More than one third of U.S. online shoppers will likely buy products on Black Friday and Cyber Monday, per new survey from RTB House

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New consumer survey supports forecast that U.S. holiday sales will top $1 trillion for first time

New consumer survey supports forecast that U.S. holiday sales will top $1 trillion for first time

“With so many media stories and a blitz of promotions that put everyone in a buying mood over a longer time period, extending special deals so they’re a week-long event vs. a one-day sale can really boost revenues,” said Gary Burtka, VP of U.S. operations at RTB House.

RTB House, a global company that provides state-of-the-art marketing solutions for top brands worldwide, today announced the results of a fresh consumer survey that support a prediction by eMarketer, who predicted that U.S. holiday sales this season will climb to an all-time high of more than $1 trillion.

The RTB House survey found that 38 percent of American consumers are likely to purchase a product online during Black Friday and/or Cyber Monday. Of that group, 62 percent say they’re most likely to shop on Amazon during Black Friday/Cyber Monday.

The results are based off a consumer survey conducted via Google Surveys the week of Nov. 4th, 2019 of 1,000 U.S. consumers.

Other survey findings include:

  • Everyone is mobile, and brands must reach consumers wherever they are, whenever they are there. Of those likely to buy products online during the two-biggest holiday promotion days, customers are evenly split between purchasing on a smartphone (33%) or laptop (32%+), followed by desktop (20%+) and tablet (14%+).
  • Amazon is the clear winner for expected online purchases this year. More than 62 percent of consumers plan to shop on Amazon during Black Friday/Cyber Monday.
  • More than a quarter of shoppers say they’ll be searching for deals and will be ready to buy during Black Friday/Cyber Monday. Nearly 27 percent of consumers are likely to click on an offer via a digital ad and buy the product.
  • Black Friday and Cyber Monday are no longer confined to just a few days, but instead they’re spreading out research and purchases over a longer period. More than 28 percent of consumers start to research products in early November to buy them during Black Friday/Cyber Monday, more than 25 percent the week of Thanksgiving, eight percent the day before and more than 30 percent are online shopping the day of the two biggest holiday promotion days.

“With so many media stories and a blitz of promotions that put everyone in a buying mood over a longer time period, extending special deals so they’re a week-long event vs. a one-day sale can really boost revenues,” said Gary Burtka, VP of U.S. operations at RTB House. “Brands need to play to deal-minded consumers and consider offering them real-time discounts to spur impulse purchases, and they definitely need to go mobile to capture Millennials, who are big holiday spenders. Gen Y has trended up to purchases of more than $400 each since 2017.”

Overall, holiday sales represent about 20 percent of annual retail sales in the U.S., but that figure can be higher for some retailers, per the National Retail Federation. Hobby, toy and game stores report the highest share at about 30 percent.

According to RTB House’s own global data based on thousands of client campaigns, brands see about a 30 percent boost in new customers during Black Friday/Cyber Monday, and sales volumes during the holiday season increase by about 78 percent. Conversion rates from online ad banners also increase by about 3.5X during November because shoppers are ready to buy.

About RTB House:

RTB House is a global company that provides state-of-the-art marketing technologies for top brands worldwide. Its proprietary ad-buying engine is the first and only in the world to be powered entirely by deep learning algorithms, enabling advertisers to generate outstanding results and reach their short, mid and long-term goals.

Founded in 2012, the RTB House team is comprised of 500+ specialists in over 30 locations across the globe: New York, London, Tokyo, Singapore, São Paulo, Moscow, Istanbul, Dubai and Warsaw. It serves campaigns for more than 1,600 clients across EMEA, APAC and the Americas regions.

From 2018, after successfully deploying deep learning into 100 percent of its algorithms, RTB House develops two divisions, independent from R&D team, focused on leading innovation for MarTech solutions. The AI Marketing Lab provides an environment for inventing and advancing MarTech products. In addition, the Creatives Lab was created to investigate and improve the overall performance of creatives, as well as developing support for formats like dynamic display and video creatives that can be ultra-tailored to a client’s unique branding needs.

Media Contact:
Scott Samson
(415) 781-9005
scott@samsonpr.com

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