Fluent-2017年假日购物报告（英文）-13页-1mb

2017 Holiday Shopping Report Summary

Core Content

The 2017 Holiday Shopping Report provides insights into consumer behavior and trends during the holiday season. It highlights that while the National Retail Foundation (NRF) predicted a 3.6–4% increase in holiday sales year-over-year, most consumers do not expect to spend more than last year. The report also explores the preferred shopping channels, purchasing habits, and gift preferences of different demographics.

Main Findings

1. Spending Intentions

• 19% of Americans plan to spend more on holiday shopping.
• 25% plan to spend less.
• Middle-class households are nearly twice as likely to spend less than those who plan to spend more (27% vs. 16%).

2. Shopping Preferences

• 71% of Americans plan to shop in physical stores, making it the top purchasing channel.
• Black Friday remains the most popular time for holiday shopping, especially among Millennials and Gen Z.
• Online shopping is growing, particularly among younger consumers, who prefer using smartphones and intelligent assistants (e.g., Siri).

3. Demographic Differences

• Women start holiday shopping earlier and are more likely to shop in physical stores.
• Men tend to wait until November or December to begin shopping.
• Younger consumers (Millennials and Gen Z) are more likely to use mobile apps, social media, and intelligent assistants.
• Older shoppers (Age 35+) are more likely to rely on newspaper and magazine ads for holiday sales information.

4. Gift Preferences

• Gift certificates are the most popular gift to give others.
• Cold hard cash is the most desired gift for oneself.
• Other popular gift categories include jewelry, electronics, clothing, and food and beverages.

Key Recommendations

• Brands and advertisers should focus on mobile and online advertising, especially targeting younger demographics.
• In-store shopping still holds a significant share, so integrating online and in-store experiences (e.g., showrooming, buy online pick up in-store) is crucial.
• Social media plays a key role in informing younger consumers about holiday deals, so leveraging platforms like Snapchat and Facebook is recommended.
• Personalized marketing and targeted advertising can help capture the attention of consumers who are more cautious with their spending.

Shopping Trends

• 55% of Americans prefer shopping in physical stores.
• 54% of Millennials and Gen Zers prefer shopping online, especially via smartphones.
• 38% of younger consumers prefer mobile shopping.
• 35% of younger Americans have used intelligent assistants (e.g., Siri) to make purchases in the past six months.
• Showrooming is common among younger consumers, who research products in physical stores and purchase online.

Information Sources

• Online ads are the most influential source for holiday sales information, with 55% of consumers relying on them.
• TV and print ads are less effective compared to online advertising.
• Social media is particularly influential for younger consumers, who spend more time on these platforms.

Methodology

• The survey was conducted by Fluent, LLC, a data-driven marketing company.
• 1,324 adults (aged 18 and up) were surveyed online in the U.S. on September 25, 2017.
• Data was weighted to match the US Census 2010 population distribution.
• The report includes real-time survey interactions and proprietary audience data to enhance insights.

About Fluent

• Fluent is a cogint company (Nasdaq: COGT) and a leader in people-based digital marketing.
• It serves over 500 consumer brands and helps advertisers target and acquire valuable customers at scale.
• The company is based in New York City.

Conclusion

The 2017 holiday shopping season is expected to be competitive, with mobile and online channels gaining traction, especially among younger consumers. Despite the NRF's optimistic forecast, many shoppers plan to spend the same or less than last year. Brands should focus on personalized marketing, omnichannel strategies, and leveraging social media and online ads to capture consumer attention and drive sales.