88 Percent of Holiday Spending 2 Source NRF Monthly Consumer Survey Holiday Spending Totals in Billions 201617 As of May 2017 Stores For winter Holidays almost a dead heat between Department Discount Stores and Online ID: 672733
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Slide1Slide2
Winter Holidays and Back to School88 Percent of Holiday Spending
2
Source: NRF Monthly Consumer Survey, Holiday Spending Totals in Billions, 2016-17 (As of May 2017)Slide3
Stores
For winter Holidays almost a dead heat between Department, Discount Stores and Online
Other holidays, brick and mortar stores play greater role than onlineSlide4
Where Are Shoppers Shopping For The Holidays
4
Source: NRF Monthly Consumer Survey A18+, 2016-17, “Where Do You Plan To Purchase __*holiday*__ Items This Year? ”, Consumers can shop at multiple places (Updated as of May 2017)Slide5
Where Are Shoppers Shopping For The Holidays By Rank
5
Source: NRF Monthly Consumer Survey A18+, (As of May 2017)
Winter Holidays
BTS
Mothers Day
Valentines Day
Catalog
13
9
7
10
Clothing or Accessories store
5
3
Department store
1
2
1
1
Discount store
3
1
5
2
Electronics store
6
6
Jewelry Store
4
7
Local/Small business
7
7
4
6
Online
2
4
3
3
Other
14
8
Other Specialty store
10
2
4
Specialty store, such as a clothing, toy or electronics store
15
6
9
Thrift Stores/Resale Shops
12
8
Slide6
Reach Department Store Shoppers with Broadcast TV
6
Source: GFK MRI Fall 2016 , Base: Adults 25-54 Index. Shopped at a department store in the last 6 months for clothing, shoes, cosmetics, or perfume/cologne.
135
132
130
124
124
123
123
122
122
121
Top 10 Programs by IndexSlide7
Broadcast Delivers Discount Store Shoppers
7
Source: GfK MRI Fall 2016, Base: Adults 25-54 Bought Any Item at a Discount Store.
166
152
152
151
150
148
147
144
144
142
Top 10 Programs by IndexSlide8
Cover Each Company’s Strong Markets with Local Broadcast
8
Source: GfK
MRI 2016 Market-by-Market weighted by
A25-54; Shopped
at Target/Walmart in the last 30
days
The Redder the better- High BDI
WalmartSlide9
TV Ads Motivate Opinion Leaders
9
Source: GfK TVB Purchase Funnel – Winter 2017 A18+
Which of the following did you do after seeing/hearing the ads for the category on television
?
Went online to learn
more
about
what was advertised
Visited a store/office/facility/branch
Remembered you had seen
the brand
advertised
before (
i.e., the newspaper, radio or the internet)
Went to the website or
app advertised
to
learn more
about
what was advertised
Talked with others about
the advertisementFriended, liked or followed what was advertised on social
media (such as Facebook, Twitter)Slide10
TV Motivates Key Demos
10
Source: GfK TVB Purchase Funnel – Winter 2017
Which of the following did you do after seeing/hearing the ads for the category on television
?Slide11
“Have TV ads influenced your search selections?”
11
Source: GfK TVB Purchase Funnel – Winter 2017 “When doing an online search, how often, if at all, have TV ads you have seen influenced you in some ways in your search?” (Yes = combination of Every time, Most of the time & Sometimes)Slide12
Local TV Is Digital
12Slide13
“When Visiting a Television Station’s Website or App,
do you View the Ads?”
13
Source: GfK TVB Purchase Funnel – Winter 2017 “How often do you look at the video ads on that local television station’s website or app?”
(Yes = combination of Every time, Most of the time & Sometimes)Slide14
“Have you ever commented, posted, liked or shared info or articles from a local TV station’s website or app?”
14
Source: GfK TVB Purchase Funnel – Winter 2017Slide15
Broadcast TV Lines Up Online Shoppers
15
Source: GFK MRI Fall 2016 , Base: 25-54 Index Internet Shopping: Spent $500+
161
148
145
145
144
142
137
137
134
129
Top 10 Programs by IndexSlide16
What Are Shoppers
Buying and Gifting?
16
Clothing
Gift Cards
Electronics
Jewelry
Dining OutSlide17
Winter Holidays: Gift Cards and Clothing Tops
17
Source: NRF Holiday Forecast Survey Nov 2016Slide18
Planned Back to School By Category
18
Source NRF Consumer Survey July 2016
Category
Average Amount
Clothing and Accessories (excluding Shoes)
$235.39
Electronics or Computer-Related Equipment
$204.06
Shoes
$126.35
School Supplies such as notebooks, folders, pencils, backpacks, and lunchboxes.
$107.76Slide19
Women Clothing Expenditures Index vs. Total U.S.
19
Source: GfK MRI Fall 2016, Index Values: Amount Spent in the last 12 months on Clothing by Age vs. Total US
Clothing Expenditures
Women 18-34
Women 18-49
Women 25-54
Total: $500-$999
120
130
134
Total: $1,000-$1,999
142
153
151
Total: $2,000+
183
169
170
Total: $3,000+
234
212
185Slide20
Broadcast TV Reaches Women Clothing Shoppers
20
Source: 2016
Doublebase
Gfk
MRI , Base: Women 25-54 Index Clothing Expenditures – Amount Spent in Total $500
+
143
142
140
131
129
128
127
124
120
117
Top 10 Programs by IndexSlide21
Broadcast TV: The Gift that Keeps on Giving
21
Source: GFK MRI Fall 2016 , Base: Adults 25-54 Index Gift cards & prepaid card – Amount Spent in Total $25+
211
194
194
180
174
168
166
162
156
150
Top 10 Programs by IndexSlide22
Broadcast Reaches Electronic Store Shoppers
22
Source: GFK MRI Fall 2016 , Base: Adults 25-54 Index Appliance, Hardware & Electronics Stores Shopped at Apple Store or Best Buy
140
138
137
131
129
129
124
122
119
119
Top 10 Programs by IndexSlide23
Mother’s Day & Valentine’s Are
All About Jewelry and Dining
23Source: NRF Monthly Consumer Survey A18+,
Plnd
. Val. Day Spending - By Category In Billions 2017
Planned Spending
BillionsSlide24
Men Purchasing Jewelry Watch Broadcast TV
24
Source: GFK MRI Fall 2016 , Base: Men 18+ Index Fine Jewelry $100+ Spent in Total
204
183
174
172
171
168
158
149
149
144
Top 10 Programs by IndexSlide25
Wining and Dining with Broadcast Viewers
25
Source: GFK MRI Fall 2016 , Base: Adults 25-54 Index Restaurant Expenditures: Family Restaurants & Steak Houses - Amount Spent: $51+
142
141
136
136
135
134
133
132
131
131
Top 10 Programs by IndexSlide26
Target Adults Who Enjoy Dining out at The Cheesecake Factory with Local Broadcast
26
Source:
GfK
MRI 2016 Market-by-Market weighted by Adults 25-54 population.
Dined
at The Cheesecake Factory 1+ times in the last 30 Days
The Redder the better- High BDISlide27
Summary
Winters Holidays, Back to School, Mother’s Day, & Valentine’s Day are among the Top Seasonal Spending Periods
Winter Holiday Spending accounts for nearly 80% of the $834 billion in Seasonal Spending
Most shoppers will shop at department stores, discount stores, and online for their holiday gift
Winter Holidays almost a dead heat between Department, Discount Stores and Online.
Other holidays, brick and mortar stores play greater role than online
Top gifts will vary with each holiday
Advertisers can selectively tailor their local broadcast TV buys to consumers across multiple retail categories.
Local Broadcast provides Multiplatform Digital Opportunities
27