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PE AK
SELLING
AND
THE
P ANDEMIC
WUNDERMAN
THOMPSON
2
C ONTENT S
3
INTR ODUC TION
4
GL OB A L
VIEW
5
SE C TION
1:
UK
6 UK
HE ADLINE S
7 CHAP TER
1:
Black
F rida y
period
in
num ber s
9
CHAP TER
2:
What ,
wher e
and
wh y?
13
CHAP TER
3:
Spendin g
in
a
pandemic
16 CHAP TER
4:
S ocia l
c ommer c e ’ s
r ol e
in
Black
F rida y
17 CHAP TER
5:
N e xt
y ear
18 CHAP TER
6:
Christmas
In
2020
20
SE C TION
2:
US A
21 US
HE ADLINE S
22 CHAP TER
1:
Black
F rida y
period
in
num ber s
24
CHAP TER
2:
What ,
wher e
and
wh y?
28
CHAP TER
3:
Spendin g
in
a
pandemic
30 CHAP TER
4:
S ocia l
c ommer c e ’ s
r ol e
in
Black
F rida y
31 CHAP TER
5:
N e xt
y ear
32 CHAP TER
6:
Christmas
In
2020
34
SE C TION
3:
CHINA
35 CHINA
HE ADLINE S
36 CHAP TER
1:
Sin g l es ’
Da y
period
in
num ber s
37 CHAP TER
2:
What ,
wher e
and
wh y?
40
CHAP TER
3:
Spendin g
in
a
pandemic
43 CHAP TER
4:
S ocia l
c ommer c e ’ s
r ol e
in
Sin g l es ’
Da y
44 CHAP TER
5:
N e xt
y ear
45 CHAP TER
6:
Chinese
N e w
Y ear
In
202 1
46
C ONCL USION
-
NEXT
S TEPS
47
C OMP ARISON
T ABLE
48
AB OUT
WUNDERMAN
THOMPSON
PE AK
SELLING
AND
THE
P ANDEMIC
WUNDERMAN
THOMPSON
2
INTRODUC TION
Black
F rida y
and
Sing les ’
Da y
hav e
incr easing ly
bec ome
t he
sales
e v ent s
o f
t he
y ear , enc our aging
millions
o f
us
t o
par t
wit h
e v en
mor e
o f
our
mone y
as
w e
-
deal-hung r y shopper s
-
buy
pr esent s
f or
lo v ed
ones
and
gif t s
f or
our selv es .
But
just
ho w
much
ar e
w e
spendin g?
Wher e
ar e
w e
spendin g
it?
Who
ar e
w e
spendin g
it
wit h?
Wh y
ar e
w e
spendin g
it? And
ho w
is
our
spendin g
chan gin g?
Mor e
impor t ant ly ,
what
ar e
t he
l essons
f or
br ands
and
r e t ail er s
t o
g e t
t hin gs
rig ht f or
t he
202 1
pea k
seasons?
These
ar e
t he
questions
t hat
w e
soug ht
t o
ans w er
as
w e
poll ed
c onsumer s
f r om
acr oss
t he
UK ,
US
and
China
a bout t heir
shoppin g
ha bit s
and
pr e f er enc es
durin g
t he
pea k
period
o f
2020 .
T o
giv e
t he
cl ear est
and
most
useful
insig ht s ,
w e ha v e
split
t his
r epor t
int o
3
dif f er ent
sec tions ,
f ocussin g
on
t he
c onsumer s
f r om
each
dif f er ent
c ountr y .
The
l earnin gs
t hat
w e
g o t
no t
only
serv e
as
int er estin g
insig ht s ,
but
a lso
as
indicat or s
o f
what
r e t ail er s ,
br ands
and marke tplac es
must
c onsider
as
w e
head
t o w ar ds
pea k
202 1 .
A s
t hey
sa y ,
“ f or e w arned
is
f or earmed” ,
and
wit h
man y r e t ail er s
r elyin g
on
t he
Quar t er
4
pea k
f or
sur viv a l,
plannin g
should
a lr eady
be
c ommencin g
f or
a
pr osper ous
202 1
pea k .
Hug h
Fle t cher
Globa l
Mark e tin g
Dir ec t or
and Thoug ht
Leader ship
L ead
Me t hodolog y :
R esear ch
w as
c ommissioned
b y
W underman
Thompson
Commer c e
and
c onduc t ed
b y
Census wide ,
wit h
6 , 0 7 9
online c onsumer s
par ticipatin g ,
wit h
2 , 022
UK
r espondent s ,
2 , 017
US
r espondent s
and
2 , 040
China
r espondent s .
T o
qua lif y , c onsumer s
had
t o
ha v e
shopped
online
wit hin
t he
last
mont h.
The
r esear ch
w as
in
f ield
be t w een
t he
13t h
t o
20t h
Januar y
202 1 .
Census wide
a bide
b y
and
emplo y
mem ber s
o f
t he
Mark e t
R esear ch
S ocie t y
which
is
based
on
t he
E SOMAR
principl es .
PE AK
SELLING
AND
THE
P ANDEMIC
WUNDERMAN
THOMPSON
3
the
rise,
with
mor e c onsumer s
w anting
to spend
through
these
channels .
F estiv e
c elebrations
ha ve
been
r uined
b y
th e CO VID - 19
pandemic .
S ocial
c ommerce
i s
on
wa s
high
across
the major
retail
peaks.
Consumers
across
the c ountries
are
motivated to
bu y
online
b y
th e
same t hings
-
conv enience
and a
belie f
t hat
th e
deals
ar e
best
online .
c onsumer s
w ant
t o
treat t hemselv es .
Although
2020
inv olv ed dealing
with
a
global
vir u s
outbreak ,
spending
S elf - gifting
is
a
vital
par t
of
spending
during the
peaks
–
all
Globa l
vie w
When
it
c omes
to
the
diGer ent
c ountrie s
sur veyed
in
this
repor t
–
th e
UK ,
US
and
China
–
it
can b e
eas y
to
focus
on
the
diGer ences
between
c onsumers
in
each
of
these
diGer ent
nations .
H oweve r,
whil e
som e
o f
the
percent ag es
may
b e
diGerent ,
as
well
a s
som e
o f
th e
key
e Commerce
players,
across
this
r epor t
you
will
notice
a
number
o f
trends
that
ar e
applica bl e across
a ll
of
the
r egions .
P erhaps
w e’ re
not
a s
diGerent
as
w e
sometimes
lik e
to
thin k…
202 1
will
se e
e v en
mor e spend
online
for
both
Black
F riday
and
Singles ’ Da y.
All
c onsumers,
irrespectiv e
o f
where they
ar e
fr om ,
d o
not
belie ve
t hat
they
bene fi t most
f r om
these
peaks.
Scepticism
over
the v alidit y
and
authenticity o f
deal s
e xist
across
the
nations .
Ther e
r emain
technical challeng es
fo r
online
retailers.
Consumers, irrespectiv e
o f
where
they
ar e
fr om ,
show
no s ympathy
fo r
sit e
outag e s
o r
instabilities .
The
lar ge
marketplaces dominate
–
showing
that r ang e ,
ease ,
speed
and
conv enience
ar e
g lobal motivators.
P P E E A A K K
S S E E L LL L I I N N G G
A A N ND D
T T H H E E
P P A A N ND D E E M I I C C
W U U N N D D EE RR M A A N N
T T H H O O M PP SS O O N N
4
SE C TION
1:
UK
PE AK
SELLING
AND
THE
P ANDEMIC
WUNDERMAN
THOMPSON
5
UK
Headlines
PE AK
SELLING
AND
THE
P ANDEMIC
6
2020
Black
F rida y
spending
w as
u p
on
2019
£86. 06
-
th e
aver ag e
spent
durin g
the
Black
F riday
period
b y
UK
c onsumer s (+£ 7. 22
vs
2019)
It
w as
an
onlin e
e v ent!
7 2%
of
Black
F rida y
shoppin g
in
th e
UK
wa s
o n line
( 7 0%
in
2019)
202 1
Black
F riday
will
be
bigg er
and
even
mor e
online
7 0%
of
UK
Black
F rida y
shoppers
intend
t o
spend
mor e
o n line
ne xt
y ear
Retailers
ar e
viewed
as
the
main
bene fi ciaries
of
Black
Frida y
On ly
11%
believe
that
Black
Friday
bene fi ts
consumer s
But
they
still
need
t o
d o
beter
53%
o f
shoppers
believe
that
r etail er s
should
be
beter
prepared
for
pea k
periods
There
is
a
lac k
o f
c on fi dence
in
th e
deal s
on
oGer
49%
o f
shoppers
believe
that
Black
Friday
deals
ar e
misl eadin g
Amazon
dominated
the
Black
F riday
period
35 %
of
UK
Black
F rida y
spendin g
wa s
on
Amazo n
7 1%
of
UK
Black
F rida y
shoppers
bought
from
Amazon
durin g
the
Black
F riday
period
The
rol e
o f
social
media
and
social
c ommerce
is
g ro wing
9%
of
Black
F rida y
spendin g
wa s
don e
via
socia l
c ommerce
32%
of
UK
Black
F rida y
shoppers
ar e
al r ead y
c omfor ta bl e
buyin g
via
socia l
media channels
Christmas
2020
w as
r uined
b y
CO VID -1 9,
but
s aved
b y
online
5 7%
o f
c onsumer s
said
that
C O VID
had
ruined
thei r
Christmas
61%
o f
c onsumer s
said
that
their
festive
cel ebrations
would
have
been
impossible without
o n lin e
shoppin g
68%
of
Christma s
shoppin g
wa s
o n line
in
2020
CHAP TER
1:
BL A CK FRID A Y
PERIOD
IN NUMBER S
1.
Spending
during
t he
Black
F rida y period
incr eased
in
2020
In
a
y ear
o f
immense
disr up tion
and
chan g e ,
2020 ’ s
pea k w as
no t
only
some t hin g
ne w ,
but
elon g at ed
t oo .
A s
a r esult ,
whil e
Black
F rida y
indicat es
one
da y
o f
spendin g , t he
r ea lit y
is
t hat
t his
Black
F rida y
period
last ed
a mont h
(f r om
2nd
No v em ber
t o
3r d
D ec em ber).
Wit h
t his in
mind,
w e
w ant ed
t o
in v estig at e
spendin g
no t
just
on Black
F rida y
it self ,
but
acr oss
t his
e xtended
time f r ame .
L e t ’ s
st ar t
b y
f indin g
out
ho w
much
c onsumer s
spent durin g
t he
Black
F rida y
period.
But
be f or e
w e
do
t hat ,
ho w
man y
c onsumer s
ac tua lly pur chased
durin g
t he
Black
F rida y
period?
The
ans w er w as
56%.
And
o f
t hose
c onsumer s
who
spent
durin g
Black
F rida y period,
t he
a v er a g e
out la y
w as
£86 . 06 ,
which
r epr esent s an
11%
incr ease
on
our
2019
r esult
o f
£ 7 8 . 84 .
This
is
a some what
surprisin g
r esult
giv en
t he
g loba l
pandemic and
it s
e ff ec t
on
f inanc es ,
but
it
c ould
a lso
sugg est
dea l-hun g r y
c onsumer s
lookin g
f or
bar g ains .
£86 . 06
t he
a ver ag e
spent
during
t he
Black
F rida y
period
b y UK
c onsumer s
( +£ 7 . 22 )
When
it
came
t o
t he
sho w case
da y s
(Black
F rida y
and C yber
Monda y ),
£32 . 77
w as
spent
on
Black
F rida y
it self , and
£20 . 16
on
C yber
Monda y .
Ho w e v er ,
as
w e
kno w ,
t his
Black
F rida y
period
and
t he shoppin g
e v ent s
be f or e
and
af t er
it
–
which
w e
t ermed t he
“ Q4
10
w eek
meg a-pea k”
–
w er e
dif f er ent
in
2020 and
included
o t her
pea k s
lik e
Ama z on
P rime
Da y
in O c t ober ,
and
“ Wild
W ednesda y ”
(t he
2nd
D ec em ber
r ush f or
sa l es
as
D eben hams
w ent
int o
administr ation).
S o , what
did
c onsumer s
spend
on
t hese
o t her
pea k s?
On
Ama z on
P rime
Da y ,
which
w as
mo v ed
f r om
July
t o O c t ober ,
UK
c onsumer s
who
par t ook
spent
on
a v er a g e
£ 48 . 05 ,
whil e
Wild
W ednesda y
spend
w as
£2 1 . 58 .
£ 48 . 05
t he
a ver ag e
spent
on
P rime
Da y
PE AK
SELLING
AND
THE
P ANDEMIC
WUNDERMAN
THOMPSON
7
The
t op
r easons
wh y
UK Black...
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