How can brand managers use this information to increase their consumer engagement for the
2019 holiday season?
1. The amount of online holiday shopping during the “cyber 5” period continues to increase,
with 2018’s cyber five period resulting in about 20% of all holiday shopping revenue.
2. This year’s must-haves on Black Friday were laptops, LOL Surprise dolls, Fingerlings (a
mini plush monkey toy), Let’s Go Pikachu! for Nintendo Switch, and God of War (another
video game). These top five selling products were much different than the top five of
Black Friday 2017, which consisted of Apple Airpods, Sony PlayStation VR, Oculus,
Google Home and HTC Vive.
3. More people than ever are buying holiday gifts directly from their phones instead of
logging onto a computer and ordering from there.
4. In order to help shoppers find coupons and make the mobile shopping experience
seamless, users download a variety of apps to assist them during the holiday season.
The top downloaded applications were interestingly a nice mix of traditional retailers as
well as online-only retailers
5. Year-over-year, 2018’s online holiday shopping season saw a 19% increase in
consumer spending. Consumer confidence is still at its highest levels since the Great
Recession, and if that confidence remains high throughout the year, then we could see
another robust holiday shopping season for 2019.
With the continued increase in online spending during the holiday season, there is even more
opportunity for brands to strengthen loyalty with their consumers. Brands can create a
promotion that coincides with the cyber 5 period, or the entire holiday shopping season as a
whole. We’ve learned customers want everything with the touch of a finger, that’s why mobile
spending has is grown. Why not meet their consumer needs, and create a loyalty app? We’ve
also learned which apps shoppers are using to make purchases during the holidays, so now
brands can target paid advertisements to get their attention. Or, if you’re looking to increase in-
store engagement for 2019, you can have customers “check-in” to a location and gain entry into
a sweepstakes or reward them with a purchase incentive for visiting your store.
The possibilities are endless.
Overall, if consumers have the confidence and capacity to spend during 2019 holiday season,
the forecast looks promising for e-commerce sales. Especially if brands can seize the
opportunity to truly engage their consumers with a meaningful holiday promotion. It’s never too
early to start planning. Click here if you’re interested in learning more.