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黑色星期五-感恩节在线购物盛宴拉开帷幕,不输双11!|出海美国电商岛群第1期

2019-12-09 15:45:46

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(CNN Business)对在线交易怀有浓厚兴趣的美国人撤出了智能手机,并首次在感恩节上投入了超过40亿美元,以拉开假日购物季的序幕。


根据Adobe Analytics的数据,感恩节这一天的在线销售额达到了创纪录的42亿美元,其中大约一半发生在南瓜派还没到餐桌上之前,就为忙碌的黑色星期五和零售商的又一个重磅假期奠定了基础。


Adobe商务产品和平台副总裁Jason Woosley在接受CNN Business采访时说:“我们的假期销售季节缩短了。” “这正在产生压缩效果。”


Woosley说,由于感恩节比去年晚了六天,零售商加强了广告宣传,并为诸如家用电器,体育用品,电视,消费者和玩具等商品提供了很大的折扣。


据Adobe估计,黑色星期五期间,消费者每分钟在网上购物上花费了530万美元。


Woosley说:“由于感恩节的在线人数众多,黑色星期五的增长不会放缓。”


根据Adobe数据,截至周五美东时间下午9点,在线支出总计54亿美元,使黑色星期五的销售额达到76亿美元,比去年增长22.3%。这将是2018年网络星期一之后第二大在线销售日。


Adobe预计在即将到来的网络星期一的在线销售额为94亿美元。


被扔进虚拟购物车的最受欢迎的物品包括《冰雪奇缘》 2,NERF和Paw Patrol玩具;电子游戏“ FIFA 20”,“劲爆20”和Nintendo Switch; 据Adobe称,其产品包括空气炸锅,AirPods和三星电视等。电子商务巨头主导了感恩节的销售,与较小的零售商相比,其销售额比去年增长了244%,而较小的零售商的销售额增长了61%。


Woosley估计,在周四至周一之间,消费者将在网上花费290亿美元。为期五天的“网络周”期间应占Adobe预测的本假日季节在线销售额1438亿美元的20%。


Woosley说,在线交易也有望转化为实体店的销售,并指出“ BOPIS”(在线购买,实体店提货)活动的增加。他说,约有82%的人前往商店进行网上购物后,将继续亲自购物。


咨询公司AlixPartners零售业务执行董事Joel Rampoldt说,BOPIS一直是“ 2019年最大的零售故事之一”,零售商似乎终于破解了电子商务代码。

他说:“但这取决于它的执行方式。”


他说,成功的零售商通过诱使在线到商店的消费者增加额外的物品来“建立篮子”,特别是高利润冲动性购买。


德勤会计师事务所合伙人布伦特·肖恩鲍姆(Brent Schoenbaum)表示,千禧一代和Z世代成员将推动商店和购物中心的步行流量,他们将购物视为社交活动。


根据德勤对美国购物者的感恩节前年度调查,Z世代购物者(18-22岁)和60%千禧一代购物者(23-38岁)中有82%的人表示他们计划与家人和朋友一起购物。相比之下,X世代的49%,婴儿潮一代的41%和老年人的50%。


但这是原始的野鸭-X一代-这个周末最有可能花费最多的时间。


根据调查,X世代受访者(年龄在39-54岁之间)计划本周末平均花费452美元,千禧一代购物者以446美元紧随其后,其次是老年人(406美元),婴儿潮一代(370美元)和Z一代(335美元)。


得益于良好的天气和可支配收入的“年终增长”,预计实体店的零售额将在11月和12月分别增长2%和6%。美国人口普查和零售数据。


IBM研究员兼首席科学家迈克尔·海多克(Michael Haydock)说:“他们被雇用了,储蓄率很高,而且他们的钱包里有很多东西。


总体而言,IBM预计假日销售将增长4%。这与美国全国零售联合会(National Retail Federation)的预测一致,即2019年假日销售将达到7279亿美元至7307亿美元之间,比去年增长3.8%至4.2%。

Black Friday kicks off with $4.2B Thanksgiving online shopping feast

(CNN Business)Americans with a hearty appetite for online deals pulled out their smartphones and, for the first time, shelled out more than $4 billion on Thanksgiving to kick off the holiday shopping season.

Thanksgiving Day's record online sales of $4.2 billion — about half of which occurred before the pumpkin pies even hit the table — set the stage for a busy Black Friday and potentially another blockbuster holiday season for retailers, according to Adobe Analytics data.

"We've got a shorter holiday selling season," Jason Woosley, Adobe's vice president of commerce product and platform, said in an interview with CNN Business. "That's creating a compression effect."

With Thanksgiving landing six days later than last year, retailers amped up their advertising and served up deep discounts on items such as appliances, sporting goods, televisions, consumers and toys, Woosley said.

And consumers ate up those deals.

Consumers spent $5.3 million per minute on online purchases during Black Friday, according to Adobe estimates.

"We're not seeing any slowdown in Black Friday" as a result of the big Thanksgiving turnout online, Woosley said.

As of 9 p.m. ET on Friday, online spending totaled $5.4 billion, putting Black Friday sales on pace to hit $7.6 billion, a 22.3% increase from last year, according to Adobe data. It would be the second-largest online sales day ever behind Cyber Monday 2018.

Adobe is projecting $9.4 billion in online sales for this coming Cyber Monday.

The most-popular items being tossed into the virtual carts included Frozen 2, NERF, and Paw Patrol toys; video games "FIFA 20," "Madden 20," and Nintendo Switch; and electronics including Air Fryers, AirPods and Samsung TVs, according to Adobe. The E-commerce giants dominated Thanksgiving Day sales, garnering a 244% increase in sales from last year as compared to smaller retailers, which recorded sales growth of 61%, according to Adobe.

Woosley estimates that consumers will spend $29 billion online between Thursday and Monday. That five-day "Cyber Week" period should account for a 20% chunk of the $143.8 billion in online sales Adobe predicted for this holiday season.

The online deals also are expected to translate into sales at brick-and-mortar stores, Woosley said, noting an increase in "BOPIS" — buy online, pick up in store — activity. About 82% of people who head to the store to pick up on online purchase will then continue their shopping in person, he said.

BOPIS has been one of the "great retail stories of 2019" and retailers seem to have finally cracked the e-commerce code, said Joel Rampoldt, managing director in the retail practice of consulting firm AlixPartners.

"But it depends on how it's executed," he said.

Successful retailers "build the basket" by tempting online-to-store consumers to add additional items, especially high-margin impulse purchases, he said.

Driving the foot-traffic to stores and malls will be Millennials and Generation Z members, who see shopping as a socializing event, said Brent Schoenbaum, a partner at Deloitte & Touche.

According to Deloitte's annual pre-Thanksgiving survey of American shoppers, 82% of Generation Z shoppers (18-22 years old) and 60% of Millennial shoppers (23-38 years old) said they planned to shop with family and friends. That compares to 49% of Gen X, 41% of Baby Boomers and 50% of seniors surveyed.

But it's the original mallrats--Generation X--who will most likely to spend the most this weekend.

Generation X respondents (those aged 39-54) planned to spend $452 on average this weekend, with Millennial shoppers a close second with $446, followed by seniors at $406, then Baby Boomers at $370 and Generation Z at $335, according to the survey.

Retail sales at brick-and-mortar stores are expected to grow 2% in November and 6% in December, thanks to favorable weather and a "year-end surge" in disposable income," according to IBM, which utilizes artificial intelligence to analyze US Census and retail data.

"They're employed, [have a] good savings rate, and they've got a lot in their pocketbooks," said Michael Haydock, IBM fellow and chief scientist.

Overall, IBM projects holiday sales should grow by 4%. That's in line with the National Retail Federation's projections of 2019 holiday sales to hit between $727.9 billion and $730.7 billion — an increase of 3.8% to 4.2% from last year.


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