2021年假日购物趋势报告（英）-43页_1mb

2021 Holiday Trends Report Summary

Core Content Overview

This report outlines the key trends and insights from a survey conducted among 400 US marketers and 1,000 consumers, focusing on the 2021 holiday season. The findings highlight how consumer behavior and marketer strategies have evolved in response to the ongoing impact of the pandemic, emphasizing the shift towards digital experiences, concerns over health and inflation, and the changing role of influencers and Black Friday.

Consumer Insights

Demographics

• Gender: 49% male, 50% female.
• Children at Home: Slightly over half of consumers have at least one child at home.
• Age Groups: Younger consumers (under 45) are more likely to engage in post-pandemic activities and are more concerned about social interactions and work-life balance.
• Region & Neighborhood: Data shows varying levels of engagement across regions, with the South leading in holiday marketing participation.

Post-Pandemic Attitudes

• Returning to Normal: About half of US residents feel life is returning to normal, with younger generations (especially 25-34) more eager to embrace pre-pandemic behaviors.
• Appreciation for Simple Pleasures: Consumers have developed a new appreciation for friends, family, and personal finance, especially among those under 44.
• Holiday Spending: One in three consumers plan to spend more this season, with a focus on experiences and personal indulgence.

Holiday Shopping Behavior

• Timing: 71% of consumers plan to start shopping at the same time as last year, with 44% of those under 44 starting earlier this year.
• Online Shopping: Over 40% of consumers will do most or all of their holiday shopping online, with younger consumers more likely to engage in digital experiences.
• Black Friday & Prime Day: 54% of consumers plan to shop on Black Friday, with a majority preferring online shopping. 50% plan to shop on Prime Day, with 55% of those under 44 participating.
• Holiday Bargains: Early discounts and exclusive pre-sale deals are top priorities for online shoppers, with younger consumers showing interest in pop-up stores, video chat shopping, and VR experiences.
• Crypto Adoption: One-quarter of consumers plan to use cryptocurrency for purchases or as gifts, indicating growing interest in digital payment methods.

Marketer Insights

Marketing Strategy

• Digital Focus: Digital marketing and strategy are top priorities, with 43% and 42% of marketers focusing on these areas, respectively.
• Company Size: Larger companies are more prepared for the holiday season than smaller ones, with 79% of marketers with a physical presence planning to offer direct-to-consumer e-commerce.
• Supply Chain: Half of marketers faced significant supply chain challenges in 2020 and have taken steps to mitigate them for 2021.

Black Friday Outlook

• Decline in Participation: Only 60% of marketers plan to offer Black Friday promotions this year, down from 77% last year.
• Resetting Black Friday: One-third of marketers believe Black Friday needs a reset, citing its association with outdated consumer culture.

Influencer Marketing

• Limited Engagement: Only one-third of marketers plan to regularly engage with influencers, with many expressing concerns about consumer distrust and disinterest.

Personalization & Privacy

• Cookieless Future: 63% of marketers are concerned about changes in tech regulations affecting personalization strategies.
• Consumer Privacy: 61% of marketers believe consumers will be more willing to share personal information, with 48% of consumers open to sharing browsing history.

Subscription Models

• Subscription Growth: Many marketers are planning to introduce subscription-based offerings to boost customer loyalty and engagement.

Key Trends and Priorities

• Digital Experience: Marketers are focusing on enhancing digital experiences, including virtual shopping and interactive content.
• In-Person & Online Balance: While digital brands are expected to win, marketers are preparing to meet both in-person and online consumer needs.
• Ethical Shopping: Consumers are increasingly aware of supporting Black and local businesses, though only about a quarter are seeing more of these options.
• Consumer Expectations: Marketers are preparing for increased spending, especially from younger demographics, and are focusing on creating memorable and personalized experiences.

Conclusion

The 2021 holiday season presents both challenges and opportunities for retailers. With a growing emphasis on digital engagement, personalization, and ethical consumer choices, marketers must adapt their strategies to meet evolving consumer expectations while addressing concerns about health, inflation, and privacy. The shift towards online shopping and the decline of traditional Black Friday shopping suggest a need for innovative and flexible marketing approaches.