Rakuten-2018年购物季接触全球消费者指南（英文）-2018.11-20页-4mb

Global Holiday Gift Shopper Summary

Core Content

This document provides insights into the behavior of global holiday gift shoppers, highlighting key trends, regional differences, and actionable strategies for marketers to effectively engage with these consumers during the peak season.

Main Findings

• Early Shopping Trends: Over 48% of UK shoppers start buying gifts by July, while in the US and Europe, only 3 in 5 have begun shopping by that time.
• Sporadic vs. Last-Minute Shoppers: The 'Sporadic Shopper' (23%) is the most common type, while the 'Last Minute Shopper' (15%) is the least common.
• Regional Shopping Behavior:
  • In the US and Australia, 15% of shoppers are buying for over 11 people.
  • In Singapore and Korea, 45% of shoppers are buying for two or fewer people.
  • In China, 52% of shoppers focus on Amazon Prime Day for gift purchases.
  • Influencer marketing is most effective in APAC, with 30% of Chinese, 25% of Korean, and 24% of Singaporean shoppers relying on influencer videos for deals.
• Gift Preferences:
  • Fashion is the most popular category in the UK (57%), but only 16% of shoppers prioritize it as a gift.
  • Technology and home electrical gifts are more in demand (25% globally).
  • Travel is the least popular category in China (2%), while cosmetics and fashion are top priorities.
• Consumer Spending:
  • UK shoppers spend the most on their child (£144) and partner (£133).
  • In China, shoppers spend the most on their parent (£421) and self (£333).
• Marketing Opportunities:
  • APAC has a complex and fragmented market requiring a market-by-market approach.
  • Europe is the most popular region for international shoppers (40%).
  • The US is the dominant market for domestic gift shopping.

Key Marketing Strategies

1. Market-by-Market Approach

• APAC: Use local holidays like Singles' Day and Click Frenzy. Work with influencers and cashback partners. Use local languages to build trust.
• EU: Focus on Black Friday and Cyber Monday. Use in-store and online campaigns. Ensure multilingual support.
• UK: Leverage voucher and discount sites. Use influencer marketing for brand awareness. Don't ignore Boxing Day.
• US: Capitalize on Thanksgiving and Black Friday. Use gift-wrapping and gift-specific sections. Avoid last-minute ad concentration.

2. Multi-Channel Campaigns

• Deliver a consistent experience across online and offline channels.
• Use performance marketing to test new channels and mixes with reduced overhead.
• Combine brand awareness tactics (e.g., influencers, video ads) with conversion-focused strategies (e.g., vouchers, cashback).

3. Data-Driven Marketing

• Understand the customer journey and measure impact across all channels and devices.
• Align stock and conversion data to shift budgets to high-performing products.
• Use AI and rich datasets to discover new audiences and improve targeting.

Regional Insights

APAC

• Key Dates: Singles' Day, Black Friday, Cyber Monday, Christmas, Boxing Day.
• Spend Breakdown:
  • Self: £147 (Australia), £225 (Singapore), £333 (China), £245 (Korea)
  • Parent: £421 (China), £316 (Korea)
  • Child: £308 (China), £153 (Korea)
  • Partner: £195 (Korea), £390 (China)
  • Friend: £212 (China), £153 (Korea)
  • Sibling: £242 (China), £190 (Korea)
  • Cousin: £159 (China), £124 (Korea)

EU

• Key Dates: Bonfire Night, Black Friday, Hanukkah, Christmas Eve, Christmas Day, St Stephen's Day, New Year's Eve.
• Spend Breakdown:
  • Self: £134 (France), £135 (Germany)
  • Parent: £135 (France), £122 (Germany)
  • Child: £195 (France), £149 (Germany)
  • Partner: £170 (France), £165 (Germany)
  • Friend: £81 (France), £101 (Germany)
  • Sibling: £116 (France), £98 (Germany)
  • Cousin: £58 (France), £71 (Germany)

UK

• Key Dates: Singles' Day, Black Friday, Cyber Monday, Christmas Day, Boxing Day, New Year's Day.
• Spend Breakdown:
  • Self: £147 (Australia), £225 (Singapore), £333 (China), £245 (Korea)
  • Parent: £157 (Australia), £226 (Singapore), £421 (China), £316 (Korea)
  • Child: £193 (Australia), £136 (Singapore), £308 (China), £153 (Korea)
  • Partner: £194 (Australia), £208 (Singapore), £390 (China), £195 (Korea)
  • Friend: £112 (Australia), £116 (Singapore), £212 (China), £153 (Korea)
  • Sibling: £132 (Australia), £155 (Singapore), £242 (China), £190 (Korea)
  • Cousin: £75 (Australia), £93 (Singapore), £159 (China), £124 (Korea)

US

• Key Dates: Halloween, Singles' Day, Thanksgiving, Black Friday, Cyber Monday, Christmas Day.
• Spend Breakdown:
  • Self: £112 (France), £101 (Germany)
  • Parent: £81 (France), £122 (Germany)
  • Child: £153 (France), £190 (Germany)
  • Partner: £170 (France), £165 (Germany)
  • Friend: £116 (France), £155 (Germany)
  • Sibling: £153 (France), £190 (Germany)
  • Cousin: £124 (France), £190 (Germany)

Timeline for Holiday Season Success

Affiliate

• August: Review performance, secure partners, and activate campaigns.
• September: Communicate Q4 activity, test tracking pixels.
• October: Finalize promotional plans, onboard new publishers.
• November: Track live performance, book additional placements.
• December: Use cashback and voucher partners, automate ads.

Display

• August: Define target audience, optimize data usage.
• September: Leverage video ads on YouTube for brand awareness.
• October: Optimize prospecting strategies, use AI for audience discovery.
• November: Promote live campaigns, focus on conversion.
• December: Highlight last order dates, refresh creative content.

Search

• August: End summer sales, optimize brand impression share.
• September: Start Q4 plans, use video ads and keyword strategies.
• October: Optimize shopping feeds and remarketing lists.
• November: Set budgets for Black Friday and Cyber Monday, adjust targeting.
• December: Ensure all campaigns, ads, and promotions are in place.

Conclusion

To effectively reach global holiday gift shoppers, marketers must:

• Understand regional shopping calendars and preferences.
• Adopt a market-by-market approach for APAC.
• Utilize multi-channel, data-driven campaigns.
• Measure impact across the entire customer journey.
• Align stock and conversion data to optimize budgets and product focus.
• Engage consumers early, especially in APAC, and maintain awareness throughout the season.