ADOBE ANALYTICS HOLIDAY RETAILER INSIGHTS - 2019
METHODOLOGY
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• 403 U.S. retailers were surveyed between Oct. 23 – 29. The respondents were required to be a
decision maker or influencer for their company's marketing and retail strategy (e.g., planning the
marketing mix, advertising or promotion, or other aspects of strategy), and the retailer must have
annual revenue of over $500k
• Company size is derived from their net yearly revenue $10M+ and $10M<
** Source: Adobe Analysis of Internet Retailer 2018

Almost 2/3 of retailers are expecting the holiday season to be better
than last year
• Companies with annual net revenue 10M+ 65% believe more this
year, 33% same
• Companies with annual net revenue 10M< 55% believe more this
year, 40% same
3/4of retailers are planning on offering sales earlier this season due to
the fewer shopping days between Cyber Monday and Christmas
41% of retailers are concerned about the shorter holiday shopping
season this year
ADOBE ANALYTICS HOLIDAY RETAILER INSIGHTS - 2019
Retailers Cautiously OptimisticThis Season
61%
36%
3%
What are your expectations around holiday revenue this
season?
Greater than Last
Year
Same as Last Year
Less than Last Year

ADOBE ANALYTICS HOLIDAY RETAILER INSIGHTS - 2019
How Retailers Are EngagingTheir Customers
56% of retailers say that they’re creating
experiential shopping (mock show-rooms/AR
experiences, additive elements to overall shopping
experience) experiences for their customers
66% of retailers say that Loyalty Programs are a net
benefit to their business
62% of retailers agree that social media influencer
campaigns are becoming an important marketing
channel
Company apps driving sales during the holidays
becomes increasingly important to retailers (73% advise)
• 10M+ 75% advise more important
• 10M< 65% advise more important
6%
29%
34%
34%
44%
47%
52%
61%
Augmented reality
Alternative currencies or payments (Paypal, Bitcoin)
Point of sale dashboards
In-store free wifi used for customer tracking
Location based marketing
Push personalized customer offers, coupons, or…
Mobile payments (such as Apple Pay, Google Wallet,…
Send holiday specific marketing emails, text messages,…
Which sales and marketing technologies does your company
employ?

ADOBE ANALYTICS HOLIDAY RETAILER INSIGHTS - 2019
Varying Interest inVoiceTechnology
Only 7% of retailers are currently using voice technology as a sales tool, while 62% are investigating or plans
to leverage it as a sales tool in the future. Conversely 31% said they don’t see value in implementing voice
technology as a feature
Of those that offer voice technology, over half (56%) said they track use and results of customers who use
voice tech
56%
19%
26%
Yes No Not sure
Does your company track the results from customers who use voice
recognition technology?

94% of retailers agree that a physical retail presence give them an edge over those with only an ecommerce presence
A little over half (55%) of retailer offer BOPIS
10M+ 64% offer BOPIS - 48% say it represents a significant portion of their sales
10M< 42% offer BOPIS - 45% says it represents a significant portion of their sales
ADOBE ANALYTICS HOLIDAY RETAILER INSIGHTS - 2019
BOPIS Is an EffectiveTool for Conversion for Retailers
64%
42%
48%
45%
10M+
10M<
Do you offer BOPIS, and does it represent a significant portion of your
sales?
Offer BOPIS

78% of retailers are planning on increasing their communication because of the condensed shopping season (6 days fewer than 2018)
61% of retailers are sending holiday specific marketing emails, text messages or social posts
61% of retailers net 10M< advise they have benefited from awareness of Small Business Saturday
Retailers big and small are keeping politics out of their advertising, 62% of retailers are not taking political stances in their ads
ADOBE ANALYTICS HOLIDAY RETAILER INSIGHTS - 2019
Driving More Engagement with Holiday Ads
82%
73%
72%
50%
35%
32%
17%
What channels does your company use to communicate with customers?
YouTube
A dedicated mobile app
Television
Display advertising
Social media
Email
Company website

Top concerns for retailers when it comes to selling products online include:
• 40% Staying price competitive
• 23% Shipping to consumers (on time)
• 22% Converting visits
• 20% Competing on “perks” such as free shipping, and driving website traffic
Just over half (54%) of retailers feel large online merchants like Amazon pose a serious threat to their ability to drive sales
51% of retailers claimed that they’ve had to increase the price of certain products, in order to manage the cost of tariffs
ADOBE ANALYTICS HOLIDAY RETAILER INSIGHTS - 2019
Top Challenges for Retailers