麦肯锡-2017年黑色星期五购物报告（英文）-2017-18页

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1、BlackFriday2017ShoppingReport:ConsumersentimentisridinghighAnannualsurveytobetterunderstandingchangingconsumerattitudestoBlackFridayandexplorehowtheyplantoshopforthe2017seasonExecutivesummaryMarkingtheunofficialstartoftheChristmasshoppingseason,BlackFridayfallsonthedayaftertheAmericanThank

2、sgivingpublicholiday–adaywhenUSretailerstraditionallyofferheftydiscountsdesignedtotemptfamiliesintostorestopickupbargains.Inrecentyears,UKretailershavefollowedtheleadoftheirUScounterparts,offeringin-storeandonlinepromotionsanddealsdesignedtocapturetheimaginationsandwalletsofconsumersinther

3、unuptoChristmas.Thisyear’sBlackFridayshoppingextravaganzafallson24November2017.AsretailersonbothsidesoftheAtlanticpreparetogearupfortheevent,theBlackFriday2017ShoppingReportprovidesdeepinsightsintoconsumerexpectationssurroundingBlackFriday–alongsideadetailedsnapshotoftheirshoppingintention

4、sandpotentialbehaviorsontheday.Thisyear’ssurveyexamines:•ConsumersentimenttowardBlackFriday–whetherconsumersintendtoshopand,ifso,theirmotivationsfordoingso•Thetopproductcategoriesconsumersproposetoshop–evaluatingwhat’strendingwithconsumersandhowmuchtheyanticipatespendingcomparedtolastyear•

5、Online,in-storeorboth–fuelledbythedrivetogetabargain,willtheconvenienceandeaseofdigitalchannelswinoutovershoppinginthephysicalstore?ThisisthesecondyearthatPeriscopebyMcKinseyhaspolledconsumerstoevaluatehowtheyplantoshoponBlackFriday.Inthisyear’ssurveywe’vegonedeeperthanbefore.Aswellasaskin

6、gconsumerstosharetheirviewsaroundpersonalizedmarketing,wealsoexploreifthe‘buyonline,pick-upin-store’omnichannelpropositionislikelytoincentivizeconsumersintomakinganonlineBlackFridaypurchasewithoneretaileroveranother.Astheindustrygetsreadytojump-startthisyear’sBlackFridaypreparations,thefin

7、dingsoftheBlackFriday2017ShoppingReportdeliverclearpredictionsonhowshopperswillbehaveontheday,togetherwithactionableinsightsthatcanhelpretailersleveragepotentialrevenueopportunitiesonwhathasbecomeonethemostsignificantshoppingeventsoftheyear.2Keyfindings:consum