麦肯锡-2017年黑色星期五购物报告（英文）-2017-18页

Black Friday 2017 Shopping Report Summary

Core Content Overview

The Black Friday 2017 Shopping Report provides an in-depth analysis of consumer behavior and sentiment in the US and UK ahead of the 2017 Black Friday shopping event. The report highlights the growing popularity of Black Friday, the shift toward digital shopping, and the increasing demand for personalized marketing strategies. It also explores how consumers plan to spend, which product categories they are interested in, and their preferences between online and in-store shopping.

Main Findings

Consumer Sentiment

• Positive sentiment is on the rise, with UK shoppers showing the highest enthusiasm.
• 44% of US consumers and 81% of UK consumers intend to shop on Black Friday, reflecting a notable increase from previous years.
• Consumer confidence in the US has improved, reaching a five-month high in August 2017.
• 7% of US and 3% of UK consumers have become disillusioned due to a lack of relevant deals.

Motivations for Shopping

• Steep discounts and one-off promotions are the top motivators for both US and UK shoppers.
• Personalized marketing is gaining traction, but still only a small percentage (4% US, 5% UK) expect to be influenced by it.
• Omnichannel shopping (buy online, pick up in-store) is becoming more popular, with a majority of consumers in both countries considering it helpful.

Shopping Behavior

• Digital shopping continues to dominate, with 35% of US and 45% of UK consumers planning to shop online.
• Smartphones are becoming the preferred device for shopping, with 26% of US and 31% of UK consumers planning to use them.
• Desktop/laptops are still the main research tools, used by 34% of US and 43.5% of UK consumers.

Omnichannel Preferences

• 36% of US and 31% of UK consumers plan to shop both in-store and online.
• 28% of US shoppers prefer in-store shopping due to the ability to see, touch, and feel products.
• 10% of US and 11% of UK shoppers will only shop on websites that offer omnichannel services.

Product Category Preferences

Top Categories

• Consumer Electronics is the top category for both US (58%) and UK (52%) shoppers.
• Clothing is the second most popular category in both countries (54.5% US, 52% UK).

Category Variations

• Movies, Books, and Music are the third priority for 33% of US shoppers.
• Beauty and Fragrances are the third priority for 42% of UK shoppers.
• Toys are highly anticipated, with 33.5% of US and 36% of UK shoppers planning to buy them.

Other Categories

• Grocery and Beverages are also gaining traction, with 20% of UK and 12% of US consumers planning to shop in these categories.

Spending Intentions

• A significant number of consumers are not budgeting strictly, with 34% of US and 27% of UK shoppers planning to buy without worrying about cost.
• Budget ranges for those who are planning:
  • UK:
    • 21% plan to spend £100–£150.
    • 28.5% plan to spend £200–£300.
    • 7% have a budget of £400.
    • 9% expect to spend £500.
    • 3.5% plan to spend £1000 or more.
  • US:
    • 10% plan to spend $100–$150.
    • 24% plan to spend $200–$300.
    • 12% plan to spend $500.
    • 5% have funds set aside for $750.
    • 9% expect to spend $1000 or more.

This indicates a general increase in spending budgets compared to 2016.

Key Recommendations for Retailers

• Personalized marketing is essential to drive engagement and increase sales.
• Omnichannel integration is crucial, as consumers are increasingly using both online and in-store shopping.
• Clear and compelling offers should be communicated across all channels.
• Understanding consumer preferences between in-store and online shopping is vital for tailoring the shopping experience.
• Enhancing the in-store experience is still important, particularly for US consumers who value tactile product experiences.

About Periscope® By McKinsey

• A Marketing & Sales platform developed by McKinsey, offering a range of solutions including Insight, Marketing, Customer Experience, Category, Pricing, Performance, and Sales.
• Combines prescriptive analytics, cloud-based tools, and expert support to drive revenue growth and improve return on sales (ROS) by 2–7%.
• Visit www.periscope-solutions.com for more information.