假日購物季報(bào)告

1、Executive SummaryTo say that this holiday shopping season will be a time of profound change would be an understatement. The COVID-19 pandemic is HYPERLINK /business-functions/marketing-and-sales/solutions/periscope/our-insights/surveys/reinventing-retail upending the retail industry to an extent tha

2、t would have been unimaginable one year ago. Confronted with the first shutdown earlier this year, people migrated to their laptops and mobile devices and conducted much of their lives from their living rooms. They gravitated toward new streaming services, and over 60 percent tried new ways of shopp

3、ing, from mobile app ordering to click-and- collect. On top of that, almost two-thirds of consumers abandoned their tried-and-true brands or retailers for something new, delivering a shock to loyalty.For many retailers, this unprecedented scope of change and worsening economic climate due to a fresh

4、 wave of COVID-19-related lockdowns is creating uncertainties heading into the holiday shopping season. Our holiday shopping survey analysis reveals big changes from previous years. For one thing, overall holiday spending is expected to decline in most countries (except China), as compared to 2019.

5、However, our research showssurprising levels of enthusiasm for deal hunting on blockbuster shopping days such as Black Friday, Cyber Monday, Singles Day, and Amazon Prime Day.Much of this shopping will be digital. Even in areas where retail remains open, increasing numbers of consumers will shop fro

6、m home or drive to the store to pick up their purchased items in an effort to avoid crowds and possible infection. Shoppers are also starting earlier to prevent a recurrence of delivery delays or barren shelves that were common earlier this year. This shift is pulling the holiday shopping season for

7、ward this year.To help understand what all this means for retailers, we surveyed over 3,500 holiday shoppers in the United States, the United Kingdom, China, Germany, and France. This analysis highlights the six key trends that are shaping this years holiday season. Consumers who indicated that they

8、 didnt shop in blockbuster holidays in 2019 and arent planning to do so in 2020 were screened out.Deal hunting during blockbuster days dominatesAmid the economic repercussions from COVID-19 and recent restrictions (the UK and France have closed non-essential retail stores during the peak of the holi

9、day shopping season and Germany is restricting in-store browsing numbers), its hardly surprising that total spending will drop this year. Yet when we asked holiday shoppers about their intentions, we noted a few important caveats.Despite 44 percent of holiday shoppers reporting a slight or significa

10、nt income reduction this year,82 percent said they would spend the same or more as last year on big holiday deal events. And in every country except the UK, more shoppers reported being “excited” or “eager” about the holidays than “anxious” or “stressed” although its important to note that this puls

11、e on consumer sentiment was taken in September 2020, prior to the recent case surges in many countries.Nonetheless, what the data reveals is that many consumers are weary of the persistent uncertainty and anxiety. They long for the normalcy and familiarity that big holiday shopping events provide, a

12、s well as the desire for savings, and more than three-quarters of the consumers* in our survey said they intend to participate in them.Despite 44% of consumers reporting an income reduction this year,82%plan to spend the same or more as last year on holiday deal events.2020 holiday shopping particip

13、ationParticipantNon-participant72%64%63%68%93%USRespondents: 1,298UKRespondents: 709GermanyRespondents: 714FranceRespondents: 692ChinaRespondents: 1,095Question: Thinking ahead to the holidays, are you planning to participate in any of the following events (Amazon Prime Day, Black Friday, Cyber Mond

14、ay, Cyber Week, Singles Day, Super Saturday, Pre-Christmas sales. Cyber week II, Boxing Day) this year? Please select all that apply.*Respondents prior to screen-out are included to provide a full view.We also saw new levels of excitement in China, which is the first major economy to recover from th

15、e pandemic (between July and September, the Chinese economy surged 4.9 percent). Three out of four Chinese shoppers said they were either excited or eager for the holiday season and 61 percent said they intend to spend more than last year on events like Singles Day. HYPERLINK /business-functions/mar

16、keting-and-sales/our-insights/a-global-view-of-how-consumer-behavior-is-changing-amid-covid-19 Seventy-five percent of Chinese consumers plan to maintain or increase holiday spending.Change in holiday shopping event spending in 2020 compared to 2019All 102944144% of respondents9214318841852196101960

17、83US UK1119541321249289 1Germany France ChinaSignificantly increase Slightly increase Stay about the same Slightly decreaseSignificantly decreaseQuestion: How do you think your spending for the upcoming seasonal holidays (e.g., Christmas, Singles Day, Black Friday, Hanukkah) may change compared with

18、 last year?Number of respondents by country: US: 778, UK: 428, Germany: 425, France: 415, China: 933. Values might not sum to 100 due to rounding.COVID-19s effect on incomeAll30496 213% of respondents47241945229135612210US UK7424465552613Germany France ChinaReduced a lot Reduced slightly The same In

19、creased slightly641Increased a lot111Question: How has the COVID-19 situation affected your (familys) overall income?Number of respondents by country: US: 1,014, UK: 521, Germany: 521, France: 523, China: 1,022. Values might not sum to 100 due to rounding.In the United States and the United Kingdom,

20、 where COVID-19 per capita infection rates are among the highest in the world, shoppers are more conflicted, with roughly one-third expressing feelings of stress or anxiety. Across all countries, the most confident holiday spenders are in the 1839 age group. And as is the case in most years, the abi

21、lity to get a great price or hot promotion on a particular product is the top factor guiding holiday shoppers decisions about which retailer to shop from.2019 holiday shopping behavior8%31%49%9%3%Only onlineRespondents: 253Mostly onlineRespondents: 940Both online and in physical storeRespondents: 1,

22、502Mostly in-storeRespondents: 270Only in-storeRespondents: 84Question: How did you shop for the holidays last year?20192020 shopping behavior comparison10%53%37%More in-storeRespondents: 302Same mixRespondents: 1,573More onlineRespondents: 1,104Question: This upcoming year, how do you expect you wi

23、ll shop?A peak in digital and omnichannelSeeking both safer and more convenient experiences, holiday shoppers were intent on flocking to online sites, mobile apps, and omnichannel options like click-and-collect. Across the five countries we surveyed in September, 37 percent of respondents said they

24、intended to spend more online during the holidays this year than they did last year, with UK, Chinese, and US consumers leading the way and consumers in France and Germany moving to digital a bit more slowly. Now that the UK, France, and Germany face November shutdowns and restrictions to curb a sur

25、ge in COVID-19 cases, consumers in these countries will likely return to the digital shopping behaviors akin to the first lockdown. In the United States, digital adoption is expected to translate into a surge in e- commerce holiday sales growth by at least 19 percent. In contrast, only 10 percent of

26、 shoppers intended to increase the amount they spend in physical stores.37%of respondents said they intend to spend more online during the holidays this year than they did last year20192020 shopping behavior comparison% of respondentsAll105337US95140UK74647Germany146422France127018China104545More in

27、-store Same mix More onlineQuestion: You just mentioned you will start seasonal holiday shopping (Answer from previous question). Is this earlier or later than you started shopping last year?Number of respondents by country: US: 778, UK: 428, Germany: 425, France: 339, China: 933. Values might not s

28、um to 100 due to rounding. Forrester 2020 Online Retail Forecast, North America HYPERLINK /report/ /report/ 2020+Online+Retail+Forecast+North+America+COVID19+Update/-/E- RES162239Channels for 2020 researchAll403131425325 18% of respondents182446252533491317674923204121185437283143US UK19405552462827

29、18184041224647Germany France ChinaBrowsing in stores Catalogs, fliers, newspapers Social mediaBrand websites Retailer websitesPersonalized campaigns TV commercialsQuestion: Which channels are you planning to use to get new ideas and do research for your holiday shopping? (Please select top 3.) Numbe

30、r of respondents by country: US: 988, UK: 515, Germany: 507, France: 510, China: 1,011.In all countries except France, digital channels, especially retailer websites, are the go-to way for holiday shoppers to search for new ideas and do research for the season. Before the newest shutdown, French con

31、sumers still preferred the traditional experiences of browsing in stores and looking through catalogs, fliers, and newspapers 46 percent said this was important. In China, consumers are more likely to turn to social media for research.This year as consumers seek to avoid both going into stores and e

32、nduring potential shipping delays, the click-and-collect optioneither picking up curbside (drive-up-and-go) or in the store (buy online for pickup in-store) is expected to explode in popularity. In the early days of the pandemic, between March and June 2020, orders using these methods more than trip

33、led. “BOPIS grows more than 500% during pandemic,” DigitalCommerce360, June 25, 2020, .The big loyalty challengeNever before has there been such dramatic disruption to consumer loyalty. Since March, over 60 percent of global consumers have HYPERLINK /business-functions/marketing-and-sales/our-insigh

34、ts/a-global-view-of-how-consumer-behavior-is-changing-amid-covid-19 tried a new HYPERLINK /business-functions/marketing-and-sales/our-insights/a-global-view-of-how-consumer-behavior-is-changing-amid-covid-19 shopping behavior in response to economic pressures, store closings, and changing priorities

35、. In particular, 40 percent have HYPERLINK /business-functions/marketing-and-sales/solutions/periscope/our-insights/surveys/reinventing-retail shopped at a new HYPERLINK /business-functions/marketing-and-sales/solutions/periscope/our-insights/surveys/reinventing-retail retailer and one-third have HY

36、PERLINK /business-functions/marketing-and-sales/our-insights/a-global-view-of-how-consumer-behavior-is-changing-amid-covid-19 experimented with a HYPERLINK /business-functions/marketing-and-sales/our-insights/a-global-view-of-how-consumer-behavior-is-changing-amid-covid-19 different brand of product

37、, especially less expensive private-label brands. Gen Z and high earners have been the most prone to switching brands.As the holiday season kicks into high gear, many of these consumers remain open to new possibilities. Only 12 percent intend to stick with the same retailers they shopped with last y

38、ear. Men have a slightly higher tendency to do this than women, and, in China, holiday shoppers are most likely to shop at new retailers. Consumers whose income has been affected by COVID-19 are more open to searching for better deals at new retailers than those who havent suffered a financial hit.R

39、etailers have an opportunity to win back loyalty by making their omnichannel shopping experience stand out, understanding what their customers want, and targeting them with appealing, relevantgift ideas. Personalization and social media engagement could hold the key to winning with new and existing

40、customers this holiday season 31 percent of shoppers said they would use social media for holiday research and ideas, and25 percent said personalized campaigns could trigger a gift purchase.This year, retailers can also win digital customers by providing clear and accurate information on product ava

41、ilability and shipping timelines. After experiences with out-of-stock items and delivery disruptions this year, shoppers want certainty that a product is available and will get to them when its supposed to. In all countries except China, 37 percent identified having products in stock (both in stores

42、 and online) as a top-three factor when deciding where to buy.Retailers that deliver on this front will influence near-term shopping choices for the holiday and reap customer loyalty down the road.12%intend to stick with the same retailers they shopped with last yearRetailers to visit in 2020 compar

43、ed to 2019UKGermany France ChinaOnly same retailer% of respondentsAll1271161US1176121Mostly same retailer/ some new1375111Mostly new retailer/ some sameOnly new retailer14681712061172216991Question: Are you planning to visit/shop from the same retailers as you did last year? Number of respondents by

44、 country: US: 777, UK: 428, Germany: 423, France: 415, China: 933. Values might not sum to 100 due to rounding.Health and safety are top of mindAlthough the story of holiday shopping in 2020 is unequivocally digital, the desire to stroll through festive aisles and browse shopping malls while listeni

45、ng to Christmas music hasnt completely vanished. Before the recent restrictions, 45 percent of respondents planned to browse in stores, a sharp drop from last years 65 percent. Of course, some of these shoppers now wont be able to or want to venture into stores. Savvy retailers, operating under new

46、restrictions, will need to consider what digital experiences they can offer to replace this festive longing to browse in store.While 2019s store experience emphasized high- touch, interactive product engagement, 2020s brick-and-mortar retail is about health, safety, and the efficiency of the shoppin

47、g experience. Social distancing has fundamentally changed consumer attitudes, since the big crowds that normally characterize stores during the holidays now represent a potential health risk. When open, retailers must consider how to limit numbers for in- store browsing. Some are creatively maximizi

48、ng the use of “in-and-out” shopping, employing in-of respondents planned to browse in stores, a sharp drop from last years 65 percent.45%store kiosks and outdoor space on sidewalks and in parking lots for payment, gift card purchase, gift wrapping, and returns. Lululemon, for example, announced it w

49、ill rely on virtual waitlists for controlling flow into its stores and open 70 pop-up locations near existing stores to showcase featured products and fulfill excess orders via buy online for in-store pickup. Bed Bath & Beyond and buybuy Baby have partnered with Shipt and Instacart to offer same-day

50、 home delivery of products from stores.The most important in-store practicesAll35197121414% of respondents40185121113USUK33203191411Germany32171121614France51171183111928462024ChinaMasks and barriersCleaning and sanitizing suppliesNo-contact purchasing Physical distancing Health checksupon entryOne-

51、way store aisles and special hoursQuestion: Youve mentioned you are planning to shop more in-store this year. Which of the factors below will be important to you when deciding where to shop? Which will be the most important?Number of respondents by country: US: 299, UK: 152, Germany: 218, France: 23

52、7, China: 333. Values might not sum to 100 due to rounding.Once in the store, holiday shoppers in every country except China rate universal mask wearing and the use of protective barriers at checkout as the most important safety feature. For Chinese consumers, the use of health checks before enterin

53、g a store is considered most valuable. The availability of cleaning and sanitizing supplies is also a necessary safety element in all countries. For US and French shoppers, one-way aisles and special hours for older shoppers and other vulnerable groups are valued factors.While 45 percent of holiday

54、shoppers noted in late September they intend to browse in stores, far fewer (12 percent) plan to do most or all of their actual buying in stores, with US and (pre- November-lockdown) French consumers most inclined and Chinese consumers the least inclined. This gap between in-store browsing versus bu

55、ying represents a valuable opportunity for retailers tocapture unanticipated sales. Retailers that do this most effectively will be those that use data analytics to create compelling in-store selections that match what shoppers in a particular area are heading into stores to look for (as opposed to

56、buying online).Compelling personalized promotions sent either ahead of time or while shoppers are in the store can also convert browsers into buyers.Black Friday: Growing and expandingThe seasons biggest deal day, traditionally occurring the day after Thanksgiving in the United States, will look qui

57、te different this year. To avoid long lines of people flooding into stores, retailers are stretching Black Friday into multiple days throughout November and also aiming to divert consumers to online shopping. Walmart, for instance, is offering Black Friday deals in three separate periods starting in

58、 early November. In an effort to reduce any in-store surge, the deals appearing on actual Black Friday will first be offered online on Wednesday, Nov. 25. Walmart will also limit the number of customers inside stores to20 percent of usual capacity. Store visits across the United States on Black Frid

59、ay are expected to be down overall by as much as 25 percent this year.With the US Centers for Disease Control and Prevention classifying “shopping at crowded stores just before, on, or after Thanksgiving” a high-risk activity, retailers will need to be careful about the timing of their promotions an

60、d any messaging that seems to encourage onslaughts of in-store shopping. In general, retailers will have to considerthe emotional welfare of consumers this year in ways that they havent had to before. Stress and anxiety about the holiday shopping season have risen over the last 12 months. Our survey