2012 HOLIDAY SHOPPING UNWRAPPED A LOOK AT HOW CONSUMERS ARE RESHAPING

THE BIGGEST RETAIL SEASON.

THE BIG PICTURE Online shopping has come of

age as more shoppers choose

to avoid the crowds and shop

from the comfort of home.

Social media played an even

bigger role this year, driving

peer recommendations and

new product discovery.

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WHO FELT THE MOST HOLIDAY CHEER?

Holiday online sales increased 15.2% over 2011.

In-store sales rose just 2.5%.

2011 2012

THIS SEASON’S 347 MILLION IN-STORE SHOPPERS PUT APPROXIMATELY 173.6 MILLION CARS ON THE ROAD.

1 comScore, http://www.comscore.com/Insights/Press_Releases/2013/1/2012_U.S._Online_Holiday_Spending_Grows_14_Percent_vs_Year_Ago_to_42.3_Billion. December 23, 2012. 2 Chase HolidayPulse. http://pulse.chasepaymentech.com/ January 9, 2013. Year-over-year sales growth for October 28 to December 25, 20123 ShopperTrak, “Holiday Season Ends on Positive Note for Retailers, According to ShopperTrak.” January 9, 2013.

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THE TOTAL DOLLARS SPENT ONLINE IN 2012 WOULD BUY EVERY PERSON IN CALIFORNIA, TEXAS AND FLORIDA TWO MINI-TABLETS.*

4, 5 (Holiday Season Total Spending vs. 2011) comScore, http://www.comscore.com/Insights/Press_Releases/2013/1/2012_U.S._Online_Holiday_Spending_Grows_14_Percent_vs_Year_Ago_to_42.3_Billion,” December 23, 2012.

*Based on average mini-tablet cost of $260.

Black Friday Cyber Monday$1 Billion

17%

$1.5 Billion

28%

2012 ONLINE SALES

increase over 2011

increase over 2011

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LINES ARE OUT. ONLINE IS IN.

CONVENIENCE IS KING. SOCIAL MEDIA SENTIMENT FOR IN-STORE SHOPPING WAS DOWN 43%.

6 SAP Social Media Analytics by Netbase, December 2012.7 2012 Holiday Season Total Spending vs. 2011. comScore, “2012 U.S. Online Holiday Spending Grows 14 Percent vs. Year Ago to $42.3 Billion,” January 9, 2013.8 U.S. Postal Service, FedEx, UPS websites accessed January 2013.

SHOPPERS PREFER TO LET THE

CHECKOUT COME TO THEM.ONLINE SALES ON FREE SHIPPING DAY (DEC. 17) ROSE 76%.

THERE WERE 1.2 BILLION PACKAGES SHIPPED IN 2012, ABOUT 3.8 PACKAGES FOR EVERY PERSON IN THE U.S.

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PHONES ARE BEGINNING TO REPLACE WALLETS.

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116 million U.S. consumers owned smart phones in 2012, which is 22.9 million more than in 2011 (93.1 million).

74% made purchases through their mobile devices (19% increase over 2011).

9 eMarketer.com, “The ‘Smartphone Class’: Always On, Always Consuming Content.” May 2, 2012.10 SapientNitro and GFK Roper, “Digitally Enabled Holiday Shoppers Expect More from their In-Store Shopping Experience,” December 19, 2012.11 http://www.insidemobileapps.com/2011/12/27/android-and-ios-downloads-more-than-double-on-record-breaking-christmas-day/, http://www.statisticbrain.com/christmas-tree-statistics accessed December 31, 2012.

THERE WERE 328 MILLION APPS DOWNLOADED ON CHRISTMAS DAY—9X THE NUMBER OF CHRISTMAS TREES SOLD IN 2012.

328 MILLION

APPS

2012

x9

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THEY SHOP BY TABLET, TWEETS AND PINS BEFORE THEY EVER REACH THE STORE.

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SOCIAL MEDIA ANALYSIS HELPED

RETAILERS GET INTO THE MINDS

OF CUSTOMERS.

12 SAP Social Media Analytics by Netbase, December 2012.13 O�erPop, The Impact of Social on Black Friday Sales, http://tumblr.o�erpop.com/post/37261582983/the-impact-of-social-on-black-friday-sales, January 9, 2013.14 http://Twitter.com accessed December 1, 2012.

THERE ARE 141.8 MILLION TWITTER USERS IN THE U.S. THAT’S NEARLY ONE OUT OF EVERY TWO PEOPLE.

Holiday shopping” received more than 14.8 million mentions on social media.

Use of social media campaigns was up 40% on Black Friday.

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FOR TODAY’S CONNECTED GENERATION, PERSONAL TIME IS MORE PERSONAL THAN EVER.

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Dig deeper into the 2012 holiday shopping season by downloading “What Social Media Teaches Us About Holiday Shopping: Social Media Listening Report.”

ARE YOU READY FOR NEXT SEASON’S SHOPPERS?

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