2023年美国黑色星期五报告

INTRODUCTION As we move from summer to fall, there is one huge event lying on the horizon forbrands and retailers… Black Friday. METHODOLOGY The research was conducted by Censuswide, with 2,012 consumers that have shopped online in theUS, including 1,563 that bought something over the Black Friday (12th November – 29th November)period in 2022. The research was carried out between 13.09.2023 – 18.09.2023. Censuswide abide byand employ members of the Market Research Society which is based on the ESOMAR principles. But listening to what consumers say, you’d start to think that perhaps Black Friday’sdays are numbered. 42% of US consumers found Black Friday 2022 anti-climactic,while the same percentage were disappointed with the offers available. Whatever consumers say, Black Friday – and the ever-increasing period around it– still form a vital part of brands and retailers’ survival and success strategies. Yes,there is noise about the deals on offer, but consumers talk loudest with their wallets.And their wallets are asking for more. We decided to drown out the rhetoric and take a look at the numbers. What do theytell us? Who really are the winners? What makes consumers buy? What stops themfrom spending more? And how is 2023’s Black Friday shaping up? So, here you go. And a quick spoiler alert… based on current evidence, Black Fridayis here to stay! HUGH FLETCHER GLOBAL MARKETING DIRECTOR AND THOUGHT LEADERSHIP LEAD EXEC SUMMARY 7. THE BIG WINNER IS AMAZON,BUT WALMART ISN’T LETTING ITHAVE AN EASY RIDE! 3. BLACK FRIDAY IS STILL THE DAYFOR PURCHASING DESPITE THEELONGATION OF THE BLACK FRIDAYPERIOD. 41%of all Black Friday spending in the USis via Amazon, followed by Walmart at 25%. 63%of spending over the Black Fridayperiod predicted to be on Black Friday itself. 8. RETAILERS AND BRANDS MUSTWORK ON BETTER DISCOUNTS,IMPROVING AVAILABILITY, BETTERDELIVERY AND RETURNS TO LURECONSUMERS INTO SPENDING MORE. 1. BLACK FRIDAY SPENDING SET TORISE SLIGHTLY IN 2023. 5. CONSUMERS ARE SKEPTICALABOUT WHO BENEFITS FROMBLACK FRIDAY, AND THEY DON’TBELIEVE IT’S THEM. $397.64– the average that BlackFriday shoppers are set to spend thisyear (up from $390.19 in 2022). 70%of US consumers said that biggerdiscounts would encourage them to spendmore during Black Friday. 12%believe that consumers are themain beneficiaries of Black Friday, whilst23% believe that Amazon benefits most.and 17% point to Walmart. 4. CHRISTMAS PRESENTS ARETHE MAIN PURCHASE DRIVER ONBLACK FRIDAY, BUT SPONTANEOUSDEAL-GRABBING AND SELF-GIFTINGALSO PLAY A ROLE. 62%of shoppers use Black Friday tobuy Christmas presents. 2. NO SURPRISES, IT’S AN ONLINE-FIRST EVENT. 9. THE ENVIRONMENT'S ROLE ONPURCHASING IS STILL LIMITED,BUT CONSUMERS WILL ENGAGEWITH SUSTAINABLE OPTIONS IFGIVEN THE OPPORTUNITY. 66%of Black Friday spending willoccur online in 2023. 6. CONSUMERS ARE NOTCONVINCED THAT BLACK FRIDAYOFFERS THEM THE BEST DEALS. 60%of US Black Friday shopperssay they will choose sustainable deliveryoptions like Amazon Day Delivery thisBlack Friday. 51%of US consumers believe theyget the best deals of the year duringBlack Friday. SPENDING DURING THE BLACK FRIDAY PERIOD: Let’s begin by looking at Black Friday 2022. During the Black Friday period, consumerswho participated spent on average $390.19. Men spent on average more than women ($468.80 vs $357.54), while it was the25-34-year-olds who spent most ($449.76), and the over 65s the least ($244.50). In 2023, this overall figure looks set to rise, albeit only slightly, with consumers sayingthat they intend to spend on average $397.64. Once again, men are set to outspend women ($457.09 vs $371.99), and the 25-34-year-olds will remain the highest spenders ($477.93). THE AVERAGE AMOUNT THAT CONSUMERS INTEND TOSPEND THIS BLACK FRIDAY. BLACK FRIDAY IS AN ONLINE-FIRST EVENT: For many years, Black Friday has been transitioning to an online event. Our data tells usthat in 2022, 65% of all spending during Black Friday was online. This is a rise from the2021 figure which was 60%. It was the over 65s that spent the highest percentage online (72.19%) while the lowestgroup was the 16-24-year-olds (58.16%). Whilst that may come as a surprise, let’snot overlook the fact supported by numerous studies that older consumers have beenembracing online shopping at an accelerated rate following the COVID-19 outbreak. But what about this year? The prediction is that 66% of all spending will be online. Once again, it’s the over 65s who intend to spend the highest percentage online (73%) andthe 16-24-year-olds spending the lowest proportion (57%). OF BLACK FRIDAY SPENDING IS PROJECTED TO BEONLINE IN 2023. 66% THE CONTINUING EXTENSION OF BLACK FRIDAY: The last few years have seen Black Friday extend even further, from one day, to a couple, to nowa month of peak activity – or a̒Mega Peak’ as we termed it. The aim from a retailer perspectiveis clear: maximize revenue during the “Mega Peakˮ period. But does this extende