2. Consumer research, sentiment and overall thinking concludes this will be
the most unpredictable and critical holiday season in recent history.
WHY THE NEXT 100
DAYS ARE SO CRITICAL:
4. RESEARCH
Meredith predicts consumers will use e-commerce to drive an
earlier, quieter 2020 holiday season.
72%
Number of Meredith households that
believe these holidays are going to
be different than what we have seen
in the past.
e-Commerce shoppers will not only be looking for value, but also ease.
*Source: Meredith Study
“Everything about the holiday
season is actually going to
start earlier this year…even as
soon as right after the Labor
Day holiday”
5. RESEARCH
*Source: Meredith Study
“There’s going to be an emphasis
on early deals, promotions, and
providing value”
One of the indicators for the holidays
from Meredith’s research is a continuing
e-commerce boom, extending a major
shift that began with the outbreak of
COVID-19.
49% of shoppers expect retailers
to offer them discounts when
shopping online.
**Source: Google Holiday Readiness doc
7. U.S. E-COMMERCE PENETRATION (% OF RETAIL SALES)
5%
10%
15%
20%
25%
30%
35%
40%
2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 7/20
10 years’ growth in 3 months
This growth will continue and why it’s even more important to be e-commerce ready this holiday season.
|–––––––––––––––––––––– 10 YEARS –––––––––––––––––––––––|
8. RESEARCH
“In 2019, the %
of shoppers who
searched online
before making
in-store
purchases.”
*Source: Google for Retail
“The number of
online touch points
during the
shopping journey
that can influence
what people buy
and who they buy
it from.”
140 89%90%
“The % of
global
shoppers who
visited a store
said they
searched
online first .”
“The % of
smartphone users
that are more likely
to purchase from
companies whose
mobile sites or apps
allow them to make
purchases quickly.”
76%
9. *Source: Google for Retail
70% of shoppers said they were open to buying from new retailers.
54% of holiday shopping remains to be completed after Black Friday.
21% of holiday shopping is completed during the week of Christmas and
the week after Christmas.
Holiday shoppers value price, convenience and availability.
REASONS WHY IN 2020 YOU MUST HAVE A
COMPREHENSIVE HOLIDAY PLAN FOR
SUCCESS!
RESEARCH FROM 2019
10. Earlier Holiday Demand: We predict that the Prime Day
event in October could potentially steal up to 10% of
Cyber Week’s digital revenue.
COVID-19 will set a new precedent in e-
commerce penetration: We predict that up to
30% of global retail sales will be made through
digital channels this upcoming holiday season
E-COMMERCE
PREDICTIONS
Source: Salesforce Blog
HOLIDAY
Stores as fulfillment centers: We predict that sites
offering store pickup — curbside, inside, drive through
— will see a 90% increase in digital sales over the
previous holiday season.
Media mix will continue to dramatically shift to
personalization and localization: We predict that 10%
of mobile orders will be through social channels (with
peak days reaching between 12-15% of mobile
orders).
11. v
85% of retailers believe online sales
will increase this holiday season
The global pandemic has accelerated online shopping,
meaning this Christmas retailers need to speed up their
online efforts ahead of the festive e-commerce frenzy,
according to new research.
PREDICTIONS
Source: Bazaarvoice
HOLIDAY
Page views increased 31.4% and order
count rise 65.9% compared to usual -
COVID-19 set to exacerbate this trend.
Shoppers are engaging with customer
reviews, photos, questions and answers
as they research gifts online.
Increase in question submission as
shoppers intensify their gift
shopping with a 4.5% increase last
October over the typical month.
12. Media mix will continue to dramatically shift to personalizations and
localization: We predict that 10% of mobile orders will be through social
channels (with peak days reaching between 12-15% of mobile orders).
HOLIDAY MEDIA
MIX PREDICTIONS
13. HOLIDAY MEDIA
MIX PREDICTIONS
1
Digital Spend will increase with focus
on performance media and
marketing. Efficiency, measurement
and attribution will be necessary.
Source: Salesforce Blog
15. HOLIDAY MEDIA
MIX PREDICTIONS
3
This holiday will be even more
important for marketers to focus on
audience segmentation & targeting
to reach the right customers, in the right
location, at the right time.
Source: Salesforce Blog
16. Consumers will value messages such as store closure, order
status, pickup instructions to ensure safety and convenience over
the holiday season.
HOLIDAY MESSAGING
PREDICTIONS
17. 1
85% of consumers want operational
update messages when appropriate
during pandemic. Customer Service
will be paramount for success.
HOLIDAY MESSAGING
PREDICTIONS
18. 2
Messaging tone will be a
delicate balance between
brand (empathy & emotion) and
discounts (demand & margin).
HOLIDAY MESSAGING
PREDICTIONS
19. 3
Plan early, but be nimble, and as
the holiday landscape evolves, be
ready to shift the spend to higher
performing channels.
HOLIDAY MESSAGING
PREDICTIONS
21. v
Ensure strategic planning of media budgets
Conduct a comprehensive media mix analysis
Conduct a thorough website audit (desktop and mobile)
Think Mobile first in all strategic planning
Analyze the competition and create conquest strategies
Determine key audiences for each campaign
Success measures and KPIs determined
Social Media strategy and plans have been devised
Email optimization and planning
ARE YOU READY TO FULLY CONNECT
WITH YOUR AUDIENCE?
TO HOLIDAY SUCCESS
CHECKLIST
YOUR ROADMAP
FOR CONSIDERATION:
Customer Service Operations
Fulfillment Employee Success
