Last-Minute Shopping is on the Rise & Black Friday Spending is
ATLANTA–(BUSINESS WIRE)–Cardlytics, a purchase-based data intelligence platform, has released a
new report revealing key consumer shopping trends for the upcoming
holiday season. The report incorporates transaction history data from
millions of U.S. consumers to provide retailers with unique insights as
they prepare for the increasingly competitive selling season.
The extensive study found that American consumers are procrastinating
more than ever with their holiday shopping. In the final week before
Christmas 2014, consumers spent 12.2 percent more overall and 26.6
percent more online when compared to the same week in 2013.
As more U.S. holiday shoppers take advantage of reliable shipping and
last-minute sales, Black Friday spending is shrinking. Black Friday 2014
dropped in share of holiday spend by 0.8 percentage points whereas the
week before Christmas increased by 2.0 percentage points.
Using insights drawn from bank transaction data, Cardlytics segments
shoppers into four distinct profiles for retailers to take special note
Early Birds – The smallest segment of holiday shoppers, Early
Birds make up 17 percent, shopping from October 30 to November 19,
sacrificing deals for a greater degree of efficiency. The Early Birds
generally spend the least every year, but have the highest average
individual transaction size at $74.76.
Black Friday Deal Hunters – Making up the second largest
segment, Black Friday Deal Hunters account for 26 percent of holiday
shoppers, as they hunt from November 20 to December 10 and are most
willing to splurge on great door buster promotions. With the average
transaction reaching $67.95, Black Friday Deal Hunters jump on Black
Friday deals and are most easily drawn by attractive promotions.
Last-Minute Shoppers – The largest holiday shopping segment is
the Last-Minute Shoppers, a group of consumers who make up 36 percent
of total holiday shoppers and do their gift buying between December 11
and December 31, but spend more than their counterparts by visiting
stores more frequently as the holiday deadline looms. Last-Minute
Shoppers contribute to 34 percent of overall holiday spending, with an
average transaction of $64.34.
Slow and Steady – Comprised of 21 percent of holiday shoppers,
the Slow and Steady consumers shop consistently throughout the season,
taking advantage of deals as they arise. As patient comparison
shoppers, these consumers are willing to purchase from a wider variety
of distinct retailers. With an average transaction size of $58.18,
these shoppers hold 26 percent of the yearly spend.
“As more consumers spend their holiday budgets closer to Christmas, the
challenge for retailers is to engage shoppers at every opportunity,”
said Dani Cushion, Chief Marketing Officer, Cardlytics. “Retailers
should plan accordingly and adjust their strategy to offer variety in
their deals, specifically targeted to each shopper profile throughout
the holiday season.”
Additional insights and actionable takeaways to maximize this year’s
holiday retail strategy can be found in the full report here.
Cardlytics® is a purchase-based data intelligence platform that makes
marketing more relevant and measurable. Our patented technology measures
and connects trillions in purchases to millions of consumers. We partner
with major financial institutions, including Bank of America, Lloyds
Banking Group and FIS, to provide Card-Linked Loyalty programs, which
deliver savings to customers and revenue to banks, securely and without
any personally identifiable information ever leaving the bank. Our view
into consumer spending, and purchase-based targeting and measurement,
helps thousands of companies in the US and UK connect advertising
directly to in-store sales lift. Cardlytics is a private company that
has raised more than $170 million from leading hedge and venture funds,
private investors, and from a leading global loyalty company, Aimia.
Headquartered in Atlanta, Cardlytics also has offices in London, New
York, Chicago, and San Francisco. For more information, visit www.cardlytics.com.
ICR Inc. for Cardlytics