1、FROM SANTA TO SIRI 2017 Holiday Shopping Report HOLIDAY SHOPPING 3 The holiday shopping season starts earlier each year, with retailers displaying sales signs before the autumn leaves begin to change color. The National Retail Foundation released a positive prognosis for the 2017 season, expecting h

2、oliday sales to increase between 3.6 and 4 % YOY1. Will this forecast play out in the marketplace? What should brands and advertisers know as they go full swing into this gifting season? In our recent survey of 1,324 American adults, we found that most consumers do not intend to spend more this holi

3、day season than last. Americans are somewhat more optimistic than pessimistic about the state of the overall economy and feeling positive about their personal finances; however, 8 out of 10 holiday shoppers intend to spend the same or less this year, raising questions about the NRFs forecast. HOLIDA

4、Y SHOPPING 5 2017 Outlook? Its shaping up to be a hard candy Christmas. A quarter of Americans will spend less on holiday shopping this year and twice as many middle class households say they will be spending less on gifts this holiday season than those who plan to spend more. The competition to win

5、 wallet share in this environment will be fiercer than ever. (pg. 6 7) Black Friday will still be the shopping event of the season. Even as consumers embrace e-commerce, more than half (55%) of Americans still prefer shopping in physical stores and 71% are planning to shop in a physical store this h

6、oliday season, making “in-store” the top purchasing channel by a wide margin. (pg. 10 -13) Where, when, and how Americans like to shop depends on who they are. Women start holiday shopping earlier and are more likely to shop in physical stores. Men are more likely to wait until the last minute to st

7、art holiday shopping. There are also distinct splits between older and younger shoppers; e.g. Millennial and Gen Z consumers are much more likely than older shoppers to shop on Black Friday and Cyber Monday. (pg. 10 17) It just might be the year of mobile (finally). Younger shoppers are much more ac

8、tive on mobile and plan to shop on their smartphones; 82% purchased on a smartphone in the past 6 months and 38% say they prefer mobile shopping. Purchasing through intelligent assistants is growing as well, with more than a third (35%) of younger Americans purchasing through them in the past six mo

9、nths. (pg. 12 15) Online advertising dominates when it comes to how consumers will find out about holiday deals. More than half of Americans get information about holiday sales from online ads; which is more than TV ads, print ads, or any other source. More than two-thirds of shoppers will research

10、products online this holiday season before purchasing them through any channel, online and offline. (pg. 15 -17) KEY TAKEAWAYS AND RECOMMENDATIONS | HOLIDAY SHOPPING 7Significantly higher than comparison group at 95% confidence interval Will you spend more, less, or about the same on holiday shoppin

11、g this year as you did last year? Among holiday shoppers 43% 33% 36% 39% 21% 27% About the sameBetterWorse Compared to the position you were in last year, which of the following best describes your current financial situation? How do you feel the US economy is faring compared to last year? More Abou

12、t the Same Less Total US Holiday Shoppers Lower Class (Under 35K) Middle Class (35-100K) Upper Class (100K+) 57% 56% 57% 57% 25% 21% 25% 27% 18% 23% 19% 16% Total US Total US Only 19% of Americans planning to make holiday purchases say they will spend more on presents this year, compared to 25% who

13、say they will spend less. Middle-class households are nearly twice as likely to say that they will spend less on presents in 2017 (27%) than say they will spend more (16%). Compared to the position you were in last year, which of the following best describes your current financial situation? Will yo

14、u spend more, less or about the same on holiday shopping this year as you did last year? Among holiday shoppers Better About the same Worse Age 18-34 Age 18-34 holiday shoppers Age 35+ holiday shoppers Age 35+ On a brighter note, younger consumers are more positive about their financial positions an

15、d are far more likely to plan on spending more on gifts this year. This could be partially fueled by recent college graduates starting their first fulltime job or young professionals moving up from entry level pay grade. 50% 41% 32% 37% 17% 22% More About the Same Less 31% 16% 43% 60% 26% 24% 2017 H

16、OLIDAY SHOPPING OUTLOOK | HOLIDAY SHOPPING 9Significantly higher than comparison group at 95% confidence interval Women are more likely to start holiday shopping earlier in the season, while men will probably wait until November or December to start on their lists. Total US Women Men July or earlier

17、 August September October November December In what month did you or will you start your holiday shopping this year? Among holiday shoppers 34% 38% 38% 33% 8% 11% 14%42%8% 11% 9% 5% 5% 5% 4% 4% 4% 28% WHEN THEY WILL SHOP of Americans started holiday shopping before October in 2017 18% Black Friday r

18、emains the most popular time to buy the bulk of holiday presents, with consumers eager to take advantage of cost savings. We found that this is even more prominent among Millennials and Gen Zers, who are planning to do a large part of their holiday shopping around Black Friday and Cyber Monday. Year

19、 round 25% 28% 25% Before Thanksgiving 24% 25% 30% Thanksgiving weekend (excluding black Friday) 20% 21% 26% After Cyber Monday, before week of Christmas 26% 26% 26% Last minute, the week of Christmas 24% 25% 27% After Christmas 9% 9% 10% Cyber Monday 18% 21% 32% Black Friday 26% 30% 49% Total US Ag

20、e 18-34 Age 35+ What time of the year do you conduct most of your holiday shopping? Respondents could select multiple options. Among holiday shoppers | HOLIDAY SHOPPING 11Significantly higher than comparison group at 95% confidence interval Consumers who plan to shop on Black Friday, the day after T

21、hanksgiving Consumers who plan to shop on Cyber Monday, the Monday after Thanksgiving 41% 45% 40% 62% 54% 37% Age 18-34 Age 35+ Total US Age 18-34Age 35+Total US Consumers/Shoppers who believe the discounts offered on Black Friday and Thanksgiving weekend are worth dealing with crowds and long lines

22、. 39% of total USA 61% of age 18-34 34% of age 35+ | HOLIDAY SHOPPING 13Significantly higher than comparison group at 95% confidence interval While slightly over half (55%) of consumers still prefer shopping in a physical store, e-commerce continues to grow. More than half (54%) of Millennials and G

23、en Zers prefer shopping online, particularly on their smartphones (38%). Younger consumers are also more likely to utilize tablets, smartwatches, connected devices, and intelligent assistants (e.g. Siri) to make purchases. What is your preferred shopping medium? How did you make online purchases in

24、the past 6 months? Among those who said they made an online purchase in past 6 months Total US Age 18-34 Age 35+ On my smartphone In a physical store On laptop/desktop computer 22%23%55% 38%16%46% 18%25%57% Smartphone Desktop or laptop computer Tablet Smartwatch Other connected device 67% 18% 34% 7%

25、 59% 82% 17% 41% 25% 55% 64% 60% 32% 16% 5% CLICKS OR BRICKS? WHERE AND HOW CONSUMERS WILL SHOP Total US Age 18-34 Age 35+ Consumers that used a virtual assistant (such as Siri, Google assistant or Alexa) on a phone or a standalone device to make a purchase. Did you make your mobile purchases throug

26、h mobile apps or mobile websites? Among those who said they made a purchase on mobile in past 6 months 25%27% 74%62%77% 44%47%42% 35% Age 18-34 Age 18-34 Age 35+ Age 35+ Total US Total US Mobile Apps Mobile Website | HOLIDAY SHOPPING 15Significantly higher than comparison group at 95% confidence int

27、erval Where will you purchase products this holiday season? Among holiday shoppers Where will you purchase products this holiday season? Among holiday shoppers Total US Female Age 18-34 Male Age +35 In physical stores A Retailer website (ex: W, T) Other online marketplaces (ex: Ebay, Etsy, etc) Holi

28、day markets 37% 73% 65% 61% 52% 20% In physical stores 71% 74% 68% Retailer website (ex: W, T) 47% 50% 43% 50% 46% 25% 14% A 52% 52% 51% Holiday markets 15% 15% 15% Other online marketplaces (ex: Ebay, Etsy, etc) 27% 25% 29% Amazon is expected to be a big winner this holiday season, with more than h

29、alf of Americans planning to utilize the online retail giant. Though online shopping is expected to be big this holiday season, brick and mortar locations are still dominant with 71% of Americans planning to make their holiday purchases in physical stores. This is especially true for women and shopp

30、ers over the age of 35. Millennials and Gen Zers are more likely to take advantage of various shopping options: buying in store and shipping to their home, reserving online and picking up in a store, buying online and shipping home, etc. Younger consumers are also more likely to engage in “showroomi

31、ng:” seeing something in store and purchasing the same item online. Buy in store - ship to home Reserve online, pay and pick up in store None of the above Buy online - pick up in store Total US Age 18-34 Age 35+ Which of the following purchasing options have you used in the past 6 months? 34% 30% 49

32、% 14% 41% 32% 43% 19% 32% 30% 51% 13% Consumers who often engage in “showrooming.” See an item in a store and then purchase it online 13% 19% 12% Age 18-34 Age 35+ Total US | HOLIDAY SHOPPING 17Significantly higher than comparison group at 95% confidence interval Most Americans (67%) will research g

33、ifts online this upcoming holiday season. Consistent with their preference for showrooming, Millennial and Gen Z consumers are more likely to research gifts in physical stores and use social media to research potential products. Total US Age 18-34 Age 35+ Where will you do research for products this

34、 holiday season? Among holiday shoppers Online In stores Social media Ask friends, family or coworkers Will not do any research 47% 67% 27% 12% 22% 58% 31% 70% 30% 9% 45% 66% 27% 12% 20% When we asked consumers where they get information about holiday sales, online and TV ads are at the top of the l

35、ist. Younger consumers spend more time on social media2 and are more likely to notice ads on these platforms than older shoppers. Nearly half (45%) of consumers over the age of 35 get information about holiday sales from newspaper and magazine ads. Total US Age 18-34 Age 35+ Where do you typically g

36、et information about holiday sales? Among holiday shoppers Online ads 51% 53% 50% Ads on social media 32% 41% 29% Email ads 34% 35% 33% Signage in stores 24% 26% 24% Radio ads 17% 19% 17% Direct mail 23% 22% 24% Word of mouth 33% 33% 33% TV ads 50% 39% 52% Newspaper and magazine ads 42% 29% 45% 80%

37、of American adults are planning to purchase holiday gifts this year. When it comes to what consumers are most likely to buy for others, gift certificates were the number one answer choice. When considering what they want to receive: cold hard cash. ALL I WANT FOR CHRISTMAS IS CASH? What type of gift

38、 would you most want to receive? Total US holiday shoppers HOLIDAY SHOPPING 19 Cash 51% Gift certificates 46% Clothing & shoes 41% Electronics and accessories 40% Jewelry 31% Tickets to concerts, shows or sporting events 20% Books 16% Cosmetics or grooming products 16% Sporting goods 16% Food and be

39、verages 16% DVDs, music & games 16% Art 9% Other 18% HOLIDAY SHOPPING 21 Tickets to concerts, shows or sporting events Cosmetics or grooming products Sporting goods BooksFood and beverages Art 5% 9% 11% 14%14% 15% OtherGift certificates Clothing & shoes CashElectronics and accessories JewelryDVDs, m

40、usic & games 21% 25% 27% 35% 40% 47% 49% What type of gifts do you give most frequently? Total US holiday shoppers Resources Methodology Fluent is a data-driven marketing company. Fluents 2017 Holiday Shopping survey was conducted online within the United States by Fluent, LLC on September 25, 2017

41、among 1,324 adults (aged 18 and up for both waves). Due to rounding, percentages may not always add up to 100%. Fluents proprietary ad serving technology includes a real-time survey module that was used to facilitate the data collection for this study. Respondents were randomly selected and data was

42、 weighted to US Census 2010 population distribution. https:/factfinder.census.gov/faces/nav/jsf/pages/index.xhtml 1. NRF, “NRF FORECASTS HOLIDAY SALES TO INCREASE BETWEEN 3.6 AND 4 PERCENT”, October 3, 2017, increase-between-36-and-4-percent 2. Fluent, “Snapchat is Edging out Facebook Among Young Mi

43、llennials”, May 2017 HOLIDAY SHOPPING 23 ABOUT FLUENT Fluent, LLC, a cogint company (Nasdaq: COGT), is an industry leader in people-based digital marketing and customer acquisition, serving over 500 leading consumer brands and direct marketers. Leveraging a massive reservoir of proprietary audience data, as well as millions of real-time survey interactions with consumers every day, Fluent enables advertisers to more effectively target and acquire their most valuable customers, with precision, at a massive scale.The company is headquartered in New York City. I I 646.669.7272