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1、GUESSWHO...UNWRAPPINGTHEGLOBALHOLIDAYGIFTSHOPPERAGuidetoReachingGlobalConsumersForPeakSeason1IntroductionHAPPYHOLIDAYS!Soundtoosoon?Forsomeofus,certainly.WhileitistemptingtodelaymarketingcampaignstargetingholidayshoppersuntilQ4,thefactisthatatbothagloba
2、landUKlevel,almosthalf(48%)ofshoppershavestartedbuyingpresentsfortheholidaysbyJuly,themidstofsummer.ThisisoneofthecorefindingsofRakutenMarketing’slatestresearchintothe‘HolidayGiftShopper’profile,commissionedamongmorethan6,000consumersineightmarketsacros
3、sAmerica,EuropeandAPAC.Heighteneddemandsoearlyintheyearisanexcitingprospectbutfiguringoutwhetherproductsarebeingpurchasedasgifts,whereintheworldthedemandiscomingfromandidentifyingthelocalnuancestheyshouldbeawareofisatrickybusiness.Tohelpmakecommunicatio
4、nwithholidaygiftshoppersmorerelevant,thefollowingguidewillprovideinsightsthatwillallowmarketerstointerrogateandactuponreal-lifecustomerbehaviour.RAKUTENMARKETING
5、GUESSWHO...UNWRAPPINGTHEGLOBALHOLIDAYGIFTSHOPPER2SpottingIFYOUDOTHREETHINGSTODAYbehaviours1
6、.ForconsumersinAPAC–aparticularlylargeandcomplexregion–adoptamarket-by-marketapproachtocaterforthedifferencesbetweencountries.ShoppingdayscurrentlymorepopularinAPACthanotherregions–suchasSingles’DayandDouble12–Globally,themostpopulartypeofshopperisalsoo
7、neofthepresentahugeopportunitytodrivegiftpurchasesfromhere.Ifhardesttospot.The‘SporadicShopper’(23%)buysgiftsyoudonothaveknowledgeofthecomplexitiesofthesemarketsthroughouttheyearregardlessofanysales.Oneoftheeasiestin-house,workwithamarketingpartnerwhoha
8、sanetworkoftypestospot-the‘LastMinuteShopper’(15%)-istheexpertsontheground.leastcommon.ThenumberofSporadicShoppersmaywellbearesultofthe2.numberofpeopleholidayshoppersarebuyingfor.IntheUSandAustralia,15%ofrespondentsarelookingtobuygiftsforover11Allocatey
9、ourpercentageofadspendacrosstherelevanttimesofpeople.ThisisastarkcontrasttomarketssuchasSingaporeandyeartoattractholidayshoppersoutsidethepeakperiod.Globally,Korea,where45%arelookingtobuyfortwoorfewer.only15%ofshoppersare‘LastMin
