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2017: The Year of the Shopper
The holiday shopping season represents nearly 20% of total retail sales, making it almost impossible to have annual sales growth without a stellar holiday performance. Download our summary overview of the key trends that defined the 2017 holiday season. Understanding and adjusting to these trends will be important to planning a successful 2018 holiday season, and we are here to provide you the insights and data behind the trends we observed this past season. We’ll also provide a view into the mindset of today’s holiday shopper by sharing the results of our recent shopper survey.
More Holiday Insights from Market Track
Fulfillment: Anytime, Anywhere:
Technology has enabled shoppers to exist in a perennial “buy” state, and successful brands and retailers have become experts at seizing the moment of influence. This holiday season, retailers will make the purchase easy whether a shopper transacts online, on their phone, in the store, on social media, or via other digital avenues.
“Alexa, buy that TV for me”:
Prime Day provided an early look into the direction of voice commerce, as Amazon educated Prime Day shoppers on how to turn Alexa into their own personal shopper. Look for Amazon, Walmart, and Google to integrate voice commerce into their holiday shopping experience, offering deals that can only be unlocked by first stating “Alexa” or “Ok Google”.
Grocery as a differentiator:
After Amazon's acquisition of Whole Foods, it only seems natural that their expanded assortment may play a role in holiday shopping. Need some gameday snacks to go with that brand new flatscreen TV? Amazon may have you covered this holiday season by incentivizing holiday gift purchases with offers on food, beverage, and other grocery products.
Stores aren’t just for shoppers:
Since when does going to the store mean you have to buy something? Retailers will prep their store locations to deliver an experience to shoppers this holiday season. And we’re not talking sitting on Santa’s lap. Look for demos of the latest VR technology, taking drones for a test drive, tasting coffee from the latest countertop barista, and much, much more.
Many of these predictions have already become reality, and we will continue to explore how the advertising and retail landscapes have shifted this holiday season. Read on to explore holiday shopper insights, our holiday blog series, and even to schedule a 2018 holiday planning meeting. We also encourage you to keep this page handy as a go-to source for ongoing Holiday Shopping Season coverage.
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Market Track Blog Series: Holiday Insights
Our blog will also provide insight into the latest holiday news from retailers and manufacturers. Click here to subscribe and get those insights delivered to your email inbox, or continue to check back here.
As retailers compete with one another for those precious holiday shopping dollars, consumers are bombarded with email marketing, online ads, in-store promotions, print mailers, and more. But does this influx of advertising truly result in an increased share of wallet for the retailer? With InfoScout and Market Track now part of the same family, we are excited to be in a unique position to answer this question.
Market Track looks at the top 10 most promoted durables brands this holiday season, along with their advertising campaigns.
Adobe Analytics reports that US consumers spent a record $6.59 billion online on Cyber Monday this year, which adds up to a lot of packages. Deliveries are falling behind.
Tis the season for all things festive, including social media! We've rounded up ten of the most innovative holiday social media campaigns this year.
In a Market Track analysis, we discovered which categories saw the largest online price reductions across Black Friday weekend.
Many people – including us – were predicting low turnout for what is traditionally the largest shopping day of the year. As it turns out, many retailers found themselves in relatively good shape this Black Friday.
Don't hold your breath for any holiday deals on the Nintendo Switch this season, but what about other gaming consoles?
Now that Amazon acquired Whole Foods, the grocer is offering a discount on turkeys to Amazon Prime members, in-store only.
In today’s blog post, we’re shifting focus from highlighting holiday deals and interesting advertisements to shed light on three retailers who have created innovative ways to commemorate the true meaning of the season.
This year marked Alibaba’s 8th annual Singles' Day shopping event, and by all accounts it was quite a successful one (to put it mildly).
The Wall Street Journal reported on Sunday that, in an attempt to draw more traffic during the holiday season, Amazon has started cutting the prices of some products listed on its platform by third-party sellers.
We’ve heard of some weird news stories from Amazon and the eCommerce landscape at large, but the prospect of drone delivery might not be as farfetched as you think. A recent article from Forbes reviewed some of the limitations and possibilities around drone delivery technology as it stands today.
Walmart is planning on using its brick & mortar stores to create a differential advantage that Amazon will be hard-pressed to duplicate. I’m talking party here, and not just one party…20,000 of them, according to an article from Yahoo! Finance.
As Lidl continues to grow in the US market, their promotional strategy has evolved with each passing week.
After years of allowing Black Friday to creep further and further into Thanksgiving, many companies have decided that strategy simply isn’t working. As of October 9th, 75 retailers have confirmed that their stores will be closed on Thanksgiving Day, according to BestBlackFriday.com.
Holiday Statistics: Straight from the Shopper's Mouth
In our most recent Shopper Insight Survey, we questioned a little over 1,000 shoppers (half men, half women with equal age distribution) about their holiday shopping plans and habits. Compared to last year's survey given at the same time, some interesting trends occurred. Market Track shares a few of the most impactful results below:
of shoppers say they will spend the majority of their holiday budget on Amazon - up from 58% in 2016
of shoppers said they plan to do their holiday shopping at a time other than Black Friday/Cyber Monday weekend
of shoppers said they would shop online at Walmart.com, while 74% said they would shop at Walmart in-store
of shoppers said they would NOT shop in-store on Black Friday
of shoppers plan to shop on Amazon during the holidays - up by 10% from 2016
feel that the best deals on the most popular holiday gifting items - toys, electronics, and sporting goods - can be found online versus in-store
of shoppers said they would shop in-store on Thanksgiving, compared to 50% in 2016
of shoppers said they WOULD shop online on Cyber Monday
Holiday Competitive Insights
For the past several years, Market Track has released reviews of both Black Friday weekend and the entire Holiday Shopping Season as part of our Perspectives series. This year, we will release a mini Holiday series, and be sure to look for our Holiday Shopping Season review to be released in January as you begin to plan for holiday 2018. You can find our 2016 and 2017 reporting using the links below, and remember to schedule your holiday 2018 planning session with us using the form at the bottom of this page!
Year after year, Market Track utilizes our holiday promotional data to give our clients’ a better understanding of how retailers go to market during November and December. Our analysis speaks to overall trends and can also give more granular insights on depth of discount, including category-specific metrics. Market Track helps you answer critical business questions about which retailers are offering the deepest discounts on your products and how your deals compare to your competitors.
Market Track reviews holiday online pricing data every year to provide our clients with unmatched visibility into the online marketplace during the holiday season. We can help you uncover online pricing trends impacting your category, competitive pricing threats and unauthorized seller activity.
What were the key drivers of the successful season? Beyond positive economic indicators, retailers and brands consistently incentivized holiday shoppers to shop their eCommerce sites and store locations, not only during key shopping events, but every week in between. Download our 2016 Holiday Shopping Season review, in which we address many of the keys to the season.
Consumer expectations have redefined traditional holiday shopping events. Retailers and brands must look at the full month of November - the new "Black Friday" - as their opportunity to kick off their holiday sales with a bang. To help prepare you for 2017 and beyond, request our report from last year that covers advertising, promotional, and pricing trends starting in October through Black Friday weekend.