2021年假日购物趋势报告（英）-43正式版

2021HolidayTrendsReportUnitedStatesConsumerandMarketerresultsPresentedby:Aftermissedholidaycelebrationsin2020,monthsoflockdowns,andlimitedpersonalinteractions,consumersaroundtheworldarereadytotakeadvantageofrecoveringeconomiesandloosenedrestrictionstomakethemostoutofthe2021holidayseason.Forretailerswhocanunderstandandadapttochangingbehaviorsandexpectations,thispresentsanopportunitytomaximizethemonthsahead.Tohelpretailersgaintheinsightsneeded,Sitecorecommissionedresearchacross14countriestounderstandhowconsumersandmarketersarepreparingforthisholidayseasonandtheexpectationsandprioritiesthey'veadoptedforournewwaysoflife.ThefollowingpagesincludethedetailedresultsfortheUnitedStates.MethodologySitecorecommissionedsurveyresearchamongconsumersandmarketersaboutthe2021holidayseason•

400USmarketers(consumerbrands,100+employees)completeda10-minutesurvey•

SurveywascommissionedJune7-14,2021•

Participantsrecruitedfromanactivelymanagedonlinepanel•

Participantsincentedusingrewardspointsofferedbytheironlinepanel•

Marketerdatawasnotweighted.Amixofcompanysizeandresponsibilitylevelispresentinthesurveyresponses.anisisamemberoftheCanadianResearchInsightsCouncil(CRIC)andconfirmsthatthisresearchfullycomplieswithallCRICStandardsincludingtheCRIClicOpinionResearchStandards

andDisclosureRequirements.ThisresearchwassponsoredbySitecoreandconductedbyAdvanis.informationaboutdatacollection,pleasecontactLoriReiser,CAIP(lori_reiser@519.340.0125)©2021SitecoreCorporationA/S..ConsumerresultsDemographics:ConsumersAgeAnnualincomeGenderGenerationsGenZ:Born<20K20K–29,99930K–39,99950K–74,99975K–99,999100+K12%12%18to2425to3435to4445to5455to6465+15%15%18%12%19%21%15%15%1996-TBDMillennials:Born32%33%1977-199522%GenerationX:Born49%50%1965-197618%15%21%MaleFemaleBabyBoomers:Born1946-1964Traditionalists:Born4%1945orearlierChildrenathomeRegionNeighborhoodSouth40%Midwest22%Northeast20%West17%Urban26%26%SuburbanEx-urbanRural50%4%Elsewhere1%withatleastonechildathome20%S0(generations,age)–Inwhatyearwereyouborn?Base:USconsumers(1,000)D4–Doyouhavechildrenundertheageof18livinginyourhome?Base:USconsumers,excludes‘prefernottosay’(979)D1USA(region)–Wherespecificallydoyoulive?Base:USconsumers,excludes‘prefernottosay’(992)D3–Whatwasyourtotalhouseholdincomein2020beforetaxes?Base:USconsumers,excludes‘prefernottosay’(945)D5–Howwouldyoudescribeyourneighborhood?Base:USconsumers,excludes‘prefernottosay’(992)S2–Howdoyouidentifyyourself?Base:USconsumers,excludes‘prefernottosay’(997)COVID-19andoutlookThoughmoderatelyconcernedaboutfutureoutbreaks,mostAmericansareeagerlyreturningtonormalactivities.©2021SitecoreCorporationA/S..COVID-19andoutlookYoungpeoplefeellikelifeisreturningtonormal,despitesomeworryaboutfutureoutbreaksCheckingalmostdaily,14%YoungadultsarereadytoembraceapostpandemiclifeNearly2in3USresidentsarestillwatchingtheCOVIDstatistics,thoughmostonlydosooccasionally•

86%ofthose25-34saytheyarereadytoreturntolifewithnorestrictionsCheckingoccasionally,49%•

84%ofthose25-34saytheyarereadytoembracepre-pandemicshopping,travel,andholidayexperiences•

But½ofGenZworrytheyforgethowtointeractwithotherpeopleLifeisnormalforabouthalfofUSresidents,acrossallagegroupsandparticularlyforthoseaged25-34(24%ofwhomaslifeiscompletelybacktonormal)•ThemainconcernamongUSresidentsisthatCOVIDwillnevergoaway(37%)orthatwewillhaveanotheroutbreak(37%).Thesefearsarestrongerinresidentswhoareaged65andolderCompletely,16%•

Youngerresidents(under45)aremorelikelytoworrythanthose45andolderaboutmissingextratimewithfamilywhileshelteredathome(21%),thatthey’veforgottenhowtointeractwithpeople(20%),andareturntothelongworkdayorcommute(16%)Mostly,36%©2021SitecoreCorporationA/S..ChangingpandemicattitudesMademevaluetimeathomewithmyfamilyandthesimplepleasuresinlifemore40%46%86%Peopleofallagesdevelopedanewappreciationforfriends,family,simplepleasures,andtheimportanceofmentalhealthandpersonalfinance.MademethinkmorecarefullyabouthowIspendmymoney31%47%78%Madememoreawareofmymentalhealthneedsandthoseofmyfamily,friendsandcolleagues33%28%45%78%•

Thoseunder44aregoingtoembracethisattitude:•

76%—Mademevaluetravelandappreciateotherculturesmore•

71%—MorewillingtomakebiglifeenhancementsMademevaluetravelandappreciateotherculturesmore42%71%Mademelesssocialandlesseagertoentertain25%35%60%•

68%—PlanningatripofalifetimeinthenextfewyearsPlanningatripofalifetimeinthenextfewyears•66%—Madememorespontaneous,moresocial,&enjoyinglifemore23%35%36%58%•

Thoseunder44arealsomorelikelytoagreethatthepandemic:Madememorespontaneous,moresocialandenjoyinglifemore21%57%•

85%—MademethinkmorecarefullyabouthowIspendmymoneyMorewillingtomakebiglifeenhancements19%32%51%StronglyagreeSomewhatagreeNETagreeC8–Thinkingabouthowthepandemicchangedyourattitudes,towhatextentdoyouagreewiththefollowingstatements?Base:USconsumers(1,000)©2021SitecoreCorporationA/S..HolidaycelebrationsMorethanhalfofUSresidentsplantocelebratemorethisyear.Whilemostolderresidents(aged45+)wantasimplecelebrationwithfamily,youngerpeoplearemorelikelytowantmultiplegatherings,aspecialNewYear’scelebration,abigpartywithfriends,andmore.Youngpeopleplantogetintothefestivespiritearlythisyear.Willyoucelebratetheholidays…?Holidaycelebrationplans(Comparedtopreviousyear)Age65orolder60%HolidaycelebrationplansTotal18to2425to3435to4445to5455to647%NETLess3%Asimplecelebrationwithmyclosefamily55%27%46%36%47%32%49%29%57%25%64%23%4%AlotlessMultiplegatheringswithfriendsandfamilythroughouttheholidayseason21%34%Daytrips/shortstayvacationswithinmycountry19%16%16%14%13%18%21%22%20%25%24%24%15%23%12%21%21%20%18%16%25%17%18%11%13%14%10%11%9%17%8%AlittlelessAspecialNewYearsEvecelebrationGoingtogetinthefestivespiritearlythisyearAboutthesame10%6%35%25%AbigpartywithfriendsAlittlemoreAlotmore59%NETMoreAlargerthannormalcelebrationwithextendedfamily5%10%LongervacationswithinmycountryAlavishvacationabroadOther11%5%13%11%1%15%8%17%7%9%2%7%1%6%1%1%1%0%1%2%1%Nothing,Idon’tplantocelebrate10%6%8%10%12%13%12%Indicatesthatascoreisstatisticallyhigher

/lower

thantheotheragesegments(95%confidencelevel)C7–Doyouexpecttocelebratetheholidayseasonmoreorlessthanlastyear?Base:USconsumers(1,000)C6a–Howareyouhopingtocelebratethe2021holidayseason?Base:USconsumers(1,000)TimingoftheholidayseasonAlthoughshoppingwon’tbegininearnestuntilfall,manyarebrowsing,makinglists,andsavingfortheholidayseason.©2021SitecoreCorporationA/S..2021holidaytimingHolidayshoppingtimingmaynotchange,butmanywillstartbeforetheendofsummerAlargemajorityofUSresidents(71%)indicatethattheywillstartshoppingatthesametimeaslastyear,with1in3startingbeforesummer(44%amongthose18-44).Oneinthreeyoungerpeoplewillstartshoppingearlierthisyear,totakeadvantageofsales,spreadoutspending,andavoidcrowds.BlackFridayandPrimeDayarestillpopular,especiallyforyoungershoppers.Onlinesaleswillbemoreimportantthanin-personforBlackFridaysales.Whenwillyoustartholidayshopping?54%WillshoponBlackFriday,IhavealreadystartedOnAmazonPrimeDay(June21-22)ByJuly4th12%10%withmostwantingtoshoponline(59%of18-44yearolds)34%Beforesummer54%50%Topreasonstoskipincludelackofdeals,largecrowds,andthefeelingthatithasbecomeoutdated6%6%ByLaborDayByOctober17%19%ByNovemberByBlackFriday/ThanksgivingByEarlyDecember11%8%11%50%plantoshoponPrimeDay(55%of18-44yearolds)IwillwaituntilthelastminuteF4a_US–Whendoyouplantostartyourholidayshoppingforthe2021holidayseason?Base:USconsumers(1,000)F4b–DoyouplantoshoponBlackFridaythisyear?Base:USconsumers(1,000)F4c–DoyouplantoshoponAmazonPrimeDaythisyear?Base:USconsumers(1,000)©2021SitecoreCorporationA/S..2021holidayseasonMajoritywillwaittoholidayshop,buthavestartedplanningfor2021HolidayseasonNearlyhalfhavestartedthinkingabouttheholidayseason—purchasingorbrowsingforgifts,updatinghomedécor,savingfortheseason.Morethan3in4peopleunderage44havestartedshoppingorbrowsingfortheholidayalready,and1in5havealreadystartedcelebratingtheholidaysinthesummer.WhichHolidayActivitieshaveyouStarted?Whenwillyoustartholidayshopping?(Multipleselectionsallowed)Alreadystarted-werescheduledour28%22%17%17%12%BrowsingforgiftsPurchasinggifts12%14%18%2020celebrationstothissummerWeareplanningaholidaycelebrationthissummertomakeupforlastyearMadealistofgiftsIwanttogetfor…SavingfortheholidayseasonUpdatingourhomedécorEarlyAutumn/FallMadetravelreservationsforanend…Pre-orderedagiftsoitdoesn'tgo…Stockpilingitemsthatmaybein…MadealistofgiftsI’dlikeothersto…NETAny10%10%9%Onlyduringtheholidayseason56%8%59%F6–Whendoyouplantostartcelebratingthe2021holidayseason?Base:USconsumers(1,000)F7–Haveyoustarteddoinganyofthefollowingfortheholidaysthisyear?Base:USconsumers(1,000)HolidayspendingexpectationsOneinthreewillspendmorethisholidayseason,withmanyalsoindulginginretailtherapyforthemselves.Whenitcomestogiftwishes,manyarehopingforagreatexperience.©2021SitecoreCorporationA/S..Holidayspending:Spendingmorein2021Oneinthreepeople(halfunder44)areplanningtospendmorethisholidayseason,butonlyoneinsixarecurtailingsummerplansinfavorof2021holidayseason.Bigticketpurchasesarealsoplanned,withclothing,travel,andpersonalbeautytoppingthelist.Themainreasonforpurchasinglargeritemsis“therapy,”amongallages.YoungerUSresidentsaremorelikelytomakealargepurchasetomakeovertheirhome/appearance,orforafreshstartto2022.Holidaytreatforyourself?Holidayspendingvs.lastyearSummerplansvs.holidaysNewclothingTravel36%22%18%36%17%BeautytreatmentJewelry15%12%willspendmorethisholidayseason,with1in10planningtospend50%morethanlastyear.postponingsummerplansinfavorof2021holidayseasontravel,gifts,orfestivities.NewvehicleNewhome6%Noneoftheabove42%Q1–Howwillyourholidayspendingthisyearcomparetothe2020holidays?Base:USconsumers(1,000)Q2–Areyoupostponingsummerplansinfavorof2021holidayseasontravel,gifts,orfestivities?Base:USconsumers(1,000)Q4–Areyouplanningtopurchaseanyofthefollowingasaholidaytreatforyourself?Base:USconsumers(1,000)©2021SitecoreCorporationA/S..Holidaygiftplans:GivemeanexperienceUSresidentsknowwhattheywant—theywouldrathergetsomethingtheyaskedforasagift,vs.asurprise.Manywantexperience-basedgifts.Fourintenpeopleunder44sayinfluencersareasourceofinspirationsforseasonaltrends.USresidentsaremakingplansthatbalanceresponsiblefinanceswithadesiretocelebratealloutthisyear.Halfsaytheyhavemoresavingsfortheholidaysthisyear.Manyareplanningonbuyingfewer,largergiftsthisyear.IplantobuylessbutmakebiggerandmoreconsiderateholidaypurchasesforlovedonesthisyearIdon'tneedanymorestuffandwould16%16%12%13%37%34%53%26%24%45%71%preferexperience-basedgiftsIhavemoresavingssetasidefortheholidays(thanlastyear)asaresultofdecreasedspending50%IprefergiftsthatIaskformorethansurprisepresents40%63%Wewillgrouptogethertogetabiggiftforasinglefamilymemberinsteadoflotsoflittleones27%39%Onlineinfluencersarethebestsourceofinspirationforseasonalgiftsandtrends12%26%39%OurfamilywillcelebratetheholidayswithaSecretSantagiftexchangetosavemoney23%36%Wewillnotbuygiftsandarechoosingtodonatetocharitiesinstead10%21%31%Wearelookingatplansforfinancinggiftssowecanmanagethecosts12%20%32%StronglyagreeSomewhatagreeNETagreeQ3[spendtrends]–Towhatextentdoyouagreewiththefollowing?Base:USconsumers(1,000)©2021SitecoreCorporationA/S..Influencers:Influentialtosome,annoyingtomoreInfluencershaveamodestroleindrivingconsumertrends—manyhaveFOMOinrelationtohotproducts,wanttobeinfluencersthemselves,orlooktoinfluencersfortoptrends.However,thereisalargedisconnectanddistrust,evenamongtheyoungerpeopletargetedbyinfluencers.Mostsaytheydon’trelate,don’tfindtheminteresting,don’ttrusttheirrecommendations,andfindthemtobevain,annoying,orboth.InfluencerperceptionsIaminspiredbytheirlifestyles-influencers45%48%31%28%76%76%74%12%21%33%12%21%33%12%17%29%10%16%26%Idon’trelatetotheinfluencersoutthereInfluencersdon’tinterestmeatallIfindinfluencersvainandannoyingshowmehowtolivemybestlifeI’llbelookingtoinfluencersIfollowtoinspiremyholidaypreparations,includingdecorationsandclothing39%35%34%I’llhavea“fearofmissingout”ifIamnotabletoobtainaproductorserviceafavoriteinfluencerpresentsfortheholidayseasonIdon'ttrustonlineinfluencersandtheirrecommendations36%70%Iamalreadyaninfluencer13%21%34%I’dlovetobeaninfluencerStronglyagreeSomewhatagreeNETagree©2021SitecoreCorporationA/S..Q6–Towhatextentdoyouagreewiththefollowingattitudesaboutonline'influencers'?Base:USconsumers(1,000)CustomerexperienceHolidaybargainhuntingisthemantraformanyAmericans.Manyarealsointerestedindigitalexperiences.©2021SitecoreCorporationA/S..Ethicalgiftgiving:AwarenessofBlack&localsupportWhenshoppingfortheholidays,themajorityarefocusedonshoppinglocal/atindependentretailers.WhilemanyareannoyedwhensomethingismadeinChinabutsoldbyalocalbrand,slightlymoresaytheydon’tmindwhereanitemismadeaslongasit’sintheirbudget.ButthepullofAmazonisstillstrong.Mostbelieve(76%amongyoungershoppers)itisimportantforretailerstooffermoreBlack-andminority-ownerproductsandservices,butonlyaboutone-quarterareseeingmoreofthesewhileshopping.HolidayshoppingintentionsBlack-andMinority-ownedbusinessperceptionsIwillpaymoreforlocallymade16%27%18%12%13%46%35%42%38%38%63%62%60%itemswhenitcomestogiftsbelieveitisimportantthatretailersoffermoreIfeelannoyedwhensomethingismadeinChinawhenIthoughtitwasmadebyalocalbrand62%28%Black/minority-ownedproductsandservices,with2in10IwanttogetmostofmygiftsfromindependentretailersbutwillmostlikelygetthingsfromAmazonatthelastminutestatingitisveryimportant.Iplantoavoidbigboxretailersforgiftsandwillinsteadlookforitemsfromretailersthatfeelmoremeaningfulorpurposedriven26%25%IwillfeellazyifIgetmostofmygiftsfromAmazonsoI'mplanningfurtheraheadtoavoidthisareseeingmoreBlack/minority-ownedproductsandserviceswhileshopping.Iplantomakesomeofmyholidayseasonpurchaseswithcryptocurrency9%16%24%StronglyagreeSomewhatagreeNETAgreeQ7[customerexperience]–Howmuchdoyouagreeordisagreewiththefollowingstatements?Base:USconsumers(1,000)E11a–HowimportantisitthatretailersoffermoreBlack-ownedandminority-ownedproductsandservices?Base:USconsumers(1,000)E11b–In2021,areyouseeingmoreBlack-ownedandminority-ownedproductsandservicesavailablewhenyoushop?Base:USconsumers(1,000)©2021SitecoreCorporationA/S..Whereareweshopping?Over4in10saythatmostoralloftheirshoppingwillhappenonlinethisholidayseason(54%ofthoseunder44years).Forone-quarter,thisisanincrease.Incontrast,one-quartersaytheywillshopmorein-personthanlastyear.Travel,apparel,toys,andentertainmentproductsaremostlikelytobepurchasedonlinethisholidayseason.Howmuchofyourholidayshoppingwillbe…?Howmuchofyourholidayshoppingwillbe…?(Pershoppingcategory)(Overall)42%42%37%32%29%22%TravelApparel29%27%23%5%19%NETIn-person15%ToysAllin-personMostlyin-personAboutequalMostlyonlineAllonlineEntertainmentBeauty29%35%38%Food&drink56%NETOnlineNETIn-person28%15%43%NETOnlineAge(bucketed)TotalNET18to44NET45+MoreonlineMorein-personThesame25%25%51%34%29%15%21%↑↑Changeinholidayshoppingfromlastyear↑

Indicatesthatascoreisstatisticallyhigherthantheotheragebracket(95%confidencelevel)37%64%↑E1b–Howmuchofyourholidayshoppingwillbein-personthisholidayseason?Base:USconsumers(1,000)E1e–Howhasthis(E1b)changedcomparedtolastyear?Base:USconsumers(1,000)E2–Thinkingspecificallyaboutdifferentcategoriesofholidayshopping,howmuchdoyouplantodoonlinethisyear?Base:USconsumers(1,000)HolidayexperiencesBargainhuntingandseekingoutspecialholidayrelatedproductsWhenshoppingin-personduringtheholidays,shoppersaremostlookingforwardtobuyingitemsandfoodsonlyavailableduringtheholidays,findinggreatbargains,andexperiencingholidayentertainment.Youngerpeopleareparticularlylookingforwardtoholidayexperiences.Anticipatedactivitieswhilein-personshoppingPotentialdigitalexperiencesthisholidayseasonBuyingfoods/itemsthatareonlyavailableduringtheholidayseasonFindinggreatholidaybargains37%35%Virtualreality(VR)homemakeoversTryingonmake-upusingaugmentedreality(AR)Tryingonclotheswithaugmentedreality(AR)Virtualreality(VR)Santa'sgrottos17%16%14%12%10%9%Holidayentertainment(e.g.,carolers,holidaymusic)Holidayentertainment(e.g.,carolers,holidaymusic,iceskating)Enjoyingthegeneralhustle&bustleofbeingaroundothershoppersVisitbigdepartmentstores26%24%40%Interestedindigital22%experiences20%Walkingthehighstreet/mainstreettoseethewindowdisplaysHolidayfamilyphoto18%VirtualpersonalshoppingappointmentVirtualrealitylightdisplayonmyhomeNoneoftheabove14%10%9%TryingonpartyclothesSanta'sgrotto/Santa’svillage60%Other1%Noneoftheabove19%E1c–Whatareyoumostlookingforwardtodoingwhileshoppingin-personthisholidayseason?Base:USconsumers(1,000)E9–Whichofthefollowingdigitalexperienceswouldyoubeinterestedinthisholidayseason?Base:USconsumers(1,000)©2021SitecoreCorporationA/S..HolidaybargainsThetopprioritywhenshoppingonlineis—byfar—earlydiscountsanddeals.Nearlyhalfarealsoprioritizingexclusivepre-saledealsforloyalcustomersintheirtop3.Oldershoppersaremorelikelytoprioritizeboth.Youngershoppersaremorelikelytoprioritize“pop-up”storeswithlimitededitionproducts(27%rankintheirtop3),interactiveshoppingviavideochat(21%),andVRexperiencestoenjoyasafamily(21%).Prioritieswhenpurchasingonlinethisholidayseason45%20%13%10%43%9%67%EarlydiscountsanddealsExclusivepre-saledealsforloyalcustomers14%10%9%11%30%8%11%11%29%6%9%10%25%7%7%7%21%SuggestionsthatsuityourlifestyleandtastesAnexclusive,limitededitionproductRemindersandsuggestionstohelpyouplanahead“Pop-up”storeswithlimitededitionproducts14%13%Interactiveshoppingwithapersonalshopperviaonlinevideochat5%5%4%VRexperiencestoenjoyasafamily,e.g.personalizedSanta’sgrottosforkids5%4%4%Rank1Rank2Rank3NETRankedTop3E10–Pleaserankwhichofthefollowingwouldbeyourtopprioritieswhenconsideringpurchasesfromonlinebrandsthisholidayseason?Base:USconsumers(1,000)©2021SitecoreCorporationA/S..MarketerresultsFirmographicsTopindustriesAnnualrevenuePhysicallocationsRegion<25M25-49M50-99M100-499M500-999M1-9B6%7%Manufacturing20%19%South31%Only12or310%Midwest24%West23%Retail&ConsumerPackagedGoods18%25%25%15%4%35%38%MediaandEntertainment10%9%4to10NortheastElsewhere22%0%HealthCare/LifeSciencesMorethan1017%10+BCompanyreachYearsinexistence46%28%39%40%10%10%12%7%7%3%0to56to1011to2021to50>50EuropeGlobalNationRegionLocalMarketonlyD1US–Whereisyourcompanyheadquartered?Base:USmarketers(400)D6–Howmanyphysicallocationsdoesyourorganizationcurrentlyhave?Base:UKmarketers,excluding‘prefernottoanswer’(332)D4–Whatisyourorganization’sreach,intermsofcustomersserved?Base:USmarketers(400)D5–Howmanyyearshasyourorganizationbeeninexistence?Base:USmarketers(400)D3–Whichofthesebestdescribesyourorganization'sprimaryindustry?Base:USmarketers(400)D7–Whatistheannualrevenueofyourcompany?Base:USmarketers,excluding‘prefernottoanswer’(394)DemographicsAreaofworkJoblevelMarketingStrategy56%MarketingIntelligence17%CustomerExperience17%Ecommerce14%DigitalMarketing43%DigitalStrategy42%Executive(C-level)VicePresident18%74%SeniorLevelDigitalAdvertising41%AudienceManagement13%Insights&Attribution13%CustomerJourneyManagement13%GrowthMarketing13%28%29%DigitalCampaignMarketing34%Data&Analytics23%DirectorContentMarketing/ContentManagement23%EmailMarketing21%Compliance/Privacy/Security12%Personalization11%SeniormanagerManager21%CustomerDataManagement20%WebAnalytics19%5%26%JuniorLevelPractitioner0%GenderAnalyst/IndividualContributor0%72%Male28%FemaleS7–Whichofthefollowingareasareyouinvolvedin,onatleastaregularbasis?Base:USmarketers(400)D2–Howdoyouidentifyyourself?Base:USmarketers(400)S6–Whichofthefollowingbestdescribesyourjoblevel?Base:USmarketers(400)©2021SitecoreCorporationA/S..COVID-19andoutlookMostbusinessesagreethatthe2021Holidayseasonisa“make-or-break”year(notsurprisingwhennearlyhalfhaddecliningprofitsin2020).Concernsaboutinflationarestrong,secondonlytoconcernsaboutfuturehealthconditionchangesimpactingmarketingefforts.©2021SitecoreCorporationA/S..PandemicfiscalchallengeswerepersuasiveChangingpandemicattitudesDigitalmarketingwillbecriticaltothesuccessofthisimportant2021holidayseason.Ithasbeenachallengingyear43%41%49%48%47%90%commerciallyThisholidayseasonismakeorbreakforourbusiness23%NETBoost43%85%BoostedinspiteofpandemicBoostedbythepandemicDigitalmarketinghascometotheforeandisnowmorevaluedthaneverwithinthebusiness40%41%89%89%6%18%31%30%16%AboutthesameaslastyearTough,lessprofitthanlastyearDramaticallyhinderedbythepandemicDigitalmarketingwillplayavitalroleinkeepingusafloatfortherestofthisyear46%NETDeclineDigitalmarketinghastakenabackseatinfavorofinvestmentinotherareas46%40%85%StronglyagreeSomewhatagreeNETagreeS8–Thinkingaboutyourorganization,howmuchdoyouagreeordisagreewiththefollowingstatements?Base:USmarketers(400)S9–Financially,howhasthisyeartodatebeenforyourorganization?Base:USmarketers(400)©2021SitecoreCorporationA/S..Holidaysalesrepresentbulkofannualsalesfor1in3Holidaysalesrepresentasignificantportionofannualsales.Oneinthreebusinessessaytheholidayseasoniswhentheyconduct60%ormoreoftheirannualsales.%ofAnnualSalesDrivenbytheHolidays(USTotalandbycompanysize)31%26%34%32%Total8%100to4997%500to9997%25%36%26%6%30%36%23%3%24%23%35%26%7%6%NET1,000ormore9%Lessthan20%36%26%20-39%40-59%60-79%80-100%NET60%ormoreS10a–Whatpercentageofannualsalestypicallycomesfromtheholidayperiod(September–December)inyourbusiness?Base:USmarketers(400)©2021SitecoreCorporationA/S..BusinessconcernsBusinessesareveryconcernedabouthealthconditionsandinflationMorethanhalfareconcernedaboutthesedisruptions,withparticularlystrongconcernabouttheimpactoffutureoutbreaks.Discountingisstrong,withnearlyhalfsayingitismorecompetitivethanbefore.Hastheonlinediscountingsectorbeen…?Howconcernedareyouaboutthe…(Overthepast12months)Impactofinflationonsuccessovertheholidayseason?7%5%41%52%56%93%95%Morecompetitivethanbefore45%JustascompetitiveasbeforeChanginglocalhealthconditionsthatcouldresultinfastmarketingpivots?39%Lesscompetitivethanbefore50%6%NotconcernedSomewhatconcernedVeryconcernedNETConcernedQ29–Howconcernedareyouaboutinflationinrelationtoyourbusiness’ssuccessthisholidayseason?Base:USmarketers(400)Q35–Howconcernedareyouthatchanginglocalhealthconditionscouldcausetheneedtomakefastpivotsinyourmarketingeffortsthisholidayseason?Base:USmarketers(400)Q33–Overthelast12months,onlinediscountinginoursectorhasbeen?Base:USmarketers(400)©2021SitecoreCorporationA/S..TimingoftheholidayseasonManybusinessesareusingtheCOVIDpausetoresettheirrelationshipwithBlackFriday,whichmaybeonthedecline.Oneinthreeconsumerswillstartholidayshoppingthissummer,andmanyarealreadyplanning.©2021SitecoreCorporationA/S..MarketerexpectationsMarketersexpectconsumerstoshopsooner—manydonotholidayshoponPrimeDayHalfofmarketersbelievethatconsumerswillstartholidayshoppingbeforetheendofsummerintheUS,withthelargestdifferencebeingtheperceivedimpa