美国假期电子商务市场调研和分析报告（英文版）-2024年1月上传培训课件

DIGITAL

&

TRENDSHolidayseasone-commerceintheUnitedStatesCHAPTER

01OverviewRetaile-commerceholidayseasonsalesintheUnitedStatesfrom2016to2023(inbillionU.S.dollars)Retaile-commerceholidayseasonsalesintheU.S.2016-2023300250200253.71227.96213.62193.5140.09150120.6108.7201793.532016100500201820192020202120222023*3Description:In2022,retaile-commerceholidayseasonsalesintheUnitedStatesamountedtoabout228billionU.S.dollars.Forecastssuggestthatin2023,thisfigurewillrise,reachingatotalof253.71billionU.S.dollarsduringtheholidaysinthecountry.ReadmoreNote(s):UnitedStates;2016to2022;*Figurefor2023isforecast.**Figuresfor2022and2023comefromanupdatedpublication.Excludestravelandeventtickets,paymentssuchasbillpay,taxesormoneytransfers,foodservicesanddrinking[...]

ReadmoreSource(s):eMarketerYear-on-yeargrowthrateofretaile-commerceholidayseasonsalesintheUnitedStatesfrom2017to2023Growthofretaile-commerceholidayseasonsalesintheU.S.2017-202345%40%35%30%25%20%39%16.2%16.2%15%10%5%11.3%2023*11%10.4%20216%0%201720182019202020224Description:IntheUnitedStates,holidayseasononlineretailsalesgrewby6percentin2022comparedtothepreviousyear.Forecastssuggestedthatthisgrowthwouldincreasein2023,increasingto11.3percent.

ReadmoreNote(s):UnitedStates;2017to2022;*Figurefor2023isforecast.Excludestravelandeventtickets,paymentssuchasbillpay,taxesormoneytransfers,foodservicesanddrinkingplaces,gamblingandothervicegoodsales;salesareforNovand[...]

ReadmoreSource(s):eMarketerForecastonlineretailsalesduringCyberFiveintheUnitedStatesin2023(inbillionU.S.dollars)ForecastCyberFiveonlineretailsalesintheU.S.202314121013.1910.485.9664205.355.07ThanksgivingBlackFridaySmallBusinessSaturdayCyberSundayCyberMonday5Description:Duringthe2023holidayseason,CyberMondayissettoonceagainbethetoponlineshoppingdayintheUnitedStates,withprojectedsalesofover13billionU.S.dollars.Meanwhile,BlackFridaywouldranksecond,withasalesforecastof10.4billiondollars.Overall,thefive-dayperiodovertheThanksgivingWeekend,alsoknownasCyberFive,isprojectedtogeneratearound40billionU.S.dollarsindigitalsales.

ReadmoreNote(s):UnitedStates;June2023Source(s):eMarketerDistributionofholidayseasone-commercerevenueintheUnitedStatesin2023,bydeviceShareofholidayseasone-commercerevenueintheU.S.2023,bydevice100%90%80%70%60%50%40%30%49.95%50.05%Mobile20%10%0%Desktopandother6Description:In2023,mobiledeviceswereresponsibleforthemajorityofrevenue(50.05percent)generatedduringtheU.S.holidaysalesseason.However,thepercentagegeneratedbydesktopandotherdevicesremainedclose,reaching49.95percent.

ReadmoreNote(s):UnitedStates;November1toNovember26,2023Source(s):AdobeHolidayseasonretaile-commercerevenueintheUnitedStatesfrom2019to2023,byonlineshoppingday(inbillionU.S.dollars)E-commerceholidayseasonrevenueintheU.S.2019-2023,byshoppingday20202021202220233810.810.79.539.698.95.665.435.15.14420ThanksgivingBlackFridayCyberMonday7/statistics/861193/us-holiday-season-retail-e-commerce-spending-by-online-shopping-dayExpectedtoreach12billionU.S.dollars,CyberMondayistheshoppingdaywiththehigheste-commercesalesrevenueintheUnitedStatesin2023.BlackFridayrankssecond,withoverninebilliondollarsinonlinerevenueaccordingtothelatestforecasts.ReadmoreNote(s):UnitedStates;2019to2023;>1,000;80%ofonlinetransactionsof100largestU.S.onlineretailers;*Forecasts.Datapriorto2023frompreviousreleases.

ReadmoreSource(s):AdobeForecastofretaile-commerceholidayseasonsalesintheUnitedStatesfor2023,byproductcategory(inbillionU.S.dollars)Retaile-commerceholidayseasonsalesforecastintheU.S.2023,bycategorySalesinbillionU.S.dollars050100150200250300TotalApparelandaccessoriesComputerandconsumerelectronicsFurnitureandhomefurnishingsHealthandpersonalcareOther253.7154.946.133425.5524.56Foodandbeverage21.2619.3614.8210.652.79ToysandhobbyAutoandpartsBooks,music,andvideoOfficeequipmentandsupplies8Description:IntheUnitedStates,apparelandaccessoriesisforecasttobethemostlucrativeproductcategoryforretaile-commercesalesduringthe2023holidayseason,expectedtogenerateabout55billionU.S.dollars.Computerandconsumerelectronicswasforecastasthesecondhighestearningcategoryat46.13billionU.S.dollars.ReadmoreNote(s):UnitedStates;June2023Source(s):eMarketerCHAPTER

02OnlineretailersMostpopulare-commercewebsitesfortheholidayseasonamongshoppersintheUnitedStatesin2023Mostpopulare-commercesitesduringtheholidayseasonintheU.S.2023100%94%90%80%70%60%50%40%30%20%10%0%68%65%63%62%35%7%ASpecificsitesofbrandthatmakesproductsyou'repurchasingWRetailsitessellingproductsfrommultiplebrandsTGoogleAlternativesearchenginetoGoogle10Description:Accordingtothestudy,morethannineintenU.S.Americanssurveyedin2023saidtheyplannedtouseAmazonfortheironlineholidayshoppingthatyear.Atotal68percentofsurveyedrespondentsreportedthattheywouldbeusingthespecificwebsiteofabrand.ReadmoreNote(s):UnitedStates;September2022*;*Thesourcedoesnotprovidethedateofsurvey,thedategivenisthedateofrelease.

ReadmoreSource(s):PowerReviewsLeadingwebsitesconsumersplannedtousewhenshoppingonlineforholidaygiftsintheUnitedStatesin2023ProjectedwebsiteusageforonlineholidaygiftshoppingintheU.S.2023Shareofrespondents0%10%20%30%40%50%60%58%70%80%90%Amazon82%WalmartTarget42%Google36%BestBuy21%21%eBayTemu20%20%EtsySheinAnotherbrandorretailer`swebsiteOther16%15%5%11Description:Whenaskedwhichwebsitestheyplannedtousetoshopforholidaygiftsin2023,overeightintenU.S.consumersmentionedAmazon.WalmartandTargetfollowed,with58percentand42percentofrespondents,respectively.

ReadmoreNote(s):UnitedStates;2023;1,000respondents;18yearsandolderSource(s):TinuitiTypesofretailersconsumerswilllikelyshopatforholidaygiftsintheUnitedStates,asofSeptember2023U.S.consumers'preferredtypesofretailersforholidayshopping2023Shareofrespondents30%0%10%20%40%50%60%70%Online-onlyretailersMassmerchantsOffpricestores63%53%25%DepartmentstoresWarehouseclubs24%24%12Description:AsofSeptember2023,63percentofsurveyrespondentsintheUnitedStatessaytheyarelikelytoshopforholidaygiftsthroughonline-onlyretailers.Overhalfsaytheyarelikelytoshopatmassmerchants,whileonlyaquarterprefershoppingatoffpricestores,departmentstores,orwarehouseclubsforfestivepurchases.ReadmoreNote(s):UnitedStates;August30toSeptember8,2023;4,318respondentsSource(s):DeloitteRetailerinsightsononlineholidayshoppingintheUnitedStatesin2023RetailerinsightsononlineholidayshoppingintheU.S.2023Shareofrespondents0%10%20%30%40%50%60%70%80%Believethatconsumerscangetdealsanytimetheywant84%Stronglybelievethatholidayeventsareapowerfulsourceofrevenue58%HighperformingretailerswantingtoshifttheirsalesvaluetowardonlineshoppingandfulfillmentduringBlackFriday60%13Description:Asurveyonholidayshoppingrevealedthatwhile84percentofretailersbelievethatconsumerscangetdealswhenevertheywant,58percentstronglybelievethatholidayeventsarestillapowerfulsourceofrevenue.Additionally,60percentofhighperformingretailerswouldliketoshifttheirsalesvaluetowardsonlineshoppingduringBlackFridayin2023.ReadmoreNote(s):UnitedStates;November2023Source(s):Coveo;DigitalCommerce360ShareofretailersrunningpromotionsforselectonlineshoppingholidaysintheUnitedStatesin2022and2023ShareofU.S.retailersrunningshoppingholidaypromotionsin2022&2023Shareofretailers30%

40%0%10%20%50%60%70%80%2023AmazonPrimeBigDealDays2023PrimeDays82%75%2022CyberMonday87%2022PrimeEarlyAccesssale2022PrimeDays80%79%14Description:CyberMonday2022wastheshoppingholidaythatmostU.S.retailersranpromotionsforin2022and2023,at87percent.Amazon'sBigDealDaysin2023followedwith82percentofretailersrunningpromotionsduringthisshoppingholiday.Onlyabout75percentofretailersranpromotionsduring2023PrimeDays.ReadmoreNote(s):UnitedStates;2022to2023;*Thesourcedoesnotspecifythesurveymethodology.ReadmoreSource(s):DigitalCommerce360;YouTubeCHAPTER

03ConsumptionLeadingreasonstoshoponlineforholidaygiftsintheUnitedStatesin2023,bygenerationalcohortTopreasonstobuyholidaygiftsonlineintheU.S.2023,bygenerationSearchingforthebestpriceLargerselectionSavingtimeAbilitytocompareproductsandreadreviewsAvoidingcrowds/storesBetterdealsandsavings40%35%30%25%20%15%10%5%35%31%31%23%29%23%29%27%24%23%21%19%19%18%16%11%11%10%10%10%

10%

10%9%9%8%8%8%8%7%4%0%OverallGenZ(18-24)Millennials(25-44)GenX(45-54)BabyBoomersorolder(55+)16Description:OnlysixpercentofU.S.consumershaveboughtholidaygiftsfromonlinesecond-handclothingstores,accordingtoa2022study.Nearly80percentofsurveyrespondentsreportedthattheyarenotatalllikelytopurchasetheirholidaygiftsfromtheseonlinestores.ReadmoreNote(s):UnitedStates;September18to19,2023;5,269respondents;18yearsandolderSource(s):CivicScienceAnticipatede-commercespendingduringholidayseasoninUnitedStatesin2023ExpectedonlineholidayshoppingspendingintheU.S.2023Shareofrespondents15%0%5%10%10%20%25%30%35%Lessthan$250$251-$50022%$501-$1,00029%$1,001-$2,000$2,001-5,00023%13%Morethan$5,0003%17Description:Accordingtoa2023study,about22percentofconsumerssurveyedintheUnitedStatesanticipatedspendingbetween251and500U.S.dollarsonholidayshoppingthatyear.Meanwhile,onlythreepercentofrespondentssaidtheyintendedtospendmorethan5,000dollarsontheirend-of-yearpurchases.ReadmoreNote(s):UnitedStates;August2023*;18,906respondents;*Thesourcedoesnotprovidethedateofsurvey,thedategivenistheoneofrelease.Theageofrespondentsandtypeofsurveyconductedwerenotspecified.

ReadmoreSource(s):PowerReviewsShareofgiftsthatholidayshoppersplannedtobuyonlineintheUnitedStatesin2023ShareofholidaygiftsplannedtobeboughtonlineintheU.S.202325%24%24%21%20%15%10%5%19%13%0%NoneUnder25%25%-50%50%-75%75%-100%18Description:Aholidayshoppingsurveyrevealedthatamongsurveyedrespondents,allconsumersplannedtobuyatleastaportionoftheirholidaygiftsonline.Over10percentplannedtopurchasealloftheirholidaygiftsontheinternet,while37percentofrepondentsreportedthattheyplannedtodobuyfrom50to74percentoftheirholidaypresentsthroughe-commercechannels.ReadmoreNote(s):UnitedStates;August22toSeptember19,2023;13,483respondents;18yearsandolderSource(s):CivicScienceWhereconsumerswillspendthemostmoneywhileonlineshoppingfortheholidaysintheUnitedStatesin2023BiggestspendinglocationsforonlineholidayshoppingintheU.S.202340%34%34%35%30%25%20%15%10%5%14%9%7%2%0%Online-onlyretailers(likeAmazon)Big-boxstoreslikeWalmartorTargetSmallbusinessesorlocally-ownedstores/boutiquesDepartmentstoreslike

SpecialtyorchainstoresMacy'sorKohl's

likeGaporBestBuyI'mnotsure19Description:In2023,34percentofonlineshoppersintheUnitedStatesreportedthattheyexpectedtospendthemostmoneyfortheholidayseasonatonline-onlyretailersiteslikeAmazon.Another14percentreportedtheywouldspendthemostmoneyfortheholidaysatbig-boxstoreslikeWalmartandTarget.ReadmoreNote(s):UnitedStates;September18to19,2023;6,450respondents;18yearsandolderSource(s):CivicScienceLeadingdeliverymethodsforonlineholidayshoppingintheUnitedStatesfrom2019to2023PreferredonlineholidayshoppingdeliverymethodintheU.S.2019-2023HomedeliveryIn-storepickup90%Curbsidepickup95%85%85%43%85%75%65%55%45%35%25%15%81%80%61%44%60%45%27%44%35%23%23%2019202020212022202320Description:Aholidayshoppingsurveyrevealedthat85percentofonlineshoppersintheUnitedStatespreferredthehomedeliveryoptionfortheirholidaygiftordersin2023.Thisfigureisslightlyupfromthe80percentofconsumerswhoreportedthesamethinginthepreviousyear.Incomparison,in-storepickupforonlineorderswaspreferredby43percentofsurveyedrespondents.

ReadmoreNote(s):UnitedStates;2019to2023;3,656respondentsSource(s):PwCOnlinevs.in-storeshoppingfortheholidayseasonintheUnitedStatesin2023Onlinevs.in-storeholidayshoppingintheU.S.202340%35%30%25%20%37%31%17%15%9%10%5%6%0%ExclusivelyonlineMajorityonline,someinstore

Equallyinstoreandonline

Majorityinstore,someonlineExclusivelyinstore21/statistics/1426376/holiday-shopping-us-online-in-storeIn2023,atotal37percentofconsumersreportedthattheirholidayshoppingwilltakeplaceequallyinstoresasonline.Additionally,31percentofconsumersintheU.S.plannedtoshopfortheholidaysmostlyonlinewhiledoingsomein-storeshopping.ReadmoreNote(s):UnitedStates;2023;1,000respondents;18yearsandolderSource(s):TinuitiExpectedshareofholidaybudgetspentonlineandin-storeintheUnitedStatesin2023Shareofonlinevs.in-storeholidayspendingintheUnitedStates2023In-store37%Online63%22Description:AccordingtoasurveycarriedoutintheUnitedStatesinSeptember2023,consumersplannedtospendover60percentoftheirtotalholidayseasonbudgetonline,andtherestonin-storepurchases.

ReadmoreNote(s):UnitedStates;August30toSeptember8,2023;4,318respondentsSource(s):DeloitteCyberMondayshoppingexpectationsandplansamongconsumersintheUnitedStatesin2023CyberMondayshoppingexpectationsandplansintheU.S.2023ExpectdealsPlantoshop100%90%80%70%60%50%40%30%20%16%10%0%5%5%2%CyberMondayBetweenCyberMondayandChristmas23Description:In2023,notmanyU.S.shoppersexpecteddealsforCyberMonday,withonlytwopercentreportingthattheydid.Additionally,only5percentofsurveyedrespondentsreportedthattheyintendedtoshoponCyberMonday.

ReadmoreNote(s):UnitedStates;2023;4,011respondentsSource(s):PwCShareofconsumerswhowilldoatleastsomeonlineshoppingfortheholidaysintheUnitedStatesin2023,byproductcategoryConsumerswhowilldosomeonlineholidayshoppingintheU.S.2023,bycategory25%22%20%15%10%5%17%15%9%9%9%8%6%4%0%24Description:In2023,ofthoseshoppersintheUnitedStateswhoreportedtheywilldoatleastsomeonlineshoppingfortheholidays,22percentreportedthattheywillpurchaseclothes,shoes,and/oraccessories.Additionally,17percentreportedthattheywilldosomeonlineholidayshoppinginthechildren'stoyscategory.ReadmoreNote(s):UnitedStates;September18to19,2023;2,205respondents;18yearsandolderSource(s):CivicScienceShareofconsumersusingbuyonline,pickupin-store(BOPIS)forholidayshoppingintheUnitedStatesin2022and2023BOPISusageforholidayshoppingintheU.S.2023Shareofrespondents0%5%10%15%20%25%30%35%40%2022202335%28%25Description:In2023,28percentofconsumersintheUnitedStateswereusingbuyonline,pickupin-storeoptionsfortheirholidaygiftshopping.Thisfigureisdowncomparedtothe35percentofconsumersoptingforBOPISinthepreviousyear.

ReadmoreNote(s):UnitedStates;2022to2023;4,102respondents;18-65yearsSource(s):DeloitteMostimportantfactorswhenchoosinganonlineretailerforholidayshoppingintheUnitedStatesin2022LeadingfactorswhenchoosingretailersforonlineholidayshoppingintheU.S.2022Shareofrespondents0%

10%20%30%40%50%60%FreeshippingCompetitiveprices59%52%Speedofdelivery32%Free-returnshippingProductavailabilityPromotionsbeyondfreeshipping(%offproducts,giftwithpurchase,etc.)Qualitycustomerservice27%27%25%19%18%Aloyalty/rewardsprogramDetailedproductinformationandmultiplepicturesPreviousshippingexperiencewithretailerFlexibilityofreturnpolicy18%16%15%Flexiblepaymentoptionslikepay-ininstallmentsProductselectionincludingexclusiveitems11%10%26Description:In2022,freeshippingwasthemostimportantfactorforU.S.consumers(59percent)whenchoosinganonlineretailertoshopfromfortheholidayseason.Competitivepricingcamenext,with52percentofconsumersreportingitasafactortoconsider.Additionally,32percentreporteddeliveryspeedbeingofimportance.ReadmoreNote(s):UnitedStates;September2022;1,088respondentsSource(s):BizrateInsights;DigitalCommerce360MostimportanthomedeliveryfeaturesforonlineholidayshoppingintheUnitedStatesin2022LeadinghomedeliveryfeaturesforonlineholidayshoppingintheU.S.2022Shareofrespondents20%0%10%30%40%50%60%ProofofdeliveryUser-friendlydeliverytracking55%47%Live-trackinglinktomonitorchangesinrealtimeFlexibledeliverytimes44%41%27Description:Accordingtoaholidayshoppingsurvey,intheUnitedStates,providingproofofdeliverywasthemostimportantfeatureforholidayshoppingordersmadeonlinein2022,with55percentofsurveyedrespondentsreportingthis.Additionally,47percentofresponentsstateduser-friendlydeliverytrackingwasalsoofhighimportance.ReadmoreNote(s):UnitedStates;2022;4,000respondentsSource(s):PwCShareofonlineshoppersconsideringinflationfortheirholidayshoppingintheUnitedStatesin2022Inflationimpactononlineconsumers'attitudeforholidayshoppingintheU.S.2022Shareofrespondents0%

5%10%15%20%25%30%35%40%IwillcomparisonshopmoreasIexpectpricestobehighHighinflationwillcausemetopurchaselessoverall40%35%IwillmakefewerpurchasesoverallgivenmycurrentfinancialstateIexpecttofindmorepromotionsthaninpastholidayseasonsIwillconcentratemyshoppingevenmoreonAmazon30%25%24%23%IexpecttofindmoreproductsoutofstockthaninpastholidayseasonsBehaviorsandexpectationswillbethesameasanyotheryearIwillseekoutretailerswhoofferpricematchingmorethanintheprioryearIwillbemorefocusedonshoppingfromretailersbasedontheirvaluesIamwillingtopayforshippingtogettheexactitemformygiftrecipientsIwillseekoutexperiencesratherthanbuyingproductsthisholidayIwillbuymoreonmarketplaces19%16%16%13%11%7%7%DuetoPrimeDaypurchases,myNov-DecshoppingwillbereducedNoneoftheabove3%28Description:ASeptember2022surveyonholidayshoppingrevealedthat40percentofonlineshoppersexpectedtodomorecomparisonswhileshoppingduetohighpriceexpectations.Additionally,35percentofonlineshoppersreportedthathighinflationwillcausethemtopurchaselessoverallfortheholidayseason.ReadmoreNote(s):UnitedStates;September2022;1,088respondentsSource(s):BizrateInsights;DigitalCommerce360CHAPTER

04DevicesandsocialmediaDeviceusageintentionforholidaygiftshoppingintheUnitedStatesin2023DeviceusageintentionforholidaygiftshoppingintheU.S.202380%70%60%50%40%30%20%10%0%67%62%27%14%SmartphoneDesktop/laptopTabletVoice-enableddevice(AmazonEcho,GoogleHome)30Description:Whenaskedaboutthedevicestheywouldusetobuyholidaygiftsin2023,almostsevenintenonlineshoppersreportedthattheywouldbeusingtheirmobilephone.Additionally,62percentofshoppersplannedonusingadesktoporlaptop.27percentexpectedtousetheirtablet.ReadmoreNote(s):UnitedStates;2023;1,053respondents;18yearsandolderSource(s):PureSpectrum;TinuitiExpecteduseofsocialmediainholidayshoppingintheUnitedStatesfrom2011to2023ExpectedsocialmediausageinholidayshoppingintheU.S.2011-202340%34%34%35%29%30%25%20%15%10%5%28%28%28%27%26%24%23%23%22%19%0%201120122013201420152016201720182019202020212022202331Description:SocialmediahasplayedanincreasinglyimportantroleinholidayshoppingintheUnitedStatesinrecentyears.Asurveyrevealedthat,in2023,approximately34percentofshoppersplannedtousetheseplatformstosearchfororpurchaseholidayproducts.ReadmoreNote(s):UnitedStates;2011to2023;4,102respondents;18yearsandolderSource(s):DeloitteMainsocialcommerceactivitiesduringholidayshoppingintheUnitedStatesinfrom2019to2023MainholidayshoppingsocialcommerceactivitiesintheU.S.2019-2023Shareofrespondents2022

2021

202010%202320190%5%15%20%20%25%19%Browseproducts/giftideasReadreviews16%15%14%19%18%18%15%15%12%17%DiscoverpromotionsVisitretailers'pagesMakeapurchase14%14%14%12%13%8%9%9%12%12%8%9%7%32Description:BrowsingproductsandgiftideaswasthebiggestreasonU.S.consumersusedsocialmediainrelationtoholidayshopping.Readingproductreviewswassecond,wit19percentofconsumersdoingsoin2023.Inthesameyear,12percentofshoppersmadeholidaypurchasesusingasocialmediaplatform.ReadmoreNote(s):UnitedStates;2019

to2023;4,102respondents;18yearsandolderSource(s):DeloitteSocialmediaplatformswiththemostinfluence