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1、Holiday Shopping Behavior And YouTubeA PIXABILITY REPORTTABLE OF CONTENTS345111626Executive SummaryTop Line HighlightsHoliday Shopping OverviewThe Customer Shopping Journey on YouTubeYouTube&Holiday Shopping TrendsUsing YouTube to Enhance Your Shopping StrategyHoliday Shopping Behavior and YouTube 2

2、024 Pixability,Inc.All rights reserved.2EXECUTIVE SUMMARYYouTube plays a pivotal role in holiday shopping,emerging as a dynamic and influential platform that profoundly impacts consumer behavior and purchasing decisions.The platform transforms holiday shopping from a transactional experience into an

3、 immersive journey,where individuals find inspiration,make well-informed selections,and feel a sense of camaraderie,thereby elevating its importance as a catalyst for successful holiday commerce.It is imperative that brands invest in YouTube strategy given its importance in the customer journey.Holi

4、day Shopping Behavior and YouTube 2024 Pixability,Inc.All rights reserved.3TOP LINE HIGHLIGHTSMore than half of online shoppers worldwide use their mobile phones to make online purchases-it is important to consider VAC campaigns which runs predominantly on mobile and shows high CTR.29%of Americans a

5、re finished with their holiday shopping by the end of October and it is important to get in front of consumers ahead of their holiday shopping.87%of viewers say that when theyre shopping or browsing on YouTube,they feel like they can make a purchase decision faster.“Gift guide”and“wish list”are seas

6、onally-relevant keywords on YouTube.Gift guides can be uploaded by both brands and creators to target specific stores or demographics.YouTube Shorts is the#1 short-form video platform for viewers discovering new products and brands in Europe,the Middle East,and Africa(EMEA).Different geos prioritize

7、 different concepts when online shopping (deals vs.sustainability).145623Holiday Shopping Behavior and YouTube 2024 Pixability,Inc.All rights reserved.4Holiday Shopping OverviewSECTION 01Holiday Shopping Behavior and YouTube 2024 Pixability,Inc.All rights reserved.5HOLIDAY SHOPPING OVERVIEWMost US/U

8、K holiday shoppers will start before Thanksgiving this year53%of UK/US adults plan to start holiday shopping before ThanksgivingTimeframe when UK and US adults plan to start holiday shopping,April 2024(%of respondents)27%26%19%16%7%3%3%OctoberNovember(before US Thanksgiving)Cyber Week(e.g.US Thanksg

9、iving,Black Friday,Cyber Monday)DecemberShop all yearNo holiday shopping plansOtherHoliday Shopping Behavior and YouTube 2024 Pixability,Inc.All rights reserved.6HOLIDAY SHOPPING OVERVIEWMajority of consumers look for deals while they shop for holiday gifts,followed by specific brandsMake sure to bu

10、ild demand for your brand ahead of the holiday season so your brand is part of the consumers consideration set when they start their shopping.Then featuring a deal/discount during holiday season is a winning combination.Popular gift shopping strategies*Respondents could select multiple options Sourc

11、e Jungle Scout TotalGen ZMillenialsGen XBoomers58%28%17%8%10%17%18%25%16%15%57%66%61%76%46%13%8%7%4%13%13%8%8%4%26%Search for deals/discounts on items people have asked forShop for specific brandsSearch for keywords like gifts for mom on search enginesRead gift guidesShop from local or small busines

12、ses as much as possibleHoliday Shopping Behavior and YouTube 2024 Pixability,Inc.All rights reserved.7HOLIDAY SHOPPING OVERVIEWHoliday sales spanned beyond gift-giving categorieseMarketer reported the ecommerce sales growth inhousehold essentials during the holiday season,likeFood&Beverage,grew more

13、 than other traditionalholiday categories.In all of these categories,holiday ecommerce sales accelerated relative to full-year sales growth,with consumer electronics gaining the most.The growth shows that brands not typically associated to holiday gifting have the opportunity to be as,if not more,co

14、mpetitive during prime-time holiday season.Source:eMarketer Five of our top-line product categories had holiday ecommerce sales growth above the 8.8%average%change in US holiday season*vs.full-year ecommerce sales,by category,2023Food&beverageApparel,footwear,&accessoriesConsumer electronicsFurnitur

15、e&home furnishingsToys&hobbyTotalIn all of these categories,holiday ecommerce sales accelerated relative to full-year sales growth,with consumer electronics gaining the most.19.9%14.5%12.8%8.8%9.0%3.1%8.9%6.0%8.8%8.1%7.0%8.9%Holiday Shopping Behavior and YouTube 2024 Pixability,Inc.All rights reserv

16、ed.8The Customer Shopping Journey on YouTubeSECTION 02Holiday Shopping Behavior and YouTube 2024 Pixability,Inc.All rights reserved.9THE CUSTOMER SHOPPING JOURNEY ON YOUTUBEConsumers leverage YouTube at every stage of their holiday shopping journey90%of people say they discover new products on YouTu

17、bePixTip:Leverage brand assets or partner with Creators to help reach the right consumer with your messageOver 50%of people say online video has helped them decide which product or brand to buyPixTip:Test creative elements such as gift guides,product comparisons,product reviews,or Q&As to drive cons

18、umers down the funnel 70%of people say they bought a brand as a result of seeing it on YouTubePixTip:Leverage shoppable ad formats targeted on mobile devices to prompt immediate action during major sales periods81%of consumers say content from influencers drives interest in an item or servicePixTip:

19、Encourage fans of your brand to engage with your sponsored content,create their own reviews,and share affiliate links to drive incremental salesAwarenessConversionConsiderationAdvocacyHoliday Shopping Behavior and YouTube 2024 Pixability,Inc.All rights reserved.10THE CUSTOMER SHOPPING JOURNEY ON YOU

20、TUBEYouTube prompts consumers to take immediate action in November and December75%+60%70%Source:Google,Talk Shoppeof viewers say YouTube enhances the traditional shopping journey by delivering unexpected inspiration.Advertisers who add product feeds to their Video Action Campaigns achieve 60%more co

21、nversions at a lower cost.of shoppers say YouTube helps ensure they“feel good about the purchase they made.”Holiday Shopping Behavior and YouTube 2024 Pixability,Inc.All rights reserved.11YouTube&Holiday Shopping TrendsSECTION 03Holiday Shopping Behavior and YouTube 2024 Pixability,Inc.All rights re

22、served.12YOUTUBE&HOLIDAY SHOPPING TRENDSBlack Friday Shoppers on YouTube plan further ahead than Cyber Monday shoppersYouTube searches for“black friday”began to see upticks in volume starting between the last week in October and the first week in November.These searches begin weeks ahead of Black Fr

23、iday.In contrast,YouTube search volume for“cyber monday”does not see an uptick until the week of Thanksgiving,just days before Cyber Monday.Cyber 5,the days between Thanksgiving and Cyber Monday accounted for 16.2%of all U.S.holiday retail ecommerce sales in 2023.Cyber Monday alone delivered$13.2B i

24、n ecommerce sales and shopping videos across YouTube earned 66%higher views on the day as shoppers considered their options before making a final purchase.Black FridayCyber MondaySource:Google Trends-2023Black Friday:(United States)02550751001/1/233/1/235/1/237/1/239/1/2311/1/23Cyber Monday:(United

25、States)02550751001/1/233/1/235/1/237/1/239/1/2311/1/23Holiday Shopping Behavior and YouTube 2024 Pixability,Inc.All rights reserved.13YOUTUBE&HOLIDAY SHOPPING TRENDSShoppers turn to YouTube for multiple research methodsAccording to Think with Google,online ratings,reviews,and price comparisons are a

26、mong the top resources for people looking to feel confident in large purchases ahead of advice from family and friends.YouTube serves as a primary navigation point of research for these types of questions that shoppers want answers to.Brands are encouraged to create their own shopping-related conten

27、t to make their products stand out or consider influencer partnerships for the holiday season.These tactics boost brand awareness and engagement.Holiday Shopping Behavior and YouTube 2024 Pixability,Inc.All rights reserved.14YOUTUBE&HOLIDAY SHOPPING TRENDSSeasonal trending searches have the opportun

28、ity to span across different categoriesIts no secret that holiday shoppers turn to YouTube for inspiration on 1)what to purchase for other people and 2)what to ask for from other people in regards to holiday gifting.Brands in the holiday shopping market should consider uploading gifting-related cont

29、ent(ex:“Top 10 Items to Purchase for Gen Z”),collaborations with other YouTube creators to gain visibility on these high-trending videos,or run advertisements on these kinds of videos.Gift GuideWish ListSource:Google Trends-2019-2024Gif Guide:(United States)02550751001/1/201/1/211/1/221/1/231/1/24Wi

30、sh List:(United States)02550751001/1/201/1/211/1/221/1/231/1/24Holiday Shopping Behavior and YouTube 2024 Pixability,Inc.All rights reserved.15YOUTUBE&HOLIDAY SHOPPING TRENDSBrands and creators can participate in gift guide and wishlist content to inspire shoppersGift guides serve as a form of inspi

31、ration to YouTube viewers who need help finding gifts for others during the holiday season.These can be uploaded by both brands and creators and be specific in what their gift guides are for.Store-specific guides can show viewers top products that they should be shopping for while demographic-specif

32、ic guides are tailored to who the viewers are shopping for.Both kinds of gift guides can successfully drive performance.From a targeting perspective,brands can target shoppers on guide content to direct them to a shopping browse page or another direct line of conversion.Store-Specific(Brand)Store-Sp

33、ecific(Brand)Demographic-SpecificSource:PixabilityOne and YouTube API public data|August 2022-January 2023Sony Holiday Gift Guide 2023 on The Lowdown!654K Views0.01%Engagement Rate100+CHRiSTMAS GiFT iDEAS for TEEN GiRLS!*Our Christmas wishlist/teen gift guide 2023*682K Views2.66%Engagement Rate5 AMA

34、ZING GIFT IDEAS FOR MEN|Christmas Gift Ideas432K Views2.14%Engagement RateHoliday Shopping Behavior and YouTube 2024 Pixability,Inc.All rights reserved.16YOUTUBE&HOLIDAY SHOPPING TRENDSYouTube holidays hauls have grown 22%YoYHoliday hauls earned 22%more views in 2023 than they did in 2022.These vide

35、os are posted both leading up to the holidays,as people share what theyre gifting to others,and after the holidays,as people showcase what theyve received.Many viewers use hauls to get inspired for their shopping trips,with 2M views on holiday hauls in October and November of last year.Others watch

36、hauls after the holidays,curious about what other people received.This is evident from the 4.3M views on Team2Moms haul posted last Christmas.Brands are encouraged to consider their holiday YouTube strategy in the fall to ensure they maximize their audience reach as soon as holiday shopping begins.M

37、y Christmas Gifts Haul#shortsHoliday Shopping Behavior and YouTube 2024 Pixability,Inc.All rights reserved.17YOUTUBE&HOLIDAY SHOPPING TRENDSYouTube Shorts is the#1 short-form video platform for viewers discovering new products and brands in Europe,the Middle East,and Africa(EMEA)Viewers then turn to

38、 long-form YouTube content for additional informationEMEA YouTube viewers already turn to YouTube shorts for their shopping inspiration,so it is important to drive shoppers with YouTube shorts ahead of the holiday season.Google research also shows that viewers will turn to long-form content on YouTu

39、be to conduct further research about new purchases.59%of Gen Z YouTube viewers also watch longer versions of videos they discover on short-form video apps.Brands should consider uploading a mix of YouTube shorts and long-form content to their YouTube channels to 1)gain maximum visibility from YouTub

40、e shorts and 2)provide in-depth information about their products from long form content.Source:Think with Google and Think with GoogleHoliday Shopping Behavior and YouTube 2024 Pixability,Inc.All rights reserved.18YOUTUBE&HOLIDAY SHOPPING TRENDSAustralia online shopping:56%of people would wait longe

41、r for deliveries to reduce their environmental impactAustralia is prioritizing sustainability in online shopping across varying categories from groceries to beauty products.The largest consideration for sustainability is recyclable packaging.Brands that prioritize sustainability messaging will creat

42、e positive brand awareness during the holiday shopping season.Categories shoppers are most likely to buy sustainable optionsBiggest sustainability consideration when shopping onlineSource:Australia PostGroceriesClothing,shoes,accessoriesBeauty productsHomewaresBooks&StationeryRecyclable packagingReu

43、sable packagingBiodegradable packaging34%31%21%15%15%58%37%34%Holiday Shopping Behavior and YouTube 2024 Pixability,Inc.All rights reserved.19Using YouTube to enhance your shopping strategySECTION 04Holiday Shopping Behavior and YouTube 2024 Pixability,Inc.All rights reserved.20USING YOUTUBE TO ENHA

44、NCE YOUR SHOPPING STRATEGYAdding video to your mix impacts the customer journey55%of people search for a product on Google,and then learn more by going to YouTube before they buy itThe ad impact of search was stronger when video was addedImprove search performance+8%conversionsImpact of YouTube on S

45、earchSource:Think with Google80%of people say they typically switch between online search and video when researching products to buy+3%conversion rate-4%lower CPAsHoliday Shopping Behavior and YouTube 2024 Pixability,Inc.All rights reserved.21USING YOUTUBE TO ENHANCE YOUR SHOPPING STRATEGYMore than

46、half of online shoppers worldwide use their mobile phones to make online purchases.Source:DataReportalHoliday Shopping Behavior and YouTube 2024 Pixability,Inc.All rights reserved.22USING YOUTUBE TO ENHANCE YOUR SHOPPING STRATEGYPixability data shows roughly 92%of VAC Impressions are served on Mobil

47、e700M VAC impressions were served on Mobile devices from Q1 2023 through Q2 2024,equating to 92%of the impression share.Desktop had about 4%share and Tablet had about 3%share.TV screens ranked last with 1%of impressions.%Share Of VAC Impressions By DeviceMobileDesktopTabletTV ScreensPixabilityOne an

48、d Pixability client data|Date:Jan 2023-June 202492%4%3%1%Holiday Shopping Behavior and YouTube 2024 Pixability,Inc.All rights reserved.23USING YOUTUBE TO ENHANCE YOUR SHOPPING STRATEGYVAC ads have earned CTRs 8x greater than the next leading ad formatVAC ads earned a click through rate of 1.28%,whic

49、h is 8x greater than the next leading ad format,InStream,which earned a 0.17%CTR.VRC and Bumper earned 0.12%CTRs,with Non-Skip close behind at 0.11%.Click Through Rate By Ad FormatPixabilityOne and Pixability client dataDate:Jan 2023-Jun 2024VACVRCNon-skipInStreamBumper1.28%.12%.11%.17%.12%Holiday S

50、hopping Behavior and YouTube 2024 Pixability,Inc.All rights reserved.24RECOMMENDATIONSOptimizing your YouTube strategy for holiday shopping Start your holiday content strategy early Understand YouTubes position within the customer journey Run VAC campaigns on mobile devices to drive conversions We s

51、ee that 92%of VAC impressions are delivered on mobile devices.The Gen Z audience is more likely to click through on mobile devices.Brands should consider running vertical video creatives to maximize impact on mobile devices and drive stronger performance against their VCR&CTR KPIs.Consumers go to Yo

52、uTube as the first video platform when searching for a product online Gift guides,wish lists,and shop with me content are popular shopping content types that give viewers shopping inspiration Consider what your target audience is prioritizing(deals and savings,sustainability,etc)29%of Americans are finished with their holiday shopping by the end of October Creating campaigns before major holiday shopping events will establish brand awareness for when the events actually occurHoliday Shopping Behavior and YouTube 2024 Pixability,Inc.All rights reserved.25