益普索：2022年假日購物報告（英文版）（29頁）.pdf

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1、2 December,2022HOLIDAY SHOPPING 2022:MIXED FEELINGS AS CONSUMERS ARE ANXIOUS BUT EAGER TO CELEBRATE Holiday shopping 2022 2 HOLIDAY SHOPPING INITIATIVE 2022 WaveTo gather and confirm trends-quantitative survey Among 10,000 respondents national representative.800 each.Run in 12 markets Australia,Braz

2、il,Chile,France,Germany,Italy,Philippines,Romania,Singapore,Spain,USA,UK.5 min LOIField Nov 10thQUANTITATIVE SURVEY via FASTFACTSSOCIAL INTELLIGENCE via SYNTHESIOTo enrich the quantitative survey results with social context,insights from quotes/verbatims Dashboard in English-only run across USA,UK,a

3、nd Australia tracking online conversations on topics of interest.Topic modeling run on social content to identify and cluster issuesCoding tool used for the FastFacts open-ended questions,allowing to distinguish positive vs negative contentsCOMBINED SOLUTIONSFocus on Christmas/Thanksgiving,gifts,in-

4、store/online shopping,purchase factors,delivery delays/shortages,Black Friday,and analysis of open-ended survey responses using Synthesio Survey Module.As in 2021,focus on the shopping wishing lists,in-store/online shopping,stress,excitement but also focus on rising prices,holiday spirit,potential u

5、nsatisfaction related to presents.In 2021,it was run in 6 markets.New research conducted by Ipsos with Ipsos.digital and Synthesio AI-enabled consumer intelligence looks at this years holiday shopping trends,spending habits,and gift wish lists.This year,we widen our view to see mixed emotions when i

6、t comes to how consumers are feeling about the economy and what they hope to give and receive as gifts in different regions around the globe.DESPITE GLOBAL UNCERTAINTY,CONSUMERS LOOK TO GET IN THE HOLIDAY SPIRIT Holiday shopping 2022 4 As of Nov 10th,44%on average have started,are almost done or are

7、 already finished with their holiday shopping.Some explained that they started shopping earlier for fear that inflation could get worse.THE MOOD IN 2022 CAN BE SUMMED UP IN TWO WORDS:ANXIETY AND ANTICIPATION Holiday shopping 2022About Innovation SpacesUser Innovations&NSPsMarket Need MappingMarket T

8、rend LandscapeConclusion&Activation 5 On average,85%of surveyed respondents feel excited about holiday celebrations,and 34%say they are more excited than last year.MANY ARE EXCITED TO CELEBRATE AND FEELING THE HOLIDAY SPIRIT Holiday shopping 2022 6 Source:Survey open-ended analysis by Synthesio Topi

9、c Modeling BUT CONSUMER SENTIMENT AROUND THE HOLIDAYS IS STILL MIXEDWhen looking at open-ended survey responses with Synthesio Topic Modeling,top response clusters include“Joyful,”“Alright,”and also“Anxious.”Retailers are also feeling the anxiety this season as they offer earlier deals,struggle to f

10、ind workers,and adjust to“convergent commerce.”Q:How are you feeling today about end of year/Christmas celebrations?INFLATION IS IMPACTING SHOPPING BEHAVIORAND EVEN SOME TRADITIONS Holiday shopping 2022About Innovation SpacesUser Innovations&NSPsMarket Need MappingMarket Trend LandscapeConclusion&Ac

11、tivation 8 87%feel stressed about rising costs,and 55%even more stressed than last year.The consequence on holiday shopping and celebrations is apparent.47%believe that rising costs will significantly impact their holiday shopping,while 43%say the same for their celebrations.RISING COSTS ARE CAUSING

12、 STRESS AROUND THE GLOBE AND IMPACTING THE HOLIDAYS28%46%50%51%53%54%56%59%60%63%65%74%22%25%41%44%38%34%37%34%34%24%27%22%50%29%9%6%9%12%7%7%6%13%8%3%BrazilChileUSGermanyAustraliaSpainUKSingaporeFrancePhilippinesItalyRomaniaIncreaseRemain the sameDecreaseQ:Compared to last years end of year/Christm

13、as celebrations,do you expect your stress about price increases about to increase,decrease,or remain the same?Source:Ipsos.digital FastFacts qualitative survey launched on Nov 10th with national representative samples of 10,000 respondents across 12 markets Holiday shopping 2022About Innovation Spac

14、esUser Innovations&NSPsMarket Need MappingMarket Trend LandscapeConclusion&Activation 9 MANY SAY INFLATION IS CAUSING THEM TO CHANGE THEIR HOLIDAY SPENDING HABITSInflation during the holiday seasonCant afford Christmas presentsRising costs of Thanksgiving dinnerBlack Friday salesUK povertyChristmas

15、marketsTerrible economyFlights during holidaysTopic Modeling reveals top concerns Source:Synthesio,public English-only mentions related to holiday shopping gathered from posts in the US,UK,Australia,10/08/2022 11/05/2022but alsoanticipation and willingness to get out(Christmas markets,holiday flight

16、s)On social media,conversations about inflation related to holiday shopping increased by 35%in one month.Synthesio Topic Modeling reveals the top themes in online mentions(named by AI):“Inflation during the holiday season”“Rising costs of Thanksgiving dinner”“Cant afford Christmas presents”Holiday s

17、hopping 2022About Innovation SpacesUser Innovations&NSPsMarket Need MappingMarket Trend LandscapeConclusion&Activation 10 This year,people are forced to make budget cuts.The competition between stores and marketplaces will be quite high as people hunt for the“best prices”-will count on Black Friday

18、or similar promotional days to save money.56%will look for the best prices,deals,and coupons34%will spend less money on holiday decorationsSource:Ipsos.digital FastFacts quantitative survey launched on Nov 10thwith national representative samples of 10,000 respondents across 12 markets33%will shop o

19、n Black Friday or other promotional days31%will spend less money on holiday food and beverages30%will buy fewer presents per person“COMPROMISE”IS THE KEY WORD IN 2022 Holiday shopping 2022About Innovation SpacesUser Innovations&NSPsMarket Need MappingMarket Trend LandscapeConclusion&Activation 12 29

20、%on average say they will decrease their holiday shopping budget.This trend is strongest in most of the European countries where many planning to spend less time shopping.However,for countries with most enthusiasm,the promise of celebrating in person again may shoppers them to purchase more.IS SAVIN

21、G MONEY THE NEW HOLIDAY TRADITION?Source:Ipsos.digital FastFacts quantitative survey launched on Nov 10thwith national representative samples of 10,000 respondents across 12 markets(“Increase”responses shown)16%14%19%13%25%23%20%30%30%30%49%40%16%18%20%23%28%28%34%39%42%43%60%60%FranceGermanyUkItaly

22、AustraliaUSSpainRomaniaSingaporeChilePhilippinesBrazilQ:BUDGET AND EXCITEMENT ABOUT CELEBRATING Compared to last year,how do you expect the following to increase,decrease,or remain the same?Excitement about celebratingBudget for gifts Holiday shopping 2022 13 Social data confirms that“discounts”is a

23、 more important purchase factor in 2022 vs.2021,particularly in the Electronicsand Grocery,Food and Beverages categories.The figure shows the correlation intensity between social mentions related to retail categories and a sample of purchase factors.In 2021,it was all about“availability”given the co

24、ntext of global supply shortages and delivery delays.DISCOUNTS:THIS SEASONS MOST IMPORTANT PURCHASE FACTOR Correlation between retail category and purchase factory in online mentions Source:Synthesio,public English-only mentions related to holiday shopping gathered from posts in the US,UK,Australia,

25、10/08/2022 11/05/2022 Holiday shopping 2022 14 33%of survey respondents say they will shop onBlack Friday or related promotional days to savemoney.A Topic Modeling study of conversations about“holiday discounts”shows Black Friday still dominates the online dialogue,especially for Electronics and Gam

26、ing purchases.But are we seeing a shift?Online,there is an increasing number of negative mentions.Some question the supposed“deals”and others are annoyed by the hype.DEAL-RELATED DAYS LIKE“BLACK FRIDAY”CONTINUE BE IMPORTANT TO SHOPPERSSource:Synthesio,public English-only mentions related to holiday

27、shopping gathered from posts in the US,UK,Australia,10/08/2022 11/05/2022 Holiday shopping 2022 15 For many,the party must go on!Inflation will not impact their enthusiasm about celebrating.People will continue to celebrate and buy presents even if they have to make some compromises.Germany,the US,a

28、nd the UK lead the way in saying rising costs will have no impact on their celebrations.AROUND THE GLOBE,PEOPLE WILL CONTINUE TO CELEBRATE AND BUY PRESENTSSource:Ipsos.digital FastFacts quantitative survey launched on Nov 10thwith national representative samples of 10,000 respondents across 12 marke

29、ts;analysis by Synthesio Word Cloud Top keywords in open-ended responses to:“How do you feel today about this years end of year/Christmas celebrations?”MORE CONSUMERS ARE PLANNING TO INCREASE THEIR IN-STORE SHOPPING Holiday shopping 2022About Innovation SpacesUser Innovations&NSPsMarket Need Mapping

30、Market Trend LandscapeConclusion&Activation 17 SHOPPING IN-STORE APPEARS CORRELATED WITH THE HOLIDAY SHOPPING EXCITEMENTOverall,23%of shoppers are planning to increase their in-store holiday shopping.In countries where shoppers are more excited about celebrating,we observe a higher increase in in-st

31、ore shopping(and budget).Source:Ipsos.digital FastFacts quantitative survey launched on Nov 10thwith national representative samples of 10,000 respondents across 12 markets16%15%17%17%16%23%34%22%31%26%37%44%16%18%20%23%28%28%34%39%42%43%60%60%FranceGermanyUkItalyUSAustraliaSpainRomaniaSingaporeChil

32、eBrazilPhilippinesExcitement about celebratingIn-store shoppingQ:Compared to last years end of year/Christmas celebrations,do you expect the following to increase,decrease,or remain the same?Holiday shopping 2022About Innovation SpacesUser Innovations&NSPsMarket Need MappingMarket Trend LandscapeCon

33、clusion&Activation 18 In online conversations,many say they are looking forward to returning to in-store shopping experiences,yet sentiment is mixed(dreading crowds vs seeing decorations and music).CONSUMER SENTIMENT REMAINS MIXED ABOUT SHOPPING IN STORESSource:Synthesio,public English-only mentions

34、 related to holiday shopping gathered from posts in the US,UK,Australia,10/08/2022 11/05/2022 Holiday shopping 2022About Innovation SpacesUser Innovations&NSPsMarket Need MappingMarket Trend LandscapeConclusion&Activation 20 PRODUCTS THAT CONSUMERS CAN TOUCH OR TRY ONARE STILL PURCHASED IN STOREShop

35、ping for beauty,home goods,and fashion/apparel items still favors in-store experiences.However,fashion and apparel shopping varies greatly by country:Countries including Italy,Spain,Australia,Chile,Brazil,Romania prefer in-store shoppingWhile in the UK and Germany opt for online as their first choic

36、eSource:Ipsos.digital FastFacts quantitative survey launched on Nov 10thwith national representative samples of 10,000 respondents across 12 marketsQ:Where have you purchased or plan to purchase gifts?Holiday shopping 2022 21 WHATS TRENDING:FASHION,FOODAND GIFT CARDS(AGAIN)Holiday shopping 2022About

37、 Innovation SpacesUser Innovations&NSPsMarket Need MappingMarket Trend LandscapeConclusion&Activation 22 Q:What are the top 3 gifts you hope to receive?Source:Ipsos.digital FastFacts quantitative survey launched on Nov 10thwith national representative samples of 10,000 respondents across 12 markets4

38、5%Fashion and apparel30%Food,groceries and beverages32%Beauty ItemsTop gift categories shoppers expect for purchase for themselves or others35%Toys and games28%Gift cards28%Electronics25%Books25%Home items15%ExperiencesFashion and apparel items remain the top choice in many countries,followed by Bea

39、uty items(mainly for women or households with kids).When asked the top 3 gifts on their wish lists,respondents emphasized gift cards and money.2022 SHOPPING AND WISH LISTS RESEMBLE 2021 Holiday shopping 2022 23 On average,45%have bought or plan to buy Fashion and apparel items(and 32%Beauty care ite

40、ms.This present is very popular in Latin countries but also Philippines and the UK.Fashion is also an online phenomenon,driven by marketplaces and sites,as well as Gen Z fashion lovers and influencers.We see this category at the leading edge of both social and convergent commerce.As it is one of the

41、 sectors most impacted by inflationary periods,end of deals are an opportunity for consumers to stock up on clothes.Source:Ipsos.digital FastFacts quantitative survey launched on Nov 10thwith national representative samples of 10,000 respondents across 12 marketsFASHION&APPAREL:GIFTS OF THE SEASONQ:

42、FASHION AND APPAREL Which gifts have you already purchased or plan to purchase for end of year/Christmas celebrations?(for yourself or others)26%34%37%39%41%44%45%50%53%56%57%57%GermanyAustraliaSingaporeUSUKFranceItalyChileSpainRomaniaPhilippinesBrazil Holiday shopping 2022 24 GIFT CARDS AND MONEY T

43、OP HOLIDAY WISH LISTS,BUT APPEAR POLARIZINGSome express hesitancy around offering a gift card to their loved ones as it can seem impersonal or careless,while others prefer gift cards or money to eliminate the guesswork of shopping or avoid wasting money.For brands and retailers,gift cards present a

44、significant opportunity.43%40%39%38%31%29%29%21%20%19%14%13%USFranceAustraliaGermanyItalyUKSingaporeBrazilSpainPhilippinesChileRomania28%averageacross all marketsSource:Ipsos.digital FastFacts quantitative survey launched on Nov 10thwith national representative samples of 10,000 respondents across 1

45、2 markets;Synthesio public mentions related to holiday shopping Q:GIFT CARDS Which gifts have you already purchased or plan to purchase?Holiday shopping 2022 25 On online conversations about gift cards,Electronics,Food and beverages,Toys and games,and Fashion and apparel remain among the most-mentio

46、ned categories.But this year,we can see gift cards for Books and Experiences also pop up.Top retail categories for gift cards(by conversation volume)Sports and outdoors itemsHome items and furnitureBeauty itemsFashion and apparelToys and gamesExperiences(hospitality and leisure)Grocery,gourmet food,

47、and beveragesBooksElectronicsLike last year,Amazon dominates gift card-related social mentions in the US,UK,and AUS,followed by other brands including Apple,Walmart,and Target.Top brands for gift cards(by conversation volume)Ralph LaurenBloomingdalesSamsungBest BuyTargetWalmartAppleAmazonONLINE,AMAZ

48、ON AND ELECTRONICS DOMINATEGIFT CARD-RELATED CONVERSATIONS Source:Synthesio,public English-only mentions related to holiday shopping gathered from posts in the US,UK,Australia,10/08/2022 11/05/2022 Holiday shopping 2022 26 2%4%6%9%9%20%21%29%Beauty itemsHome items and furnitureToys and gamesExperien

49、ces(hospitality andleisure)Fashion and apparelBooksGrocery,gourmet food,andbeveragesElectronicsELECTRONICS CATEGORY STRONGLY CHALLENGED ON PRICE THIS SEASONLike 2021,electronics is most-discussed retail category on social media.Emotion analysis reveals that“fear”is more associated with Electronics c

50、onversations than any other retail category.But this year,shopper conversations have shifted from product“availability”and“delivery delays”to“affording electronics.”Many are counting on Black Friday and other promotions to help them afford tech gifts this year.“Fear”detected in online conversations

51、by Synthesio Emotion Analysis(by conversation volume)Source:Synthesio,public English-only mentions related to holiday shopping gathered from posts in the US,UK,Australia,10/08/2022 11/05/2022 Holiday shopping 2022 27 Similar to last year,the Books category varies the most across countries,with respo

52、nses ranging from 15%to 42%planning to place books under their Christmas tree.The top 5 countries include France(42%),Spain(35%),UK(32%),Brazil(32%)and Italy(30%).Unlike Gift cards,gifting Books can be personal and thoughtful and budget-friendly.42%35%32%31%30%27%24%22%18%16%16%15%FranceSpainUKBrazi

53、lItalyGermanyRomaniaAustraliaUSChilePhilippinesSingapore25%averageacross countriesPercentage of respondents expecting to purchase books(for themselves or others)BOOKS CATEGORY SHOWS MAJOR CULTURAL DIFFERENCESACROSS COUNTRIESSource:Ipsos.digital FastFacts quantitative survey launched on Nov 10thwith

54、national representative samples of 10,000 respondents across 12 markets Holiday shopping 2022 28 What consumers choose to do if they receive a gift they dont love varies greatly across countries.The majority of people will keep it any,especially in the Philippines(70%),Romania(49%),Italy(42%),Chile(

55、41%),Brazil(39%).Some countries will regift it,especially Romania(49%),Singapore(45%),UK(32%),Australia(31%,)or even more generously will donate it,like those in Singapore(35%),and the UK(28%).In France and Germany,consumers are more likely to sell it(25%and 22%respectively).AND WHEN YOU DONT LOVE Y

56、OUR HOLIDAY GIFT 36%27%25%19%14%10%7%Keep itRe-gift it to someone elseExchange itDonate itSell itReturn itDont knowSource:Ipsos.digital FastFacts quantitative survey launched on Nov 10thwith national representative samples of 10,000 respondents across 12 marketsQ:If you receive a gift that you dont

57、like or need,what would you do?JOY WINS OUT.Holiday shopping 2022 30 EVEN WITH REASONS TO BE ANXIOUS,MANY ARE STILL EAGER TO CELEBRATEPeople around the globe are worried not just about inflation,but also poverty&social inequality,unemployment,and other concerns.Yet even with multiple reasons to be a

58、nxious,many are still eager to celebrate,visit with friends and family,go out to markets and malls,and even help those less fortunate.For brands and retailers,this means more opportunities help get shoppers get in the holiday spirit by providing more value and better deals.Source:Synthesio,public En

59、glish-only mentions related to holiday shopping gathered from posts in the US,UK,Australia,10/08/2022 11/05/2022THANKYOUContacts:F AEATHANK YOUAre you looking for more consumer insights to help you prepare for 2023 and stay ahead of changing shopper behaviors?Request a demo of Synthesios AI-enabled consumer intelligence platform to see how you can turn online data into actionable insights.And request a demo of Ipsos.digital FastFacts to see how you can get fast answers to your business questions with a self-service survey platform.