Criteo-2017年假日购物季快递报告（英文）-2018.1-15页

Holiday Wrap-up Summary: US & Global Commerce Insights for Brands and Retailers (1 November – 31 December 2017)

Core Content

The Holiday 2017 season marked a significant shift in the retail landscape, driven by the rise of omnishopping and the growing influence of mobile commerce. Shoppers began researching purchases as early as August, with Black Friday and Cyber Monday setting new sales records. However, the broader trend was a revitalized retail sector that adapted to consumer behavior by offering more experiential shopping and enhanced customer service.

The concept of "Click & Collect" and "Showrooming" became increasingly important, allowing consumers to browse in-store and purchase online, or vice versa. This shift enabled retailers to optimize their footprints and focus on aesthetic displays and personalized experiences. The season also saw the emergence of new key commerce days, including Black Thursday and Christmas Day, which became significant shopping events.

Main Trends and Key Insights

• Black Friday and Cyber Monday remain the most significant commerce days, with Black Friday showing +13% and Cyber Monday +13% year-over-year increases in purchasers.
• Cyber Week II (the week between Christmas and New Year's) also saw a surge in activity, with +25% increase in shoppers and +27% in product detail page views.
• Mobile commerce rose sharply, especially on weekends and key holidays. On December 23, mobile made up 48% of all purchases, indicating its central role in last-minute shopping.
• Ecommerce extended the traditional holiday shopping window, with many shoppers researching in October but delaying purchases until November.

Breakout Gifts of the Season

• High-tech gadgets: Nintendo Switch, Google Home Minis, Instant Pots, and 4K TVs were top searched items.
• Cozy and family-oriented products: Adult onesies, family pajamas, and "Fam Jams" became popular, driven by the desire for personalized and shareable gifts.
• Toys and dolls: LOL Surprise! and Our Generation dolls saw strong interest, while Legos continued to be a favorite, with Lego Ninjago surpassing Lego Star Wars.

Regional Highlights

• Australia: Click Frenzy (November 14) was more impactful than Black Friday, with +139% sales increase.
• Brazil: Shoppers showed +327% increase in shopping activity, with a notable focus on 4K TVs.
• France: Black Friday saw a +201% rise in shoppers and +59% in purchasers, though Les Soldes D'Hiver remained the traditional sales period.
• Germany: Online shopping grew significantly, with +60% increase in shoppers and +156% in purchasers.
• UK: Despite Brexit concerns, Black Friday drove a +233% increase in shoppers and +271% in purchasers, with £132 average basket size.
• Russian Federation: Showed solid gains, with +67% in shoppers and +164% in purchasers.
• Spain: Exceeded expectations, with +113% increase in shoppers and +343% in purchasers.
• Japan: Black Friday saw a 2.8X increase in "add to basket" activity, even without national holidays.
• Netherlands: Bol.com dominated the market, with 2.5X increase in shoppers and 3.4X in sales.

Ecommerce and Omnichannel Growth

• eGrocery saw a turning point in the US, with Walmart and Target creating smaller format stores and promoting Click & Collect.
• Omnishopping is now the norm, with 75% of global shoppers and 83% in the US being "omnishoppers" who use multiple channels and devices.
• Retailers like Best Buy, Macy's, Walmart, and Target have embraced Click & Ship and Click & Collect to reduce friction and enhance customer experience.

Marketing and Data Insights

• Criteo works with 17,000 brands and retailers globally to drive sales and profits.
• Omnishopping requires a collaborative marketing approach, connecting online and offline data to optimize campaigns.
• Dynamic Retargeting and Sponsored Products are key tools for brands to measure ROI and drive sales effectively.
• Mobile optimization is essential, as mobile commerce now dominates the shopping experience, with responsive design, persistent carts, and multi-device synchronization becoming standard.

Conclusion

Holiday 2017 was not just about traditional shopping days but also about new patterns and consumer behavior shifts. The rise of omnishopping and mobile commerce has redefined the retail landscape, pushing brands and retailers to adapt and innovate. With data-driven marketing and personalized experiences, the future of commerce is more connected and seamless than ever before.