Criteo-2017年假日购物季快递报告（英文）-2018.1-15页.pdfVIP

Holiday Wrap-up US Global Commerce Insights for Brands and Retailers 1 November – 31 December 2017 Key Findings Black Friday and Cyber Monday broke all sales records, but the bigger story of Holiday 2017 is of a retail sector revitalized by shoppers able to buy what they need and love whenever and wherever they want. Retailers have learned to make better use of their retail footprints – and embraced the mantra that smaller can be better. The US may have lost retail square footage in 2017, but existing stores got sharper in merchandise mix, and more aesthetic and experiential in the display of goods. They also employed knowledgeable, empowered salespeople. Retailers also offered enhanced customer services to both before and after a purchase to drive shopper loyalty. Some stores became more like showrooms with limited stocks of goods that were fulfilled through special pick-up points or shipped for convenience. Criteo works with 17,000 brands and retailers globally to drive profits and sales. The shopper data we have access to reveals important trends emerging in how people shopped and what they bought in Holiday 2017. Our analysis of retail search and shopper conversion data reveals the following: Due to ecommerce, holiday retail has expanded beyond traditional timeframes. Shoppers are researching purchases in October but waiting to purchase in November as deals are triggered. They tend to buy big ticket items through Cyber Week but then shift to smaller gifts and lots of decorations. The week between Christmas and New Years is Cyber Week II. After Christmas and before New Years, there is a dramatic increase in the number of shoppers going back in market, partly due to gift cards. The dynamic of greater increased purchasing power that we see in November – December 23 flips: shoppers once again show the growth rates seen in October.