Millenials Gen X SeniorsBabyBoomers

23%34%56%

40%

4%

36% 6%

Who is shopping?1

$75,000 or less

$75,000-$249,999

$250,000or more

Household Income

Where do they shop?2

Venues where U.S. consumers expect to buy holiday gifts:

Percentage of holiday purchasesconsumers plan to make on mobiledevices:

Stores in which U.S. consumers are most likely to shop for holiday gifts:

Connected device usage for holidayshopping:

Internet(including

auction sites)

50%Toy

Stores

19%Traditional

DepartmentStores

32%Home

ImprovementStores

16%SpecialtyClothing

17%OutletStores

23%Discount/

ValueDepartment

Stores

43%

30%

Off-PriceStores

26%

70%

Restaurants/Fast Food

17%

None 49% Less than 20 percent 19%

21-40 percent 11%41-60 percent 9%

61-80 percent 4%More than 80 percent 2%

Don't know 6%Laptop/desktop computer 75%

Smartphone 47%

I will not use digital devices 7%

Tablet 26%

59%Standalone

"big box" stores

50%Traditional

mall

38%Local independentstores not in a mall

24%Strip mall or

mini mall

16%Town hall mall

12%None of

the above

?

Data

When do they shop?3

Time of year when internet users in the U.S. plan to begin holiday shopping:

When U.S. consumers are most likely to buy holiday gifts:

12.2% Before September

6.5% September

21.6% October

15% November

15% First 2 weeks of December

41.4% Last 2 weeks of December

BLACKFRIDAY

CYBERMONDAY

4%Prior toOctober

5%October

14%Early

November

9%BlackFriday

66%155.7 million people

6%Cyber

Monday

18%Late

November

40%December

3%January

NRF

SuperSaturday

The most recent NRF survey found that more people said

they planned to shop on Super Saturday than those who said

they planned to shop over Thanksgiving Weekend, with

66% of Americans – an estima-ted 155.7 million people – planning to or considering taking advantage of Super

Saturday sales.

Findings from CreditCards.com indicate that less affluent

shoppers are more likely to try to get an early head start on their

shopping: 19% of those earning at least $75,000/year expect to finish their holiday shopping

before December, compared to 30% of those making

$30,000/year. Half of those surveyed said they planned to

purchase at least one “big ticket” item this year, with technology at the top of the list (Euromonitor).

19%30%

How do they consume media?4

Bla, bla...

57%Recommendation

from friends

52%Digital

reviews

25%Digital

advertising

15%Socialmedia

11%TV

advertising

2%Radio

advertising

During the year, the average shopper will make multiple casual visits to a site and be more influenced by brand allegiance. Holiday shoppers are more likely to make a purchase on their first visit, and their decisions are swayed more by price and inventory than by brands.

Holiday shoppers have lower bounce rates, and are more meaningfully engaged with particular items. They are also more likely to begin the purchase process, but more likely to abandon carts as well. This makes reactivation a key tool during the holidays.

Only 21% of customers that hadn’t made a purchase in the last four months could be reactivated; however, if customers were offered coupons, or received follow up messages, 37% would remain engaged after the holiday period ended.

Where do they consume media?5

69%Store flyers

35%Retail websites

27%Email promotions

31%TV Ads

E-TRONICAll in media devices

37.9% 31.6% 6.1% 4.3%

G/O Digital looked at the various social media platforms that social media users turn to for holiday shopping ideas, and found that most turn to Facebook and Pinterest. In fact, 37.9% of respondents said they are most likely to turn to Facebook for holiday shopping inspiration, and 31.6% said they are most likely to turn to Pinterest. Some respondents indicated that they turn to Instagram (6.1%) and Twitter (4.3%) for holiday shopping inspiration.

The best places to reach consumers:6

77%

37.9% 6.1%31.6% 4.3%

For promotional messaging:

For social media:

50%OFF

COUPON

Influenced by coupons and promotions

Go online to find better

prices/couponsdeals

50%OFF

COUPON

SALECOUPONdiscount

Plan to use store coupons

Transactions involving coupons and promotions

GIFT VOUCHER

100$

thank you fo

r shopping w

th us

Duis a

utem vel eum iri

ure dolor

56% 43% 33%

The types of messages/call to actions theyare most receptive to:

7

Polling by Signal found that overall, digital buyers wanted deals andpersonalization, no matter their mode of buying.

84% 54%Said retailers should

provide them with relevant discounts everywhere they

shopped

Said the same about

personalized experiences

APP

The most effective ways to get offers on consumers' mobile deviceswhile they are shopping for the holidays:

E-mail 40%

SMS/Text

19%

Notifications viaalready

installed app

16%

"Don't bother me,I'll search the web"

16%

Display ads

6%

Total retail ad spend 8

$1.236 million-9% change vs same period last year

Shoppers fall into 3 segments:

Shoppers are beginning theirholiday research earlier.

Research starts in August:

Majority shop between Cyber Monday and Christmas:

Holiday shopper audience insights9

Thanksgivingshoppers

Fallshoppers

Last-minuteshoppers1 2 3

Mobile device usage is increasing.

500,000Searches

+70% from the previous month

Ebay analysis from last year's holiday shopping season reveals there were almost

half a million searches on the site for Christmas during August, up 70% from the

previous month.

+9%from expectationsbefore the holiday

season began

40%

ChristmasCyber

Monday

According to a January 2017 survey of U.S. internet users by TrendSource, 40% of respondents said the

bulk of their holiday shopping occurred between Cyber Monday and Christmas. This represented a 9%

increase from expectations before the holiday season began.

Men are last-minute shoppers:

Price is most important:

Connected device usage for holiday shopping according to consumersin the U.S. by age group:

Best time of day to sendpush notifications:

51.2% 48.3% 5.2% 3.8%Said they expect to buy the

last holiday gift between Monday and Sunday

PwC’s survey data shows 87% of consumers say price

will be the prime factor in deciding what to buy this

holiday.

Not expecting to shell out for their final holiday

purchase until even after the Christmas holiday

?between

6 pm to 9 pmon weekdays

between

8 am to 6 pmduring weekends

18-29years

30-44years

65+years

45-64years

73% 76% 77% 72%

65% 60% 39% 20%

22% 32% 27% 20%

4% 4% 6% 17%

When U.S. consumers are most likely to buy holiday gifts:

Sources: CivicScience, Forrester, Marketing Week, eMarketer, Euromonitor, Papaya & Statista

Sources: eMarketer

Sources: Campaign Monitor, Statista & eMarketer

Sources: Statista

Sources: eMarketer

Sources: eMarketer & AdWeek

Sources: NRF & Statista

Sources: Deloitte & Statista

Sources: Statista & eMarketer

Digilant offers programmatic buying solutions and services designed for independent agencies and brands that are increasing their advertising spending. Using data science to unlock proprietary and complex audience data, Digilant enables brands to uncover ‘new’ customers and provide the actionable intelligence they need to compete across every important media channel. To learn more about Digilant, please contact us at www.digilant.com/contact

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