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、023 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 2023 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 CTR29%of Americans ar

5、e finished with their holiday shopping by the end of October and it is important to get in front of consumers ahead of their holiday shoppingYouTube is the most trusted social media platform for finding and purchasing products in the US(2022)“Gift guide”and“wish list”are seasonally-relevant keywords

6、 on YouTube.Gift guides can be uploaded by both brands and creators to target specific stores or demographicsYouTube 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 different concepts when o

7、nline shopping (deals vs.sustainability)145623Holiday Shopping Behavior and YouTube 2023 Pixability,Inc.All rights reserved.4HOLIDAY SHOPPING OVERVIEWSECTION 01Holiday Shopping Behavior and YouTube 2023 Pixability,Inc.All rights reserved.5HOLIDAY SHOPPING OVERVIEWOCT.31:HalloweenSEPT.22First Day Of

8、FallNOV.11:Singles Day&Other Mega Sale EventsNOV.2528:Black Friday WeekendDEC.17:Super SaturdayDEC.24:Christmas EveDEC.20:Last Day For Express ShippingDEC.26:Boxing DayJAN.1:Sales SeasonStart of Holiday Shopping SeasonMajor Sales EventsLast Minute ShoppingPost Holiday ShoppingHoliday Shopping Behavi

9、or and YouTube 2023 Pixability,Inc.All rights reserved.620%43%57%Black FridaySmall Business SaturdayCyber MondayAmazon Prime Early Access SaleWalmart Rollback SaleTarget Deal Days22%34%32%Amazon Prime Early Access SaleWalmart Rollback SaleTarget Deal DaysHOLIDAY SHOPPING OVERVIEWConsumers shopping d

10、uring November&December gravitate toward major sales events Brands should be targeting YouTube viewers before these major shopping events to create brand awareness in time for when these events happen YouTube search volume for Black Friday begins to increase as early as the end of October.November a

11、nd December eventsOctober eventsSource:Jungle Scout Q4 2022 trends*respondents could select more than one option.Holiday Shopping Behavior and YouTube 2023 Pixability,Inc.All rights reserved.7HOLIDAY SHOPPING OVERVIEWSource:Think with Googleof Americans are finished with their holiday shopping by th

12、e end of October.29%Holiday Shopping Behavior and YouTube 2023 Pixability,Inc.All rights reserved.8HOLIDAY SHOPPING OVERVIEWMajority of consumers look for deals while they shop for holiday gifts,followed by specific brandsMake sure to build demand for your brand ahead of the holiday season so your b

13、rand 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 Source Jungle Scout Q4 2022 trendsTotalGen ZMillenialsGen XBoomers58

14、%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 businesses as much as possibleHoliday Shopping Behavior

15、and YouTube 2023 Pixability,Inc.All rights reserved.9HOLIDAY SHOPPING OVERVIEWHoliday 2022 sales spanned beyond gift-giving categorieseMarketer reported the ecommerce sales growth in household essentials during the holiday season,like Food&Beverage,grew more than other traditional holiday categories

16、.This is likely due to post-pandemic increase in entertaining family and friends.In comparison,a trend Health&Personal care sales came from the low-budget beauty products and the growing trend of“affordable luxury.”The growth in these categories shows that brands are not typically associated to holi

17、day gifting have the opportunity to be as,if not more,competitive during prime-time holiday season.CategoryEcommerce Growth Total Retail GrowthFood&Beverage25.6%13.4%Toys&Hobby9.4%6.4%Office Equipment&Supplies6.0%6.0%Apparel&Accessories12.7%4.2%Health&Personal Care17.0%2.8%Auto&Parts7.3%2.5%Books,Mu

18、sic&Video7.4%1.1%Furniture&Home Furnishings5.8%-0.5%Computer&Consumer Electronics-0.1%-4.5%Other8.7%5.7%Source:eMarketer Holiday Shopping Behavior and YouTube 2023 Pixability,Inc.All rights reserved.10THE CUSTOMER SHOPPING JOURNEY ON YOUTUBESECTION 02Holiday Shopping Behavior and YouTube 2023 Pixabi

19、lity,Inc.All rights reserved.11THE CUSTOMER SHOPPING JOURNEY ON YOUTUBEConsumers leverage YouTube at every stage of their holiday shopping journey90%of people say they discover new products on YouTubePixTip:Leverage brand assets or partner with Creators to help reach the right consumer with your mes

20、sageOver 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 consumers down the funnel 70%of people say they bought a brand as a result of seeing it on YouTubePixTip:L

21、everage 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:Encourage fans of your brand to engage with your sponsored content,create their own reviews,and share

22、affiliate links to drive incremental salesAWARENESSCONVERSIONCONSIDERATIONADVOCACYHoliday Shopping Behavior and YouTube 2023 Pixability,Inc.All rights reserved.12THE CUSTOMER SHOPPING JOURNEY ON YOUTUBEConsumers go to YouTube as the first video platform when searching for a product online20%23%19%21

23、%15%18%11%17%6%11%8%FacebookInstagramTikTokPinterestNone of theseQ2 2022Q2 2023Source:Jungle Scout Q2 2023.Non-video platforms also mentioned in the survey include:Amazon,search engine,and When consumers shop for a product online,where do they start their search?(video platforms only)Holiday Shoppin

24、g Behavior and YouTube 2023 Pixability,Inc.All rights reserved.13YouTubeFacebookInstagramLinkedInTwitterTikTok61%51%45%37%37%35%THE CUSTOMER SHOPPING JOURNEY ON YOUTUBEYouTube is the most trusted social media platform for finding&purchasing products in the US(2022)YouTube is the one-stop-shop for fi

25、nding products to buy.Additionally,Think with Google reports that 87%of holiday shoppers report using Google properties(which includes YouTube).Brands should be investing in YouTube strategy above other social platforms before and during the holiday shopping season.Most Trusted Social Networks To Fi

26、nd And Buy Products In The U.S.2022Source-StatistaHoliday Shopping Behavior and YouTube 2023 Pixability,Inc.All rights reserved.14THE CUSTOMER SHOPPING JOURNEY ON YOUTUBEYouTube prompts consumers to take immediate action in November and December75%+60%70%Source:Google,Talk Shoppeof viewers say YouTu

27、be enhances the traditional shopping journey by delivering unexpected inspiration.Advertisers who add product feeds to their Video Action Campaigns achieve 60%more conversions at a lower cost.of shoppers say YouTube helps ensure they“feel good about the purchase they made.”Holiday Shopping Behavior

28、and YouTube 2023 Pixability,Inc.All rights reserved.15YOUTUBE&HOLIDAY SHOPPING TRENDSSECTION 03Holiday Shopping Behavior and YouTube 2023 Pixability,Inc.All rights reserved.16YOUTUBE&HOLIDAY SHOPPING TRENDSBlack Friday Shoppers on YouTube plan further ahead than Cyber Monday shoppersYouTube searches

29、 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 Friday.In contrast,YouTube search volume for“cyber monday”does not see an uptick until the week of Thanksgiving,just days before Cyber M

30、onday.Cyber 5,the days from Thanksgiving to Cyber Monday,saw a record breaking number of consumers in 2022.It is imperative that brands understand when their shoppers are participating in holiday shopping in order to get in front of their consumers at the right time.Black FridayCyber MondaySource:Go

31、ogle Trends-2022Black Friday:(United States)100755025010075502503/1/223/1/225/1/225/1/227/1/227/1/229/1/229/1/2211/1/2211/1/22Cyber Monday:(United States)Holiday Shopping Behavior and YouTube 2023 Pixability,Inc.All rights reserved.17YOUTUBE&HOLIDAY SHOPPING TRENDSShoppers turn to YouTube for multip

32、le research methodsAccording to Think with Google,online ratings,reviews,and price comparisons are among 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 quest

33、ions that shoppers want answers to.Brands are encouraged to create their own shopping-related content 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 2023 Pixability,I

34、nc.All rights reserved.18YOUTUBE&HOLIDAY SHOPPING TRENDSSeasonal trending searches have the opportunity 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

35、holiday gifting.Brands in the holiday shopping market should consider uploading gifting-related content(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 L

36、istSource:Google Trends-2019-2023Gift Guide:(United States)Wishlist:(United States)100755025010075502501/1/191/1/191/1/201/1/201/1/211/1/211/1/221/1/221/1/231/1/23Holiday Shopping Behavior and YouTube 2023 Pixability,Inc.All rights reserved.19YOUTUBE&HOLIDAY SHOPPING TRENDSBrands and creators can pa

37、rticipate in gift guide and wishlist content to inspire shoppersGift guides serve as a form of inspiration 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-spe

38、cific guides can show viewers top products that they should be shopping for while demographic-specific 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 dire

39、ct them to a shopping browse page or another direct line of conversion.Store-Specific(Brand)Store-Specific(Brand)Demographic-SpecificSource:PixabilityOne and YouTube API public data|August 2022-January 2023Our 2022 Gift Guide is here!1.4M Views 0%Engagement*Paid media advertisement with comments tur

40、ned offUltimate Amazon Gift Guide Under$30|2 Hours Of Gift Ideas|*New*Amazon Must Have Gadgets 2022435K Views 3.97%Engagement Rate150+Christmas Gift Ideas for TEEN BOYS 2022 II teen gift guide338K Views 4.75%Engagement RateHoliday Shopping Behavior and YouTube 2023 Pixability,Inc.All rights reserved

41、.20YOUTUBE&HOLIDAY SHOPPING TRENDSYouTube“Shop with Me”content has grown 35%YoYThe number of“shop with me”videos grew 35%in 2022.This type of content is typically vlog-style and personal to creators.Viewers see what creators are buying,along with their thoughts and opinions,while making shopping fun

42、 to watch.While shop with me content is popular all year,viewers particularly enjoy watching during the holidays.Viewers are shopping for holiday material early,as this shop with me from Crystal Tara video was uploaded in early October.Brands are encouraged to consider their holiday YouTube strategy

43、 in the fall to ensure that they are maximizing their audiences as soon as holiday shopping begins.POSTED:OCTOBER 4,2022Holiday Shopping Behavior and YouTube 2023 Pixability,Inc.All rights reserved.21YOUTUBE&HOLIDAY SHOPPING TRENDSYouTube Shorts is the#1 short-form video platform for viewers discove

44、ring new products and brands in Europe,the Middle East,and Africa(EMEA)Viewers then turn to 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 hol

45、iday season.Google research also shows that viewers will turn to long-form content on YouTube 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 shor

46、ts and long-form content to their YouTube channels to 1)gain maximum visibility from YouTube 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 2023 Pixability,Inc.All rights reserv

47、ed.22YOUTUBE&HOLIDAY SHOPPING TRENDSUK Consumers planned to shop more online in 2022,prioritizing early discounts and dealsShoppers in the UK are prioritizing online shopping exclusively online,with 48%of consumers planning to shop more online than anywhere else for the 2022 holiday season.Early dis

48、counts and deals were also a priority for 2022 shoppers,accounting for 82%of consumers.Brands targeting UK holiday shoppers should prioritize YouTube strategy for their online shopping market early in the season to gain maximum exposure.Source:Sitecore 2022 Holiday TrendsWhere Planning to ShopPriori

49、ties for Purchases48%22%31%More onlineMore in-storeBoth equallyEarly discounts and dealsExclusive pre-sale deals for loyal customersSuggestions that suit your lifestyle and tastesReminders and suggestions to help you plan aheadPop-up stores with limited productsAn exclusive,limited edition productVR

50、 experiences to enjoy as a familyInteractive shopping with a personal shopper via online chat82%52%33%28%21%20%12%7%Holiday Shopping Behavior and YouTube 2023 Pixability,Inc.All rights reserved.23YOUTUBE&HOLIDAY SHOPPING TRENDSAustralia online shopping:56%of people would wait longer for deliveries t

51、o 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 create positive brand a

52、wareness 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 packagingReusable packagingBio

53、degradable packaging34%31%21%15%15%58%37%34%Holiday Shopping Behavior and YouTube 2023 Pixability,Inc.All rights reserved.24YOUTUBE&HOLIDAY SHOPPING TRENDS83%78%say they feel like they get the highest-quality information about products when shopping or browsing on YouTube.Source:Think with Googleof

54、surveyors in Australia and in New Zealand Holiday Shopping Behavior and YouTube 2023 Pixability,Inc.All rights reserved.25USING YOUTUBE TO ENHANCE YOUR SHOPPING STRATEGYSECTION 04Holiday Shopping Behavior and YouTube 2023 Pixability,Inc.All rights reserved.26USING YOUTUBE TO ENHANCE YOUR SHOPPING ST

55、RATEGYAdding 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 SearchSource:Think wi

56、th 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 2023 Pixability,Inc.All rights reserved.27USING YOUTUBE TO ENHANCE YOUR SHOPPING STRATEGYMore than half of online shopp

57、ers worldwide use their mobile phones to make online purchases.Source:DataReportalHoliday Shopping Behavior and YouTube 2023 Pixability,Inc.All rights reserved.28USING YOUTUBE TO ENHANCE YOUR SHOPPING STRATEGYPixability data shows roughly 95%of VAC Impressions are served on Mobile1B impressions VAC

58、impressions were served on Mobile devices from Q1 2022 through Q1 2023,equating to 95%of the impressions share.Desktop and Tablet were about even with 2%of share each.TV screens ranked last with 1%of impressions.%Share Of VAC Impressions By Device95%1%2%2%MobileDesktopTabletTV ScreensPixabilityOne a

59、nd Pixability client data|Date:Jan 2022-March 2023Holiday Shopping Behavior and YouTube 2023 Pixability,Inc.All rights reserved.29USING YOUTUBE TO ENHANCE YOUR SHOPPING STRATEGYVAC ads have earned CTRs 8x greater than the next leading ad format VAC ads earned a click through rate of 1.02%,which is 8

60、x greater than the next leading ad format,TrueView for Reach,which earned a 0.13%CTR.Non-skip was close behind at 0.11%,followed by InStream with 0.10%.Click Through Rate By Ad FormatPixabilityOne and Pixability client dataDate:Jan 2022-March 2023VACTrueView for ReachNon-skipInStreamBumper1.02%.13%.

61、11%.10%.08%Holiday Shopping Behavior and YouTube 2023 Pixability,Inc.All rights reserved.30RECOMMENDATIONSOptimizing your YouTube strategy for holiday shoppingStart your holiday content strategy early Understand YouTubes position within the customer journey Run VAC campaigns on mobile devices to dri

62、ve conversions We see that 95%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

63、.Click Through Rates on VAC campaigns have increased+154%Higher YoY Consumers go to YouTube 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 tar

64、get 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 2023 Pixability,Inc.All rights reserved.31