2017黑色星期五购物报告_18页

Black Friday 2017 Shopping Report Summary

Core Content

This report provides insights into consumer behavior and expectations for Black Friday 2017, focusing on shopping intentions, motivations, and the role of digital and omnichannel strategies. Conducted by Periscope by McKinsey, the survey includes 3,226 respondents (2,585 from the US and 641 from the UK) and highlights the growing popularity of Black Friday in the UK and its continued significance in the US.

Main Points

• Black Friday as a shopping event: The event marks the unofficial start of the Christmas shopping season, with US retailers traditionally offering large discounts after Thanksgiving. UK retailers have increasingly adopted similar strategies to capture consumer interest.

• Consumer sentiment is positive: A significant majority of UK (81%) and US (44%) shoppers plan to participate in Black Friday shopping, indicating a positive shift in attitudes compared to previous years.

• Motivations for shopping: Consumers are primarily motivated by the expectation of unique 'one-off' promotions and steep discounts. Personalized marketing is seen as a valuable tool, but the majority of shoppers (4% US, 5% UK) are not expecting personalized discounts as a major driver.

• Omnichannel shopping is on the rise: About one-third of US (36%) and UK (31%) consumers plan to shop both in-store and online. This represents a notable increase from the previous year, when only 18% of US and 11% of UK consumers engaged in both shopping channels.

• Digital dominance: Desktop/laptops remain the primary shopping devices for both US (35%) and UK (45%) consumers. However, smartphones are gaining traction, with 26% of US and 31% of UK shoppers planning to use them for purchases, up from 20.5% and 16.5% respectively in 2016.

• Research behavior varies: UK shoppers rely more on desktop/laptops (43.5%) and smartphones (38%) for research, while US shoppers prefer smartphones (35.5%) and desktop/laptops (34%). Traditional media like catalogs and TV ads still play a role in the US.

• Shopping categories: Consumer electronics and clothing are the top categories for both regions. However, the UK shows a stronger interest in beauty and fragrances (42%), while the US shows more interest in movies, books, and music (33%). Both regions show increased interest in grocery and beverages.

• Spending trends: Consumers are planning to spend more this year than in 2016. In the US, 12% plan to spend $500, with 5% allocating $750 or more. In the UK, 7% plan to spend £400, with 9% expecting to spend £500 or more, and 3.5% anticipating £1000 or more. A notable number of shoppers (34% US, 27% UK) plan to spend without a fixed budget.

• Personalized marketing: Consumers are increasingly aware of and influenced by personalized offers. Gaining privileged access to additional discounts is the most appealing personalized marketing feature, followed by early access to sales.

• Concerns about Black Friday: While consumer confidence is rising, some skepticism remains. Only 12% of UK and 13% of US shoppers believe Black Friday is a marketing trick. However, 7% of US shoppers have become disillusioned due to lack of relevant deals.

Key Findings

• Increased participation: Both US and UK shoppers are more likely to participate in Black Friday compared to previous years, with the UK showing a particularly strong increase.
• Growing preference for digital: Smartphones are becoming the preferred shopping device, especially among UK consumers.
• Omnichannel shopping: A significant portion of shoppers are adopting an omnichannel approach, blending online and in-store shopping.
• Personalization as a key factor: Retailers that offer personalized discounts and early access to sales are likely to see increased engagement and sales.
• Budget increases: Overall shopping budgets are on the rise, with more consumers willing to spend higher amounts on Black Friday deals.

Recommendations

• Enhance omnichannel experiences: Retailers should integrate online and in-store shopping to provide seamless, personalized experiences.
• Focus on personalized marketing: Tailoring offers based on consumer preferences and purchasing history can significantly boost engagement and sales.
• Leverage data and analytics: Utilizing customer data to inform marketing strategies and product offerings is crucial for success.
• Maintain in-store relevance: Even with the rise of digital shopping, physical stores still offer value, especially for tactile experiences and product evaluation.
• Ensure transparency: Consumers value clear and authentic offers, so retailers must avoid misleading pricing tactics.

Conclusion

Black Friday 2017 is showing a positive trend in consumer sentiment and spending, with both the US and UK markets demonstrating increased engagement. Retailers must adapt by providing personalized, authentic, and omnichannel shopping experiences to capitalize on this growing opportunity.