1、2023 Holiday Shopping Trends PreviewBased on a survey of 2,000+consumers2As the holiday season draws near,the landscape of holiday shopping is undergoing a transformative shift that is worth exploring.The traditional boundaries of holiday shopping,once firmly constricted to the Cyber 5-the period sp

2、anning from Thanksgiving to Cyber Monday-are dissolving.Todays consumers are redefining the holiday shopping experience,driven by their relentless pursuit of the best deals and mounting concerns over inventory availability.This seismic change in consumer behavior has led to a significant extension o

3、f the holiday shopping season,spanning from November to January,and is expected to generate a staggering$1.54 trillion to$1.56 trillion in total spending.1 Join us as we delve into the evolving dynamics of this new holiday shopping landscape,where consumers are rewriting the rules and reimagining th

4、eir festive gift-buying journey.Navigating the Longer Holiday Shopping Landscape1 Retail Dive 20233 FEEDVISORUNWRAPPING HOLIDAY SHOPPING TRENDS CAPTIVATING CONSUMER ATTENTION:AD CHARACTERISTICSHOLIDAY SALES WINNERS WILL BE THOSE WITH BEST DEALS 61519Table of ContentsThis poll was commissioned and an

5、alyzed by Feedvisor.It was distributed online from July 1420,2023,among a sample of 2,014 U.S.adults who have purchased a product on Amazon within the last 6 months.Results from the full survey have a margin of error of plus or minus 2.2 percentage points.All numbers have been rounded to the nearest

6、 percent.Zogby Analytics conducted the survey on behalf of Feedvisor.The respondent pool encompassed all age ranges and income levels as well as Prime and non-Prime members to provide a true snapshot of what the overall market wants from retail experiences.4 FEEDVISOR5 FEEDVISORUnwrapping Holiday Sh

7、opping Trends6 FEEDVISORUnwrapping Holiday Shopping Trends2023 Saw the Biggest Prime Day EverIn the lead-up to Prime Day,retailers across the board were grappling with the shadow of inflation,fearing that it might cast a pall over consumer spending,especially as the latest inflation report indicated

8、 a 3%increase from the year before.1 There were concerns that rising prices and economic uncertainties might deter shoppers from opening their wallets as freely as in previous years.However,what unfolded was a testament to the resilience of consumer enthusiasm.Despite the economic headwinds,consumer

9、s came through on a large scale,seizing the incredible deals and discounts offered during Prime Day and setting a new record with 375 million items sold over the 2-day period.2Beauty and Personal Care took the top spot with a 38%share of purchases,followed closely by Clothing,Shoes,and Jewelry at 33

10、%.Home&Kitchen made its mark at 29%,while Grocery&Gourmet Food,rose to 24%,beating Electronics for the first time in several years.Despite a slight decline in participation from the previous year,Prime Day saw a 6.1%growth in online spending compared to 2022.With an average spend of$54.05 per order,

11、3 shoppers seized the opportunity to snag incredible deals across various categories.$12.7B in total sales this year-the largest in Prime Day history Top Performing Prime Day CategoriesGrocery&Gourmet FoodElectronics24%23%Clothing,Shoes,&JewelryHome&Kitchen33%29%Beauty&Personal Care38%1 Bureau of La

12、bor Statistics 20232 CNBC 20233 Numerator 202329%of consumers enthusiastically participated in Prime Day,a slight dip from 2022.7 FEEDVISORUNWRAPPING HOLIDAY SHOPPING TRENDSPrime Day Category PurchasesGrocery purchases rising above Electronics may be attributed to the fact that a majority of consume

13、rs saw Prime Day as an opportunity to replenish their essential goods rather than splurge on luxury items.This is supported by the slight upticks in purchases within categories like Grocery&Gourmet Food and Baby Products,along with a substantial surge in the acquisition of Beauty&Personal Care produ

14、cts,while Electronics showed a 3%decrease.Customers across the globe collectively saved more than$2.5 billion on deals,1 and reported the highest satisfaction rates with discounts in Primes history.Steep discounts in electronics(peaking at 14%off listed price)2,apparel(12%),and toys(12%)enticed shop

15、pers.It is highly likely that more deals were taken advantage of this year because Amazon introduced an“invite-only deal alert”program.3 Prime members could request an invitation to score some of Prime Days best deals that were expected to sell out ahead of time,increasing the chances they would mak

16、e a purchase.Irresistible Discounts and Deals Delight ConsumersPrime Day Discounts by Category14%12%7%12%6%9%5%8%ElectronicsApparelAppliancesToysSporting GoodsHome&FurnitureTVsComputers1 Amazon 20232 Adobe 20233 Amazon 2023Clothing,Shoes&JewelryPet SuppliesBabyBooksGrocery&Gourmet FoodSports&Outdoor

17、sCell Phones&Accessories GamesHome&KitchenMovies&TV showsElectronics8%8%6%7%10%16%13%12%9%12%16%12%19%19%26%23%21%23%24%24%29%29%36%33%33%38%Beauty&Personal CareAutomotive Parts&Accessories20222023Over half(66%)of consumers were extremely or very satisfied with the discounts offered.8 FEEDVISORUNWRA

18、PPING HOLIDAY SHOPPING TRENDS2023 Amazon Prime Day Deals Outshine Other Retailers65%of shoppers were unaware of other deals besides Prime DayThe month of July is typically a big sale month for retailers,with many holding“Christmas in July”events to compete with Amazons Prime Day.Like last year,retai

19、l giants like Walmart and Target all capitalized on Prime Days popularity with Walmart+Week and Target Circle Week,as well as Best Buy,which hosted Black Friday in July.With a 9%increase in revenues from last year,Prime Day once again outperformed other retailers with more than half of consumers una

20、ware of other retailers deals.Overall,Prime Day shoppers were loyal to Amazon during Prime Day,and only 22%said they made purchases in addition to Amazon at Walmarts Deals for Days event,down slightly year-over-year.Of those who shopped during Prime Day,87%were members of Amazon Prime and 73%had bee

21、n a Prime member for at least one year.1 Shoppers eagerly anticipated Prime Day,with 97%knowing it was Prime Day prior to shopping because Amazon advertised across its platform,social media,and more.1 Numerator 2023Other Deals Consumers Shopped During Prime Day64%59%24%22%16%14%11%7%13%7%9%7%Unaware

22、 of Competing PromotionsWalmart+WeekTarget Circle WeekBest Buy Black Friday in JulyHome Depot Special Buy of the Day saleKohls Sale Days20222023Not happy with your Prime Day performance?We can help.Get in touch with us at FEEDVISORPrime Big Deal Days Successfully Kicked Off Holiday Shopping Prime Bi

23、g Deal Days,Amazons second holiday prelude event,which took place on October 10th and 11th,not only surpassed its initial holiday shopping event from last year Prime Early Access Sale but also established itself as the largest October holiday kickoff sale in the history of the e-commerce giant.$8.1B

24、 sales were estimated for Prime Big Deals Days,a 42%increase year-over-year127%of consumers purchased holiday gifts during Prime Big Deal Days2Prime members collectively purchased hundreds of millions of items,with more than 150 million of these purchases coming from third-party sellers,which form t

25、he bulk of the Gross Merchandise Value(GMV)on Amazons expansive marketplace.3 Consumers purchased mainly gifted related categories,with Apparel coming out on top followed by Home Goods.Over half(58%)of shoppers were satisfied with the deals offered during the fall event,while 45%of consumers waited

26、to purchase specific items on sale.Top Prime Big Deal Day Categories1 CNBC 20232 Numerator 20233 Amazon 2023UNWRAPPING HOLIDAY SHOPPING TRENDSApparel&Shoes25%Home Goods23%Household Essentials21%Beauty or Cosmetics19%Toys&Video Games18%Health&Wellness16%Consumer Electronics15%Pet Products12%Groceries

27、11%Small Appliances10%10 FEEDVISORUNWRAPPING HOLIDAY SHOPPING TRENDSHoliday Shopping Starting Earlier Than Ever12%of shoppers used Prime Day to kick off their holiday shoppingThe shift towards earlier holiday shopping is becoming more evident each year as consumers seek more ways to save money while

28、 budgets tighten.Inventory availability is not as much of an issue this year,as more stores are dealing with excess inventory and offering more deals and discounts in an effort to move product.Nevertheless,23%of consumers are now beginning their holiday shopping in September,as opposed to 11%last ye

29、ar.Consumers plan to spend the bulk of their holiday budgets,between$100-$500 in November.When Consumers Plan to Spend on Holiday Purchases23%24%27%27%OctoberNovemberDecemberSeptemberIs your pricing strategy ready for an extended holiday season?Let us help.Get in touch: FEEDVISORUNWRAPPING HOLIDAY S

30、HOPPING TRENDSHoliday spending patterns show distinct motives,with consumers planning their purchases around possible deal times:There is a slight uptick in some planned purchases during October,likely due to the anticipated second Prime Day,Big Deal Days,occurring on the 10th and 11th.Amazon saw gr

31、eat success during its first-ever second Prime Day in October 2022,which was dubbed“the herald of holiday shopping”.With deals starting sooner,there are significant implications for the overall holiday shopping landscape.It has transformed the traditional peak demand into a more extended bell curve,

32、no longer confined to the Cyber 5 period.In fact,holiday sales in 2022 saw a subpar increase of 5.3%for November and December combined over the prior period.11 National Retail Federation 2022Looking to upgrade your full-funnel approach?Get in touch with us at Holiday Shopping Times by GenerationMill

33、ennialSeptemberOctoberNovember Gen ZGen XBoomerSilent GenerationClothing,Shoes&JewelryBeauty&Personal CareGrocery&Gourmet FoodElectronics Home&KitchenSeptemberOctoberNovemberDecemberBlack Friday Cyber MondayAmazon-Big Deal Days Target-Circle Week Walmart-Holiday KickoffBack-to-School Sales:Amazon,Ta

34、rget,Walmart,eBay,Best BuyRemaining Holiday Deals46%31%27%24%21%46%33%28%22%25%49%35%31%28%28%52%41%37%34%33%12 FEEDVISORHowever,it is essential to note that this does not necessarily indicate a negative outlook for this years holiday shopping period.Instead,it underscores the need for businesses to

35、 plan more meticulously.To navigate this shift in shopping patterns,retailers and brands must ensure that their sales and inventory strategies can sustain the prolonged shopping season.This means sales and promotional strategies must adapt to accommodate the new consumer behavior.Peak Demand Periods

36、When It Comes to the Best Deals,the Cyber Five Period Remains UnbeatableDespite holiday shopping starting earlier,consumers still view the holidays as the best time to score deals,with 52%of consumers saying they shop for deals and discounts during Black Friday and Cyber Monday and 72%of consumers s

37、aying they wait to make a big purchase until one of these events.In particular,this years Cyber 5,or rather,the period between Thanksgiving and Cyber Monday,is proving to be the time when the majority of consumers will make purchases,as 56%of consumers say these are the best times for deals.Yet,it w

38、ould be remiss to not call out Prime Days popularity for“best deals”is rising,with a significant 6%bump from last year.Black Friday continues to dominate as the most popular annual shopping event across all age groups,as 38%of consumers say the best deals are on Black Friday,and 52%claim they will m

39、ake a purchase on Black Friday.Cyber Monday is still just as important with 29%of consumers also planning to shop on this sales day.Holidays With Best DealsUNWRAPPING HOLIDAY SHOPPING TRENDS38%1%17%3%14%3%4%3%4%Black FridaySmall Business SaturdayPrime DayBack to SchoolCyber MondayPrime Early Access

40、Sale(PEAS)Pre-Prime DayPresidents DayThanksgiving2022202313 FEEDVISORUNWRAPPING HOLIDAY SHOPPING TRENDSPrice Promotions,Coupons,and Deals Win This Holiday SeasonCategories Consumers Would Purchase With Price PromotionsAs we approach the holiday season,consumer spending patterns are being shaped by i

41、nflation,the resumption of student loans,and stagnant incomes.While inflation has witnessed a significant year-over-year decline,92%of consumers,especially middle-income consumers,have pulled back on spending.2 To win shoppers this season,retailers need to get creative with price promotions,coupons,

42、and deals.Nearly half,or 49%,of consumers have affirmed that price promotions play a pivotal role in influencing their holiday shopping purchases.This influence is especially pronounced in specific product categories,with Clothing,Shoes,and Jewelry topping the list,followed by Electronics,and Beauty

43、&Personal Care.Even traditionally less discount-driven categories like Grocery and Home&Kitchen are showing heavy influence this year.Walmart,Best Buy,Gap,Target,Bath&Body Works,and numerous other retailers are ramping up their promotional efforts,slashing prices on merchandise as they seek to entic

44、e inflation-weary shoppers into purchasing the surplus goods adorning their shelves.3 Coupons and deals wield substantial influence over holiday shopping behaviors,impacting the decisions of 43%of consumers.Notably,these discounts are most persuasive in specific product categories,with Grocery&Gourm

45、et Food leading the charge at 41%,closely followed by Beauty&Personal Care at 38%.Despite many consumers saying they would limit their clothing purchases,Clothing,Shoes,and Jewelry are swayed by deals,with 35%of consumers influenced,while Home&Kitchen products trail at 25%.Within this evolving retai

46、l landscape,the art of presenting attractive discounts and crafting compelling promotional offers,such as bundling and free gifts with purchases,become indispensable in capturing the attention of budget-conscious shoppers.The key will be to not only entice them to make a purchase but also to feel a

47、sense of added value and satisfaction.43%of consumers say coupons and deals determine what and where they buyClothing,Shoes&JewelryElectronicsBeauty&Personal CareGrocery&Gourmet FoodsHome&Kitchen45%38%29%31%37%Two-thirds of retailers expect consumers to be looking for discounts during peak retail se

48、ason.11 CNBC 20232 CNBC 202314 FEEDVISORGrabbing Consumers Attention:What Ads Resonate?15 FEEDVISORGrabbing Consumers Attention:What Ads Resonate?1 MediaFly 20222 Insider Intelligence 20233 Insider Intelligence 2023Most Engaging AdsInteractive content continues to be the most effective advertising c

49、ontent,as its ability to capture attention and foster active engagement with brands surpasses static content.In fact,consumers are increasingly drawn to TV and streaming ads,with 40%acknowledging their impact on TV and 27%on streaming platforms,both showing slight gains from previous years.However,d

50、espite heightened visibility,our survey revealed that 49%of consumers resist prompts to visit marketplaces for purchasing.Because of this,advertisers are now integrating attention-based metrics such as video completes and in-view time to measure ads effectiveness.2 These metrics act as a more profou

51、nd performance indicator than viewability only because they assess whether a consumer saw an ad and whether it grabbed their attention and resonated with them.As a result,advertisers will be able to craft ads that catch attention and prompt action in the hopes that more of them will lead to purchase

52、s.Currently,advertisements featuring sales and discounts are commanding the most attention.These sales-oriented ads have proven to be the most impactful form of retail media advertising,resonating with 51%of digital shoppers in the United States who actively pay attention to them.3Gen X,and Millenni

53、al generations that that identify as males,high-earners,and parents are the consumers most likely to engage with video,livestreaming,and audio ad types.Our survey revealed consumers tend to engage with videos(69%)the most,with audio(61%)and Sponsored Brands(55%)coming in second and third,as indicate

54、d by the chart below.DisplaySponsored Product&LivestreamingSocial AdsRetargeting54%53%52%48%AudioSponsored Brands61%55%Video69%Interactive content sees 52.6%more engagement than static content.1Interactive Ads Attract Consumers16 FEEDVISORGRABBING CONSUMERS ATTENTION:WHAT ADS RESONATE?Most Helpful A

55、ds Are Now VideosConsumers shopping on e-commerce giants Amazon and Walmart find video ads particularly helpful,with 36%on Amazon and 30%on Walmart expressing appreciation for this format.Likewise,sponsored ads,especially product ads,are evolving,as Amazon now offers off-site placement on premium ap

56、ps and websites like Pinterest,BuzzFeed,and Hearst Newspapers.These new opportunities offer advertisers access to high-quality audiences with increased brand credibility,as well as contextual relevance and enhanced ad performance.Walmart is also innovating by pushing into in-store advertising to cap

57、italize on its huge reach and chase growth in higher-margin businesses.1 Consumers will now see more ads in self-checkout lanes and TVs the blue giant is promoting for sale.While in-store traffic may have waned during the pandemic,it is up nearly 20%compared to pre-pandemic times,making in-store adv

58、ertising an intelligent move.21 Showing Time 20232 Influencer Marketing Hub 202317 FEEDVISORGRABBING CONSUMERS ATTENTION:WHAT ADS RESONATE?Ads within search results are facing diminished visibility as consumer habits and preferences evolve.Likewise,outside of search,47%of consumers acknowledge notic

59、ing ads on product detail pages,an 11%decrease from 2022.This may be attributed to the constantly changing composition and content on product pages,as well as the fact that price has become the dominant decision factor.If the price is not to their liking,consumers tend to quickly dismiss the ad in f

60、avor of a more cost-effective option.Given the significant rise in the cost of advertising,with the average cost-per-click(CPC)reaching$0.91 on Amazon and$3.50 on Google and Microsoft platforms,advertisers need to be highly selective with their ad content and creative strategies.These shifts in cons

61、umer behavior and increasing advertising costs underscore the necessity for advertisers to adapt and refine their strategies to remain relevant and competitive in the ever-evolving world of digital commerce.An even more significant shift can be observed in the behavior of consumers,as 56%now choose

62、to scroll to the bottom of search results,marking a 6%decline from 2022 and continuing the downward trend from 2021.The modest decrease in engagement may be attributed to a shift towards a more specific and purpose-driven search behavior.Users are now actively browsing with focused intent.The reduce

63、d noticeability of ads could also be attributed to the seamless integration of continual content advancements and the introduction of various ad types within the pages organic flow,causing many consumers to simply not see them.Ads in Search Are Less Noticeable53%of consumers notice ads on the produc

64、t search results page,down slightly from 202256%of consumers now scroll to the bottom of the search results pageUpgrade your ad strategy with a proven full-funnel approach.Get in touch: FEEDVISORGRABBING CONSUMERS ATTENTION:WHAT ADS RESONATE?Anatomy of a High-Performing Product Detail Page1521344253

65、Price remains the number one feature consumers look at when purchasing a product,with 77%saying it is vital.This number has jumped 23%since 2022 as more and more consumers look for ways to save.Image representation is the second most common element consumers notice.This is especially helpful as cons

66、umers look for quality in cheaper-priced products.As more shoppers continue to trade down,how a product looks will continue to matter more and more.In order to avoid the scroll and grab consumers attention,specific product details have proven more effective,reinforcing the evolving dynamics of onlin

67、e shopping in a cautious economy:Consumers rank the most important factors when making a purchasing decision on a product detail page.Ratings are becoming increasingly important as shoppers look for the best value.They are more willing to purchase an item with higher reviews than one that just looks

68、 like what they want.Prime Eligibility ranks fourth as consumers want to get the most out of what they already pay for,in this case,a Prime subscription.Retailers and brands using Buy With Prime can benefit by prominently displaying this badge.Product Titles give shoppers their first indication of w

69、hat and how product can fit into their lives.Moving up from 6%in 2022,this feature must quickly convey your products benefits.Price 77%Product Image 48%Product Titles 27%Ratings 35%Prime Eligibility 34%FEEDVISOR1919Holiday Sales Winners Will Be Those With the Best DealsThe concept of holiday shoppin

70、g has undergone such a fundamental transformation from the timing when consumers look and purchase gifts to what they seek for them to buy.Traditional shopping events are no longer revered,instead replaced by a multifaceted shopping experience.This holiday season will grapple with an uncertain econo

71、mic environment where consumers will prioritize deals above all else.Shoppers will face the challenge of increased prices for essentials like food,gas,and housing,along with rising borrowing costs as they try to find holiday cheer.To truly stand out in this crowd,retailers must craft unique,high-qua

72、lity advertising creatives,employ dynamic pricing strategies,and create fresh marketing messages that connect with consumers at various points in their journey.The time has come for brands and retailers to embrace full-funnel advertising strategies,leveraging advanced technology and data solutions t

73、o automate processes and respond to real-time market conditions.In this ever-expanding holiday shopping season,adaptability,innovation,and a keen eye for the best deals will be the keys to success.As retailers navigate this changing landscape,one thing is certain:those who win big will be the ones w

74、ho understand and deliver what consumers seek the best deals and the most value for their money.See how Feedvisor can help put the jingle in your holiday strategies.Get in touch with us here: FEEDVISORAdvertising.Pricing.Intelligence.Strategy.Brand Experience.Content.Maximize Your Holiday Profits an

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