《Salsify：2023年假日購物趨勢預測報告（英文版）（14頁）.pdf》由會員分享，可在線閱讀，更多相關《Salsify：2023年假日購物趨勢預測報告（英文版）（14頁）.pdf（14頁珍藏版）》請在三個皮匠報告上搜索。

1、ReportHow Brands and Retailers Can Meet and Exceed New Consumer Expectations This Holiday Season2023 HOLIDAY SHOPPING TREND PREDICTIONS2During the first year of the pandemic as retail stores shut their doors and consumers turned to online shopping global ecommerce retail numbers skyrocketed.Ecommerc

2、e retail sales grew by the following year-over-year(YoY),according to McKinsey&Company:START PREPPING FOR THE HOLIDAYS2023 HOLIDAY SHOPPING TREND PREDICTIONS4.5x3.3x2.3x2xBut in 2021 and 2022,global consumers took more complex,nonlinear shopping journeys,using multiple digital touch points before ma

3、king purchases,according to Salsify consumer research.For the past two years,the ecommerce and retail sectors have been grappling with another curveball that heavily impacts consumer shopping patterns:inflation.The International Monetary Fund is forecasting a global economic growth rate of 2.7%and a

4、 6.5%inflation rate for 2023.As a result,global consumers are predicted to tighten their spending this holiday season,research products more heavily across the digital shelf,and give their loyalty to ecommerce retailers with the best discounts and highest-quality products.Despite inflation and more

5、careful spending,43%of global consumers still plan to increase shopping online in the upcoming months,according to the global consumer survey from PwC.As brands and retailers move into the summer,now is the time to start planning for holiday promotions and sales.The following report offers insights

6、on current consumer and commerce trends,as well as tips for brands and retailers as they prepare for the 2023 holiday shopping season.304How Global Shopping Patterns Have Changed10Shopping Trends on the Decline in 202312Tips for Preparing for the Upcoming Holiday Shopping Season14Build a Winning Hol

7、iday StrategyWHATS INSIDE?07Shopping Trends on the Rise in 20234According to a global food and drink trend report from market research company Mintel,high energy costs significantly impacted consumers in 2022.As such,global consumers are motivated to buy products that use less energy to store or mak

8、e,and brands can respond to this trend by including instructions on making meals with energy-saving devices like microwaves and air fryers.Additionally,consumers are becoming more interested in food and beverage products that claim to nourish the mind and body.Expect to see increased consumer intere

9、st in products with brain-boosting ingredients like nootropics,caffeine,plants,and legumes.HOW GLOBAL SHOPPING PATTERNS HAVE CHANGED:1.AlcoholThe U.S.and Europe have seen increased alcohol purchases since the pandemic,with an 8.8%expected annual growth rate in the U.S.and a 9.81%expected annual grow

10、th rate in Europe through 2025,according to research from advertising agency Snipp.While the pandemic is slowing down,at-home cocktail-making certainly isnt.Consumers are showing an increased demand for ready-to-drink(RTD)alcoholic beverages,as evidenced by the 42.3%growth in the RTD category in the

11、 U.S.alone,according to Snipp.Consumers in the U.S.are spending more on premium alcohol as well.Snipp reports that almost 82%of the U.S.spirits industrys total revenue increase was from high-end spirits brands.European consumers,on the other hand,are shopping for value and waiting for their favorite

12、 brands to discount products before buying.While overall ecommerce and retail sales continue to rise albeit at slower rates than in previous years not every shopping vertical is seeing equal growth,and some verticals have been hit harder by inflation than others.Heres a closer look at this years top

13、 trends for some of the most popular holiday shopping verticals.2.Food and Beverage3.ElectronicsDue to the recession,the electronics industry is seeing a decline in sales.8.8%9.81%4.4%Expected annual growth rate for alcohol in the U.S.through 2025.Expected annual growth rate for alcohol in Europe th

14、rough 2025.Source:Snipp$485In the U.S.tech retail sector,this years$485 billion in total revenue marks a 2.4%decline from last year,according to Barrons.Gartner predicts worldwide shipments of devices will decline 4.4%in 2023 to a total of 1.7 billion units.Supply chain issues are resolving in China

15、,however,which will be a boon to the global electronics market.BILLION2023 HOLIDAY SHOPPING TREND PREDICTIONS5Fashion and ApparelThe Business of Fashion and McKinsey&Company“The State of Fashion 2023:Resilience in the Face of Uncertainty”report reveals that 85%of fashion executives anticipate that i

16、nflation will challenge the global fashion industry,while 58%believe geopolitical tensions,particularly the ongoing war in Ukraine,will weaken it.McKinsey&Company forecasts a 5%to 10%growth in global luxury fashion sales and a 2%to 3%decline for the rest of the industry in 2023.Regional differences

17、will be pronounced,as well,with the U.S.economy remaining more robust than other major global economies,such as China and Europe.The report also highlights the fluid fashion trend,which involves blurring the lines between menswear and womenswear.Brands and retailers that rethink their product design

18、,marketing strategies,and in-store and digital shopping experiences to cater to this shift in consumer preference will win this year.Home GoodsFurniturePersonal Care and BeautyDespite a slight decline during the pandemic,home goods,decor,and appliance sales are on the rise.Data from Statista shows t

19、hat,despite inflation,sales in the global furniture ecommerce industry are still on the rise.By 2030,the worldwide furniture ecommerce market is projected to reach$41 billion.While sales are growing,ecommerce leaders and retailers are innovating to reach a more tech-savvy consumer market.Many are mo

20、ving beyond 2D ecommerce,for example,to optimize furniture product pages with 3D visuals and augmented reality(AR).When it comes to beauty and personal care,consumers want not only excellent results but also scientifically effective product ingredients.According to market research company Mintel,53%

21、of U.S.beauty product users research ingredients to better understand the effectiveness of products.Consumers also want customized solutions.Thirty-four percent of U.K.skincare users said they would be interested in using formulas personalized to their unique needs,according to Mintels report.Expect

22、 more beauty ecommerce businesses and retailers to optimize content with personalization in mind.85%53%of fashion executives anticipate that inflation will challenge the global fashion industryof U.S.beauty product users research ingredients to better understand the effectiveness of productsSource:M

23、cKinsey&CompanySource:Mintel$128.7BILLIONData from Statista shows that global revenue for the home goods segment will reach$128.7 billion in 2023,and its expected to grow annually by 5.33%through 2027.2023 HOLIDAY SHOPPING TREND PREDICTIONS6Sports and OutdoorHome ImprovementSporting goods companies

24、have been some of the largest victims of global economic turmoil.Theres been a 40%net decline in consumers intent to purchase sporting goods items,according to global sporting goods report from The World Federation of Sporting Goods Industry(WFSGI)and McKinsey&Company.Despite consumers getting out o

25、f the house more in recent months,theyre still spending on home improvement and remodeling projects.The global home improvement services market report from The Business Research Company found that the global home improvement vertical is projected to grow from$324.8 billion in 2022 to$343.8 billion i

26、n 2023,at a compound annual growth rate of more than 5%.The same report predicts that spending will only increase over the next five years,as the market is expected to grow to$423.9 billion in 2027.Toy and BabyAfter meeting with hundreds of global toy companies,researchers from The Toy Association f

27、ound that 79%of parents view play as an important form of self-care and 77%of parents used toys during the pandemic to help children learn.Yet,while parents are still prioritizing play,the toy and baby verticals have also been impacted by inflation.The Salsify“2023 Consumer Research”report found tha

28、t 71%of global consumers are buying store-brand toys and games in an effort to save money.Parents may be opting for cheaper toy and baby products,but new data from market research company NDP Group also shows an increase in purchases from“kidults”teenage and adult consumers who enjoy toys and games

29、providing toymakers with a new demographic for growth and product innovation.50%To quantify this further,more than 50%of consumers said they will buy fewer sports items,and 20%will trade down to less-expensive brands.E-bikes,however,are the one sporting item thats seeing an increase in sales.GLOBAL

30、HOME IMPROVEMENT SPENDING2022$324.8 B$343.8 B$423.9 B2023202779%77%71%of parents view play as an important form of self-careof parents used toys during the pandemic to help children learnof global consumers are buying store-brand toys and games in an effort to save moneySource:The Business Research

31、CompanySource:The Toy AssociationSource:The Toy AssociationSource:Salsify“2023 Consumer Research Report”2023 HOLIDAY SHOPPING TREND PREDICTIONSSource:McKinsey&Company.790%71%17%SHOPPING TRENDS ON THE RISE IN 2023The 6.5%global inflation rate is driving nearly every aspect of consumer shopping trends

32、 this holiday season.In fact,96%of consumers say that rising costs influence how they shop,according to Salsifys post-pandemic report.Heres a look at some of the most essential shopping trends that brands and retailers should consider while preparing for the upcoming holiday season.Consumers Are Con

33、cerned About SpendingThe global consumer insights Pulse survey from professional services network PwC found that at least 50%of consumers are“extremely”or“very concerned”about their financial situation.The same report also found that rising prices are shifting consumer behavior in store and online.O

34、verall,it also found that consumers are spending less on luxury,travel,and fashion products.The good news is that,while consumers are holding back,they are still spending just more carefully.69%73%51%of global consumers are holding back on nonessential spendingof global consumers are looking for dis

35、counts or free deliveryglobal consumers are adopting cost-saving behaviorsof global consumers are buying less or delaying large purchasesof global consumers are researching more and prioritizing product qualityof global consumers are buying store-brand productsTHE 2023 CONSUMER RESEARCH REPORT FROM

36、SALSIFY FOUND THAT:2023 HOLIDAY SHOPPING TREND PREDICTIONS8Ecommerce store owners and retailers must keep rising costs in mind when advertising products,creating new promotions,and optimizing across the digital shelf.Create worthwhile product promotions when advertising products.Consider a“free ship

37、ping”promotion this holiday season.Find ways to speed up shipping at affordable rates.Place user-generated content(UGC)on all product description pages.Make it easy for shoppers to find robust product information on your retail site.Optimize your product pages to highlight product quality.Invest in

38、one-click checkout across all platforms.Consider adding“recommended”supplemental products on product description pages.TIPS FOR BRANDSTIPS FOR BRANDSConsumers Want More Convenient Shopping OptionsBrands and retailers saw a boom in online shopping during the pandemic and the popularity of this method

39、 hasnt slowed down.The 2023 Salsify consumer report found that 68%of global consumers shop online more now than they did pre-pandemic.One reason online shopping has maintained speed is that it offers shoppers convenient ways to buy.According to Salsify,85%of global consumers say delivery speed and f

40、lexibility play an essential role in where they choose to shop online.TIPS FOR RETAILERSTIPS FOR RETAILERSAs online stores and retailers plan for the upcoming holiday season,they should meet consumer demands for convenience by prioritizing shipping speed,including additional product options,optimizi

41、ng the checkout experience,and providing easy access to reviews.68%of global consumers shop online more now than they did pre-pandemic85%of global consumers say delivery speed and flexibility play an essential role in where they choose to shop online2023 HOLIDAY SHOPPING TREND PREDICTIONSSource:Sals

42、ify“2023 Consumer Research Report”9There have been incredible advancements in technology this year,including social media shopping innovations,artificial intelligence(AI),virtual reality(VR),and augmented reality(AR).Consumers are using new technologies to virtually try on clothes,visualize furnitur

43、e in their homes,and even shop with interactive assistance.Whats more,todays consumers are shopping across several digital touch points,platforms,and devices.At a time when consumers have immediate access to tech that enhances their shopping experiences across channels and in brick-and-mortar locati

44、ons,its more critical than ever to optimize products across the digital shopping shelf.Consumers Want Omnichannel Shopping and Phygital Retail Experiences35%25%38%42%of global consumers looked up a product online while in the storeof global consumers picked up an item from the store that they ordere

45、d onlineof global consumers bought directly through social mediaof global consumers used AR or VR to shopTHE 2023 CONSUMER RESEARCH REPORT FROM SALSIFY FOUND THAT:Integrate complementary online experiences into in-store holiday shopping displays(e.g.,QR codes that lead to promotions).Optimize the so

46、cial media checkout process to enable customers to buy products directly from TikTok,Facebook,or Instagram.Consider adding VR or AR to your online experience to give shoppers hands-on experiences with products before buying.Make it easy for consumers to order online and pick up products in your stor

47、e.TIPS FOR BRANDSTIPS FOR RETAILERS2023 HOLIDAY SHOPPING TREND PREDICTIONS10SHOPPING TRENDS ON THE DECLINE IN 2023Many popular shopping trends from the past few years are declining as stores open up and consumer preferences shift.Here are a few to consider while preparing for the upcoming shopping s

48、eason.As inflation continues to rise,consumers are becoming less interested in purchasing luxury products and brand names and are instead focusing on affordability and value.The 2023 Salsify consumer report found that consumers associate savings with store-brand products or even private labels.Accor

49、ding to the report,63%of global consumers choose private labels over brands for lower prices.As a result,store-brand names are making a significant comeback in 2023.This shift in consumer behavior is driving private labels to invest in their own growth and retailers to invest more in store-brand off

50、erings,especially in the grocery and cleaning supply categories.Consumers Arent as Concerned With Brand NamesConsumers Arent Buying as Quickly Draw attention to the value that consumers are getting for the money they spend with your brand.Highlight the quality of your brand over unbranded products.S

51、tart selling unbranded products.Create special discounted promotions for your branded products.TIPS FOR BRANDSTIPS FOR RETAILERS Conduct consumer research to identify what information customers are researching this holiday season.Optimize product pages across the digital shelf to include the most es

52、sential information that consumers want to know.Highlight the quality of the brands and products you sell on every product description page.Retarget customers who are spending significant time researching products on your site.TIPS FOR BRANDSTIPS FOR RETAILERSConsumers are increasingly concerned abo

53、ut their finances,so its likely no surprise that theyre also showing more discretion with their spending.Fifty-one percent of global consumers say theyre researching products more before making purchases,according to Salsify research,which is slowing down their purchasing process.Global consumers ar

54、e actively looking for discounts,free delivery,and discounted goods from private labels,but low price isnt the only factor driving their brand and retail research.Theyre also concerned with product quality.The 2023 Salsify consumer report found that consumers in the U.S.,U.K.,France,and Germany woul

55、d buy a high-priced option online if the reviews were better and they trusted the brand.The survey also found that consumers would often prioritize product quality and brand trust over discounts and free shipping.2023 HOLIDAY SHOPPING TREND PREDICTIONS11Optimizing the online shopping experience for

56、convenience and cohesion is essential for capturing new customers and maintaining recurring purchasers.Without a cohesive message across the digital shelf,top-notch product pages,and an omnichannel presence,its challenging for brands and retailers to stand out.But this year,consumers are placing eve

57、n more value on product quality.SALSIFY FOUND THAT A SIGNIFICANT AMOUNT OF CONSUMERS ACROSS THE GLOBE SAY PRODUCT QUALITY IS THE NUMBER ONE ELEMENT THAT DRIVES THEIR BRAND LOYALTY,INCLUDING:The Online Shopping Experience Is No Longer the Main Loyalty-Driver Invest in UGC from other customers who can

58、 speak to the high quality of your products.Include a money-back guarantee if the product doesnt meet consumers quality standards.Distribute cohesive messages around product quality across all product pages and digital touch points.Include easy-to-access information that highlights your stores selec

59、tion of high-quality products and brands.TIPS FOR BRANDSTIPS FOR RETAILERSWhats more,consumers place product quality above the online shopping experience;discounts;the in-store shopping experience;product innovation and selection;ethical standards and values;and mobile apps or interactive tools.78%8

60、7%80%82%80%of consumers in the U.S.of consumers in Germanyof consumers in the U.K.of consumers in Franceof consumers in Australia2023 HOLIDAY SHOPPING TREND PREDICTIONS12TIPS FOR PREPARING FOR THE UPCOMING HOLIDAY SHOPPING SEASONAs you start planning for the holiday shopping season,your goal should

61、be to meet and exceed customer expectations.Here are some strategies to consider.With consumers placing such a large emphasis on product quality,its essential for global brands and retailers to demonstrate how and why their products are the best this holiday season.Consumers arent just researching p

62、roducts before making a purchase.Theyre also researching the organizations themselves:Salsify found that 62%of global shoppers say they research a companys reputation for product quality before they buy from them.To improve the online shopping experience and communicate value,include information abo

63、ut product quality and highlight third-party reviews wherever possible on product pages.Communicate Product ValueConsider Every Digital Touch Point Add more UGC such as reviews,images,and videos about product quality to product pages.Make it easy for consumers to find information about your brand an

64、d products.Optimize content to highlight brand and product quality.Invest in better images,videos,and copy that show how well products work.TIPS FOR BRANDSTIPS FOR RETAILERS Start selling products across all in-person and digital channels.Create holiday campaigns across all channels that resonate wi

65、th your audience.Track users across platforms to learn where theyre researching,shopping,and making purchases.Consider employing retargeting ads to help drive customers back to your retail site and complete purchases.TIPS FOR BRANDSTIPS FOR RETAILERSTechnology is improving every day,increasingly inf

66、luencing how,when,and where consumers shop.In 2023,product discovery is happening everywhere social media,influencer marketing,shopping apps,brick-and-mortar stores,search engines,catalogs,brochures,and more.And as the holiday shopping season rolls around,that will only increase.Consumers are using

67、these platforms and touch points to both find and research products too.They might visit Amazon online,then head to a store to make a purchase while researching the product on their phone.To reach and retain these customers,its critical for brands and retailers to optimize their content across the d

68、igital shelf and in stores.2023 HOLIDAY SHOPPING TREND PREDICTIONS13Unless theres a holiday miracle,consumers will most likely continue to tighten their spending this season.But that doesnt mean that consumers will stop spending altogether.It simply means they will pay closer attention to where they

69、 spend their money and purchase higher-quality products.To win business this season,brands and retailers will need to make product content king.Providing accurate,robust,and compelling product information across all digital touch points can help consumers feel confident in making a purchase.This kin

70、d of content is essential today:55%of global consumers wont buy a product if the content is bad and 54%wont buy if the product reviews are bad,according to Salsify.Not only does excellent,accurate product content help consumers make purchasing decisions,but it also reduces the number of post-holiday

71、 returns.Salsify found that 54%of global consumers return products due to the wrong size or product dimensions,39%return because products didnt match the images,and 38%return products because they were damaged and in poor condition.Brands and retailers can avoid nearly all these issues by prioritizi

72、ng highly relevant and informative product content this upcoming holiday season.Invest in Product Content Enhance your content to make it hard for consumers to resist making a purchase.Fine-tune product information across all selling channels to provide a complete,cohesive,and excellent shopping exp

73、erience.Double-check that all your product pages include comprehensive and accurate product information to avoid post-holiday returns.Post strong customer product reviews on product description pages to incentivize purchases.TIPS FOR BRANDSTIPS FOR RETAILERS55%54%of global consumers wont buy a produ

74、ct if the content is bad of global consumers wont buy if the product reviews are bad2023 HOLIDAY SHOPPING TREND PREDICTIONSSalsify helps thousands of brand manufacturers,distributors,and retailers in more than 140 countries collaborate to win on the digital shelf.The Salsify Product Experience Manag

75、ement(PXM)platform enables organizations to centralize all of their product content,connect to the commerce ecosystem,and automate business processes to deliver the best possible product experiences across every selling destination.Learn how the worlds largest brands like Mars,LOreal,The Coca-Cola C

76、ompany,Bosch,and GSK,and retailers and distributors like DoorDash,E.Leclerc,Carrefour,Metro,and Intermarch use Salsify every day to drive efficiency,power growth,and lead the digital shelf.SALSIFYRequest DemoThe 2023 global shopping data and trends reports show that consumer behavior is still evolvi

77、ng rapidly,which will no doubt influence how consumers across the world shop this holiday season.Expect consumers to research products and brands in depth;spend less on nonessential items;look for discounts;buy more unbranded products;and spend their hard-earned money on high-quality products that w

78、ill last.To make the most of the upcoming season,businesses should start planning now.Brands and retailers that improve their digital presence by offering accurate,robust,and engaging product content that speaks to consumer trends are poised to win this holiday shopping season.BUILD A WINNING HOLIDAY STRATEGY2023 HOLIDAY SHOPPING TREND PREDICTIONS