Fluent：2017年假日购物报告（英文版）（13页）.pdf

1、FROM SANTA TO SIRI 2017 Holiday Shopping Report   HOLIDAY SHOPPING   3 The holiday shopping season starts earlier each  year, with retailers displaying sales signs before the  autumn leaves begin to change color. The National  Retail Foundation released a positive prognosis

2、 for the 2017 season, expecting holiday sales  to increase between 3.6 and 4 % YOY1. Will this  forecast play out in the marketplace? What should  brands and advertisers know as they go full swing  into this gifting season?  In our recent survey of 1,324 American adults

3、, we  found that most consumers do not intend to spend  more this holiday season than last. Americans  are somewhat more optimistic than pessimistic  about the state of the overall economy and feeling  positive about their personal finances; however,  8 out of 10 holida

4、y shoppers intend to spend the  same or less this year, raising questions about the  NRFs forecast.   HOLIDAY SHOPPING   5  2017 Outlook? Its shaping up to be a hard candy Christmas. A quarter of Americans will spend less on holiday shopping this year and twice as many middl

5、e class households say they will be spending less on gifts this holiday season than those who plan to spend more. The competition to win wallet share in this environment will be fiercer than ever. (pg. 6  7)  Black Friday will still be the shopping event of the season. Even as consumers em

6、brace e-commerce, more than half (55%) of Americans still prefer shopping in physical stores and 71% are planning to shop in a physical store this holiday season, making “in-store” the top purchasing channel by a wide margin. (pg. 10 -13)  Where, when, and how Americans like to shop depends on