiday shopping season in the US has expanded to nearly two months.
E-commerce Growth	Online sales are rising, with Cyber Monday being a key driver.
Omnichannel Strategies	Retailers are leveraging omnichannel approaches to support last-minute shoppers.
Seasonal Labour Shortage	Low unemployment makes hiring seasonal staff challenging.
Voice Shopping	Voice assistants are becoming a key tool for product discovery and research.
Toy Sales Shift	The closure of Toys 'R' Us is shifting toy sales to digital channels.
Global Adoption	Black Friday and Cyber Monday are becoming global shopping events.