Optimove：2022年美国节假日消费调研报告

2022

Consumer

Holiday

Retail

Shopping

Survey

TableofContents

1.ExecutiveSummary

2.Methodology

3.BrandLoyalty

4.ShoppingStartsEarly

5.ConsumersUnsubscribefromIrrelevantOffers

6.ConsumerBudgeting

7.ConsumerTrustofBrands

8.BrandsasCorporateCitizens

9.AboutOptimove

2

ExecutiveSummary

Inthreewords,“consumerloyaltymatters.”

Oursurveyof514U.S.holidayshoppersshowsthatabouthalfofconsumersarebrandloyal,and48%willonlyshopatstores/sitestheyhaveshoppedatinthepast.

Consumersareshoppingearly,asmorethanhalfwillbegintheirshoppingbyHalloween.Overall,theywillspendlessonholidayshoppingin2022versus2021.

Priceisakeymotivatortogetconsumerstobuyand55%wantoffersfrombrands20-60daysbeforetheholidays.And69%wantearlyoffersfrompreferredretailers.Anditappearsthattheywantthemfrombrandstheytrust.Resultsshowthat48%ofrespondentsdonottrustbrandswiththeirpersonalinformation.

Inaddition,consumersseemtocareaboutbrandsthataregoodcorporatecitizens.Consumersrespondedthattheywouldpaymoretoamerchantcommittedtotheenvironment.

Consumerloyaltyisbuiltontrust.Brandsthathavegainedconsumertrustwillhaveanadvantageingarneringsalesthisholidayseasonfromconsumerswillingtolistentothem.Loyaltyandtrustisbuiltwhenbrandsstartmarketingwithcustomerfirst.

Holidaysalesbeginandarebuiltwithrelationships.

3

Methodology

TheOptimove2022ConsumerHolidayRetailShoppingSurveyqueried514U.S.citizensinSeptember2022.Respondentswereages18-plus,49%male/51%female(norespondentswerenon-binaryordeclinedtoanswer);andhouseholdincomeswere$50,000-plus.

4

BrandLoyalty

AlmosthalfofU.S.HolidayShoppersstay

steadfastlyloyaltobrands

48%willonlyshopatstores/sitestheyhaveshoppedatinthepast

AlmosthalfofU.S.consumerssurveyed

(48%)respondedthattheywillonly

shopatstores/sitestheyhaveshopped

atinthepastthisholidayseason.Yet,

61%saidthatapriceorsalewould

motivatethemtoshopataplacethat

wasnotplanned.And82%saidthat

pricewasmoreimportantthanservice

inshopping.

Relatedresultswerethat32%of

shopperssaidthatrecommendations

fromaretailer,basedontheshopper’s

previousbrowsing,increasesthe

chancetheshopperwillbuy.Forty-

threepercent(43%)responded

thatrecommendationsmadeno

difference.Inaddition,19%found

recommendationswereeitherinvasive

ordecreasedthechancetheywillbuy.

5

BrandLoyalty(continued)

Earlyofferswithpriceincentivesmotivateconsumers.

Theseresultsunderscorethatbrandloyaltyisahugebonusforretailers.Shopperswhohaveinteractedwithbrandshavebrandtrusttoandaremoreopentorecommendationsfromthoseretailers.

6

ShoppingStartsEarly

56%ofAmericanswillstartholidayshoppingbyHalloween,17%alreadystartedasofAug31

“Salesthataretoogoodtopassup”topmotivatorofearlyshopping

MorethanhalfofU.S.consumers

surveyed(56%)respondedthattheywill

startholidayshoppingbyHalloween,

32%bythebeginningofOctober,and

17%startedbyAugust31.Theresultsare

fromtheOptimove2022HolidayRetail

ShoppingSurveyof514consumers

fieldedbySurveyMonkeythefirstweek

ofSeptember.

Otherresultsrevealedthatthetop

incentivetostartearlyshoppingare

“salestoogoodtopassup”citedby

30%ofrespondents.Inaddition,60%of

holidayshopperswillnotwaitforBlack

Friday/CyberMondaytocommence

shopping.Inaddition,consumersnoted

that69%wanttobepartofagroupthat

receivesspecialoffersearlyfromretailers.

Relatedtothisis62%willshopatretailers

theyhavefrequentedinthepast,while

48%willonlyshopatstoresthatthey

haveshoppedatbefore.

Ofnote,eightypercent(80%)of

respondentswillshopatbrick-and-

mortarretailers,and96%planto

shoponline.

Thetrendofearlyshoppinghighlightsthat

brandswithestablishedrelationshipswith

customers,havethebestopportunitytomake

relevant,timelyofferstotheirloyalconsumers.

7

ShoppingStartsEarly(continued)

OverhalfofU.S.HolidayShopperswantaspecialoffer20-60daysbeforetheholidays

55%wantaholidayofferatleast20-60daysbeforetheholiday,just27%wantofferswithin20daysoftheholiday

8

ConsumersUnsubscribefrom

IrrelevantOffers

One-thirdofrespondents(32%)saidtheygettoomanyoffers,sorelevancymatters.Twelvepercent(12%)saidtheyunsubscribefromretailerswhohaveirrelevantoffers.

And,overall,consumerswillunsubscribefrombrandsas54%oftheconsumerssurveyedsaidtheywillunsubscribefrom1to5brandsduringtheholidayseason,while31%neverunsubscribe.

9

ShoppingStartsEarly(continued)

Emailisthepreferredchannelby1/3ofconsumersforbrandstomarkettothem—andtheonemostlikelytocatchtheirattention

10

ConsumerBudgeting:

SpendingLessin2022

35%ofAmericanswillspendlessthisseasonthanin2021,17%more,48%thesame

MorethanonethirdofU.S.consumers

surveyed(35%)respondedthattheywill

spendlessinthe2022holidayseason

versus2021.Theresultsareinlinewith

confidenceaboutwhattheywillbudget

forholidayshoppingwith39%less

confidentabouttheholidayspending

comparingthisyeartolast.

RelatedisthatTheConferenceBoard

ConsumerConfidenceIndex®increased

inAugust,followingthreeconsecutive

monthlydeclines.

Theresultsrevealthatconsumers

mayhavelessworryaboutrecession

thantheydidafewmonthsearlier.For

retailers,itisachancetoconnectwith

loyalshopperswhomaybeopento

offerswithamoreopenwallet.

11

ConsumerTrustofBrands

48%ofconsumerssaytheydonottrustonlineretailerswiththeirpersonalinformation:

AlmosthalfofU.S.consumerssurveyed(48%)

respondedthattheydonottrustretailerswith

theirpersonalinformation.

OtherresultsrevealedthatAmazonisamost

trustedbrandby35%ofrespondents,followed

by“noneoftheabove”chosenby28%of

respondents.Inaddition,moreconsumers

preferthatbrandsmarkettothemviaemail

(chosenby35%ofrespondents).

12

ConsumerTrustofBrands(continued)

Sixty-twopercent(62%)of

respondentsknowwhichonline

andbrick-and-mortarretailersthey

willshopat,and48%willonlyshop

atstorestheyhaveshoppedat

before.

Finally,consumerswereaskedif

recommendationsfrombrands

increase,decrease,ormakeno

differenceinbuyingmore.While

itmakesnodifferenceaccording

toalmosthalfoftherespondents,

32%saiditwillincreasethechance

theywillbuy,while7%saiditwill

decreasethechancethatthey

willmakeapurchase.Ofnote

isthat12%ofrespondentsfind

recommendationsinvasive–asign

thatbrandscancreatedistrust

withthewrongmarketingactions.

Theseresultsunderscorethatconsumertrustisparamount

tobuildingbrandloyalty.Brandsthatcanengagewith

consumersone-on-oneandassist,ratherthanpushproducts

duringthecustomersbuyingjourney,winloyalty.

13

BrandsasCorporateCitizens

74%ofrespondentssaiditisimportantthatamerchantis

committedtotheenvironmentwhenholidayshopping,

31%respondeditis“veryimportant.”

AlmosthalfofU.S.consumerssurveyed(49%)respondedthattheywillpaymoretoamerchantcommittedtotheenvironment.Inaddition,74%ofrespondentssaidthatitisimportantthatamerchantiscommittedtotheenvironment,and31%notedthatitis“veryimportant.”

Onekeytowinningacustomer’sloyaltyistobeperceivedas

agoodcorporatecitizen.Theenvironmentisonekeyissue

wherecompanieshavedeepenedconnectionswithcustomers.

Brandsthatwinloyaltystartwithanunderstandingof

thecustomer.Itispartofthepuzzlethat