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BizReport : Ecommerce : November 21, 2016


Polls ID shopping trends heading into Thanksgiving weekend

Three recent shopper polls identify trends that could help merchants connect through the Thanksgiving Weekend.

by Kristina Knight

First, HookLogic data shows that while online shopping took a bit of a dive the day before and the day of the US Presidential election, ecommerce increased 24% the Thursday following the election.

"We may need to begin expecting lower growth YOY as the base has expanded so much and ecommerce becomes even more the norm in some product categories. Overall, ecommerce shopping grew 7% YOY," was written in the HookLogic report. "With 40% of all ecommerce shopping taking place on mobile phones, marketers need to prepare for the reduced product visibility posed by mobile screens, which makes product discovery and impulse purchasing that much harder to incentivize."

Meanwhile, Verve has released data from Black Friday 2015 that could give merchants insight into what will happen this Friday. For instance, they found the time period when more people were buying was between 2pm and 5pm, with discount stores showing the least traffic. Target, by the way, had the strongest showing of the 'big box' stores with about 40% more people coming in the door.

And, looking ahead to how consumers will be shopping through the holiday season, Citi Retail Services polled shoppers and found most will be shopping in-store (68% of Millennials, 59% of GenXers and 53% of Boomers), with Millennials and GenXers more likely than Boomers to feel online shopping 'takes the fun out' of holiday shopping. Other interesting findings from the Citi poll include:

• 50% of Millennials say shopping together during holidays/view decorations is 'tradition', 34% of Boomers agree
• 87% of Millennials say in-store holiday shopping is 'about the experience', 80% of GenXers and 74% of Boomers agree
• 71% of Millennials say the best holiday memories are of shopping trips

Tags: Black Friday trends, Citi Retail Services, ecommerce, ecommerce trends, HookLogic, mobile marketing, Verve Mobile










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