Holiday Look Back Holiday Planning 2019 Executive
Summary Total Retail Sales Total eCommerce Sales $707.50 B $123.9 B +4.5% +16.5%
Summary
eCommerce eCommerce Desktop Sales Mobile Sales $70.62 B $53.28 B +7.5% +2.9%
Source: eMarketer, “US 2018 Holiday Season Review and 2019 Preview” 2018 Results
Top 10 Holiday Season Shopping Days Ranked by Retail Ecommerce Sales 2018
2018 Spending
Cyber Monday $7.87 B
Black Friday $6.22 B
Thanksgiving $3.68 B
Super Sunday $3.39 B
Small Business Saturday $3.05 B
November 27 $2.97 B
Green Monday $2.87 B
December 11 $2.55 B
December 12 $2.52 B
December 9 $2.41 B
Source: eMarketer, “US 2018 Holiday Season Review and 2019 Preview” 2018 Results
2018 Biggest Revenue Growth vs Corresponding Days in 2017
2018 Spending % Change
Thanksgiving $3.68 B +28.0%
Super Sunday $3.39 B +25.6%
Small Business Saturday $3.05 B +25.5%
Black Friday $6.22 B +23.6%
Cyber Monday $7.87 B +19.7%
Source: eMarketer, “US 2018 Holiday Season Review and 2019 Preview” 2018 Results
Share of 2018 Holiday Season Retail Ecommerce Traffic vs Revenues, by Device
Traffic Revenue
Source: eMarketer, “US 2018 Holiday Season Review and 2019 Preview” 10/14 Columbus Day
10/19 Sweetest Day
10/31 Halloween 2019 Key Dates October 11/1 All Saints’ Day 11/28 11/11 Thanksgiving Veterans Day/Singles’ Day 11/29 11/23 Black Friday Friendsgiving 11/30 11/24 Super Sunday Small Business Saturday
2019 Key Dates November 12/2 12/22 - 30 Cyber Monday Hanukkah 12/3 12/24 Giving Tuesday Christmas Eve
12/9 12/25 Green Monday Christmas Day
12/14 12/26 Free Shipping Day Kwanza/Boxing Day
12/21 12/31 New Years Eve Super Saturday 2019 Key Dates December 2019 Key Shipping Dates
KEY SHIPPING DEADLINES FOR ARRIVAL BY DECEMBER 24
12/13 12/21 USPS Retail Ground USPS Priority Mail Express 12/19 12/21 USPS First Class UPS Next Day Air Mail/Priority Mail 12/23 12/19 UPS On-Call Pickup for USPS 3-Day Air UPS Next Day Air
12/20 UPS 2-Day Air Holiday Predictions
Cyber Month
Each year shoppers are starting earlier and demanding retailers do as well, this is changing The Cyber 5 to be Cyber Month November
In 2018, 50% of holiday shopping was done by December 3 and 80% was done by December 15 Holiday Predictions
Automation in Motion
Retailers will continue to rely on automated campaigns that can be customized to each shopper
Targeted notifications had an 89% higher engagement rate than non-targeted (broadcast) notifications Holiday Predictions
Beyond the Inbox
Mobile will continue to grow and dominate
SMS notifications were up 69% in 2018 compared to 2017 Holiday Predictions
Data is Power
Retailers will get to know shoppers on a more personal
level, using customer data to their advantage
64% of consumers say they feel retailers don’t know them, 24% of marketers use AI to personalize the customer journey Holiday Predictions
Stand Out from the Inbox Crowd
Successful retailers will increase message cadence with a purpose, prioritize personalization and utilize send time optimization
Open rates for emails can drop 25-30% below normal during the holidays Holiday Predictions
Stores and More
Buy-Online-Pick-Up-In-Store (BOPIS) has blended brick-
and-mortar and online shopping, retailers must start to
center their holiday marketing around this tactic
85% of shoppers who go in-store to pick up an item end up buying additional items A Must Click for Shoppers Offer gift guides by category, price, gender, theme-based, etc. Providing valuable content allows customers to feel confident shopping and simultaneously grows your audience and increases brand loyalty.
Holiday 2019 Gift Guides Convenience is Key Gift cards are a guaranteed great gift for last minute shopping or those hard-to- shop for. In January, follow up with a reminder to redeem them with a few suggestions.
Holiday 2019 Gift Cards Everyday Can Be a Holiday Align your brand with un-official holidays to be relevant in the inbox and be seen daily throughout the holiday season.
Daylight Savings Friendsgiving
No Shave November
Holiday 2019 Celebrate Everyday