Adobe-2019年假日购物趋势（英文）-2019.11-41页_3mb

报告摘要

Adobe Holiday Shopping Trends Summary (2019)

Core Content Overview

Adobe Digital Insights 2019 provides a comprehensive analysis of U.S. holiday shopping trends, drawing on aggregate and anonymous data from Adobe Experience Cloud, Analytics Cloud, Advertising Cloud, and Commerce Cloud. The report includes insights on online spend, device usage, consumer behavior, and advertising effectiveness during the holiday season.

Key Findings

Online U.S. Spend Prediction

Holiday E-Commerce Spending Surpasses $140B: Online holiday shopping (Nov-Dec) in 2019 is projected to reach $143.7B, a 14.1% growth compared to 2018.
Cyber Monday Will Set a New Record: Cyber Monday revenue is expected to reach $9.4B, up 18.9% from 2018. Cyber Weekend (Thanksgiving to Cyber Monday) will account for 20% of total holiday season revenue.
Golden Hours Drive Conversion: Conversion nearly doubles during the 7pm–11pm PST window on Cyber Monday, as FOMO (fear of missing out) intensifies.

Shopping Mall in Your Pocket

Smartphones Drive Holiday Growth: Smartphone shopping will account for ~47% of the overall U.S. retail holiday growth.
$14B More Spent on Phones: Americans will spend $14B more on their phones than last year.
Smartphone vs Desktop: For the first time ever, more purchases will be made on smartphones than desktops on Christmas Day.
Bigger Carts on Desktops: The average cart value on desktops is 28% higher than on smartphones, particularly for electronics and apparel.

Mobile Shopping Trends

Mobile Shopping Is Faster & More Efficient: Time per visit on smartphones has decreased by 11% since 2016, and the number of pages browsed has dropped by 14%.
Dollars Per Minute Increase: Money spent per minute of smartphone browsing has increased by 63% since 2016, from $0.30 to $0.47.
Social Media Influence: The share of smartphone e-commerce traffic from social media has tripled in three years, reaching 11% of total traffic. However, social media-driven visits still result in fewer purchases than email or search.

Tale of Two Holidays

High vs. Low Income Markets: High income markets (median HHI $100K) are concentrated in major metropolitan areas and account for 180M people. These markets show a 74% increase in visit value during the holiday weekend.
Income Level Affects Product Preferences: High income markets spend more on personal items, while low income markets prioritize media & entertainment.

David vs. The Goliath

E-Commerce Giants Outperform Smaller Retailers: Large retailers see a 65% revenue boost during the holiday season, while smaller retailers only see a 35% increase.
Smaller Retailers Dominate Organic Traffic: Smaller retailers attract more organic traffic, but large retailers have a 19% higher share in email traffic due to access to broader email lists.
Holiday Messaging Matters: Large retailers are more effective at delivering holiday-specific messaging, leading to higher conversion and lower bounce rates.

BOPIS (Buy-Online-Pick-Up-In-Store)

BOPIS Boosts Conversion: BOPIS orders have grown by 39% year-to-date. 37% of consumers plan to use BOPIS during the holiday season.
Additional Purchases: 82% of BOPIS users will make additional purchases while picking up their orders.

Advertising During the Holidays

Holiday Ads Are Powerful Influencers: 50% of consumers say holiday ads impact their purchasing decisions.
Higher Engagement: Open rates for holiday emails increase by 6%, and click-through rates by 4%.
CPM Increases: CPMs (cost per thousand impressions) increase by 23% during the holiday season, but the return on ad spend remains strong.

Seasonal Insights

Best Day to Shop: The best day to shop varies by product category, reflecting average price savings since October 1st.
Adobe's Toy Watchlist: Highlighted toys include Owleez, Blume Dolls, Candy Locks, LoL Surprise OMG Swag, Fashion Doll, and Kindi Kids.
Gaming Checklist: Top games include Nintendo Switch Lite, SEGA Genesis Mini, Pokémon Shield/Sword, Shenmue 3, Jedi Fallen Order, and Death Stranding.

Holiday Road

Best Day to Book Flights for New Year: The report identifies the best day to book flights for New Year's, though specific details are not included in the text.

Summary of Growth Drivers

Shortened Holiday Season: The 2019 holiday season is 6 days shorter than previous years, but earlier sales and longer Cyber Weekend deals help offset the loss.
Consumer Preferences: 51% of consumers prefer shopping on big days like Black Friday and Cyber Monday.
Return Trends: Last-minute gifts are more likely to be returned, and shipping costs increase by 8% during the holiday season.
Wait Time for Delivery: 50% of consumers are willing to wait up to 1 week for delivery, with 27% waiting only 2 days.

Strategic Takeaways

Retailers should focus on smartphone optimization, particularly checkout experience and social media integration.
High-income markets are key for online growth and higher conversion.
Email marketing remains a highly effective channel for driving sales, especially on mobile devices.
BOPIS is a valuable tool for increasing conversion and customer satisfaction.
Advertising is more effective during the holiday season, with higher engagement and relevance.

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