Placed and RetailMeNot Release First Annual “State of Holiday Shopping” Study

‘Tis the season for holiday spending forecasts, quick tips on how to save, endless recommendations on where to buy and when to shop. But as a new study from Placed and RetailMeNot finds, one word binds marketers, advertisers, and shoppers together in 2015: omnichannel. This first annual study surveyed over 10,000 respondents from Placed’s audience, taking a deep dive into the 2015 holiday shopping landscape. The insights inform retailers everywhere on how they can win consumer bucks, a challenge that becomes progressively more gigantic each year.

 

Fortunately for retailers though, the abundance of predictions for 2015 holiday spending are positive. With US consumers set to pay the cheapest prices for gas since 2008, according to the AAA, estimates for shopper spending is optimistically rising. “State of Holiday Shopping” found that nearly 82% of consumers plan to maintain or increase their holiday shopping budgets this year over 2014, setting the retail landscape to be one strong in numbers.

 

In fact, the study quantified just how optimistic retailers should be:

  • $492.72. The average amount consumers plan to spend on gifts.
  • 28%. The amount of shoppers who are planning to increase their holiday spending over 2014.
  • $159.13. The average increase in spend per shopper who is planning to spend more.

When asked how they envision how this holiday shopping spend to break out in terms of offline versus online in comparison to last year, consumers affirm the omnichannel holiday shift:

  • 25% of shoppers plan on doing more online shopping
  • 11% plan to do more in-store shopping this year over last year
  • 19% of shoppers plan to do more of both

In 2015, this omnichannel shopper shifts from minority to majority with 55% of consumers planning to holiday shop equally online and offline. In years past, marketers have watched as digital accelerated retail down the omnichannel path; now, this holiday season will pave 2015 as the year of the omnichannel shopper.

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Download the White Paper for more key insights into the 2015 holiday shopper at www.placed.com/resources/white-papers/state-of-holiday-shopping-2015.

Black Friday Weekend: TV Ad Spend and Store Visits

This post is adapted from analysis written by Jon Swallen, Chief Research Officer, Kantar Media Ad Intelligence. Access the full analysis.

 

Advertising is a critical component of retailers’ strategies for drawing customers during the competitive holiday shopping season. As a result, retailers spent millions on advertising in the run-up to this year’s Black Friday sales events, hoping to get shoppers to visit them first on the big holiday weekend.

 

Who were the winners and losers in this slugfest? Which major retailers got a strong return for their advertising investment in the form of customer traffic and which ones lagged the pack?

 

Kantar Media Ad Intelligence and Placed Inc. have collaborated on an innovative analysis that merged their respective data on advertising expenditures and in-store visitor counts to provide an insightful metric – the “Cost Per Visitor Share” – for evaluating and comparing the results achieved by the top national retail chains over the entire four-day Thanksgiving weekend. This metric provides a new view into how well offline advertising helps drive in-store customer traffic.

 

Access the complete results to learn which retailers saw the most in-store traffic return on their TV ad investment during Black Friday weekend.

 

 

Cost Per Visitor Share on Black Friday Weekend

Black Friday Top Brick-and-Mortar Retailers: 2013 Winners

Black Friday, the biggest offline shopping day of the year, saw millions of shoppers hunt for deals at retailers across the U.S.

 

To better understand which retailers were most successful at driving people into stores on Black Friday, we analyzed offline shopping behaviors from our Placed Insights service, which measures more than 125,000 U.S. smartphone panelists who have opted-in to share their location.

 

The study revealed this year’s Black Friday winners:

 

  • Walmart was by far the top shopping destination this Black Friday, beating out its nearest competitor, Target, with more than twice the share of total shoppers.
  • Best Buy, which we reported secured a top spot in its Thanksgiving debut, remained a top destination for Black Friday shoppers ranking as the #3 most-visited retailer.
  • Retailers that chose to remain closed on Thanksgiving, including The Home Depot, Lowe’s, Sam’s Club, and Costco, lost no time in driving people into stores on Black Friday. All four retailers secured spots within the Black Friday Top 10.
  • Macy’s was the winner among department stores, ranking as the top gainer in week-over-week traffic share followed by J.C. Penney, Kohl’s, and Sears.
  • Big box and department stores weren’t the only ones that saw solid gains on Black Friday. Apparel and specialty retailers Old Navy and Victoria’s Secret, secured 2 of the top 3 spots in the top-gainers ranking.
  • American Eagle, which won last Black Friday, once again displayed a strong showing in store traffic on the busiest shopping day of the year.

Black Friday Top Retailers

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Thanksgiving Top Brick-and-Mortar Retailers: 2013 Winners

Update: Access the just released Black Friday data here.

 

This year saw Thanksgiving solidify its position as the new Black Friday, kicking off the holiday shopping season with a record number of retailers opening their doors to deal-hungry consumers.

 

To understand which retailers saw the most brick-and-mortar shopper traffic, we analyzed the offline shopping behaviors of consumers sourced from our Placed Insights service, which measures more than 125,000 U.S. smartphone panelists who have opted-in to share their location.

 

The study found some interesting and rather surprising results:

 

  • Retailers that opened early fared well on Thanksgiving. Kmart, which opened at 6am for 41 hours straight, was the #2 most-visited retailer by store traffic and ranked as the top-gainer in week-over-week traffic share.
  • Budget-friendly retailers saw deal driven shoppers hit stores in droves including Dollar General, Family Dollar, and Big Lots – which lured budget-conscious shoppers with early store hours and steep discounts.
  • Best Buy, which opened for the first time on Thanksgiving, proved this strategy worked for the electronics retailer ranking as the #4 most-visited destination on Thanksgiving.
  • Unsurprisingly, retailer heavy-weight Walmart was the most-visited retailer on Thanksgiving and secured the #3 spot among the top-gainers.

Thanksgiving Top Retailers

 

Placed will also release insights on Black Friday’s retail winners on Saturday. To receive an email update when the data is released, please add your email below:

If you’re interested in learning more about Placed services for your business, contact us at sales@placed.com

 

7 Ways Back-to-School Shoppers Are Using Smartphones

In an increasingly mobile economy, retailers are tasked with learning how to engage with smartphone shoppers in effective ways, whether it’s in stores, at home or on the go. As a result, retailers need to understand how shoppers use mobile devices to interact with their brands, especially during the year’s second biggest shopping season — Back-to-School.

 

In our recent report, Back-To-School Shopping Trends, we uncovered 7 ways that back-to-school shoppers are turning to their smartphones to engage with retailers throughout the shopping experience.

 

Back-to-School Smartphone Usage

#1 Get Coupons and Discounts

Almost half of parents will use their smartphone to find deals, discounts and coupons for the back-to-school season, ranking as the most popular smartphone behavior. This begs the question – how available are you making your deals to mobile users?  The popularity of this activity suggests a great way to drive customers through your aisles, offering a cost-effective option to complement or even replace print advertisement deals.

 

#2 Compare Prices While In-Store

The use that haunts every brick-and-mortar retailer—nearly 2 in 5  parents will use their smartphones to compare prices while in a physical retail store to those online during this year’s back-to-school season. We took a deep view into showrooming earlier this year to find out which retailers should be on high alert.

 

#3 Access a Retailer’s Website or App

Connecting with a retailers’ website or app ranked third and highlights the near necessity of an easy to navigate mobile site or app for today’s retailers.

 

#4 Find a Store Location

How easy is it for your shoppers to find out your location and hours? Our panelists ranked it as the 4th most popular way to use their phone, especially while on the go.

 

#5 Make/Reference a Shopping List

Taking the shopping list digital, 31% of parents planned to use their phones to make and refer to shopping lists. Retailers such as Target are building shopping lists into their apps to further engage with consumers in the purchase planning phase.

 

#6 Get Product Information

Nearly 1 in 4 parents will use their mobile phone to look up product information, highlighting the need for retailers to make information such as price, availability and item specifics easily accessible for information-seeking consumers.

 

#7 Make a Purchase

1 in 5 parents plan to use their smartphone to make a purchase during the back-to-school season, underscoring the importance of having not only a mobile-optimized shopping experience, but a mobile-optimized buying experience as well.

 

Want more back-to-school shopping insights? Download our latest report to find out the trends shaping this back-to-school shopping season.