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2019's Holiday Season Research

Delivered April 3, 2020. Contributor: Careka S.

Goals

To obtain information about the holiday season in 2019 to include online sales revenue (i.e. Cyber Monday, Black Friday, overall, etc), devices used and amount spent per device (i.e. desktop/mobile/laptop/iPad), recipient for gifts, top gifts bought and their brands, top gifting categories, number of shoppers across channels (i.e. online, in-store etc.), amount spent in the holiday season and other interesting information to be used in creating a pitch deck for the 2020 holiday season.

Early Findings

When Consumers Start Holiday Shopping

  • In the U.S. consumers start their holiday shopping in September (19%) and right before Halloween (40%).
  • Early shopping is done because of the number of deals customers expect to see throughout the season. They also want to avoid crowds.
  • Consumers start doing Christmas shopping on Black Friday.

Number of Consumers

  • During the period of Thanksgiving 2019 — Cyber Monday 2019, 190 million consumers went shopping and 87% of them also started their holiday shopping at the end of that period.

Amount Spent

  • For 2019, it was predicted that sales in the holiday season would be $727.9 billion — $730.7 billion.
  • According to NRF, the actual amount for retail sales in the holiday season was $730.2 billion, which was a 4.1% increase year-over-year.
  • Consumers indicated they'd spend $1,047.83 on average in 2019's holiday season of which $659 would be for gifts, $227 for food and decoration, $227 for non-gift items.
  • Men indicated that they'd spend about $1,152.17 in total while women would spend $948.90.
  • The demographic that was expected to spend the most are consumers that are 35 – 44 years old ($1,158.63), followed by those that are 45 – 54 years old ($1,157.95)

Channel for Shopping

  • Consumers indicated that they would shop online (56%), in department stores (53%), discount stores (51%), and grocery stores/supermarkets (44%).
  • Online shoppers indicated they'd use smartphone or tablet (73%) for shopping.
  •  84% of the growth was attributed to shoppers' use of a smartphone.

Online shopping

  • The total revenue from e-commerce spending in the holiday season for 2019 was expected to be over $135 billion.
  •  Online retail sales for Cyber Monday in 2019 amounted to more than $9.4 billion, Sunday amounted to $3.83 billion, Small Business Saturday amounted to $3.6 billion, Black Friday amounted to $7.43 billion and Thanksgiving amounted to $4.21 billion.
  • According to Adobe, the total ecommerce spend in the holiday season amounted to $142.5 billion which was a 13.1% increase from 2018.

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