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 .