In November and December, Adobe's data showed that,U.S.AConsumers inHoliday shopping seasonPeriod (including ThanksgivingBlack five nets one）The expense of online shopping reached US $204.5 billion, and online consumption increased by 8.6% year on year.
For example, in the weeks before November 24, consumption increased by 19.2% year on year; And inThanksgivingandNetwork Monday(Also known as online week/online shopping state), consumption dropped by 1.4% year on year. In the weeks after November 30 (to December 31), sales rose again, with a year-on-year growth of 5.6%.
IHigher out of stock frequency, less discount
The interruption of the supply chain has brought consumers difficulties in shopping, even though their consumption has reached a record level.
1. According to Adobe's research, during the 2021 holiday shopping season, online shoppers will seeMore than 6 billion out of stock information。 This figure is 253% higher than that of 2019 before the epidemic and 10% higher than that of last year.
2. The seller offers less discounts.
Despite the reduced discounts, online shoppers are still willing to buy a variety of products. For example, inelectronic productIn the category, the discount is only 8%, while the average discount in 2020 is 21%. The computer discount will be 10% in 2021 and 22% in 2020.
However, in 2021, the discount range of clothing and toys will be larger. The clothing discount last year was 11%, and this year it dropped to 13%, while the toy discount fell to 19% from 14% last year). Adobe said that holiday e-commerce sales were driven by toys, video games, gift cards and books.
Before the epidemic, e-commerce was a major disrupter of the retail industry. Subsequently, it became the "savior" of many brands and consumers. This transformation has affected the digital channels and opportunities of all marketing personnel.
Marketers must start earlier because online shoppers entered the holiday shopping mode in early November. This seasonal overall level will continue. New digital retail methods such as BNPL and curbside pickup will help brands of all categories gain advantages in the competition.
The online holiday shopping season started earlier, but digital channels also help marketers get ready at the last minute.According to Blue Ocean Yiguan,According to the data of Adobe, in the first two years of 2021, there seems to be no progress in the cube pickup, which hovers around 22% to 24% of online orders. But this proportion accounts for almost a quarter of the total sales, reaching a peak of 40% on Christmas Eve.
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