2022 shopping season hot sales industry data
For cross-border sellers, the two months at the end of the year are sprint carnival months, Thanksgiving, Black Friday, Cyber Monday, Christmas… It is the time for foreign consumers to purchase in large quantities, just like preparing for the New Year in advance. With a lively atmosphere.
Today, I would like to share with you some data and trends of various industries in the 2022 shopping season. I hope that we will have a clearer understanding of the situation of various industries together during the coming big promotion time, so as to better improve conversion efficiency!
Consumer Profiles During Shopping Season
According to Google Trends, we know that retail search volumes in various categories are increasing this year, with an average range of more than 5%.
Even though it is currently affected by inflation, consumers are full of excitement for the upcoming festival. More than 60% of consumers participate in holiday gatherings with family and friends, and the demand for shopping is increasing day by day.
More than 34% of consumers will shop for festive toys during the holidays, while 32% are willing to shop for new clothes to decorate themselves or give to friends during the holidays, and more than 30% are planning to buy electronic products during big sales.
More than 63% of consumers are more willing to shop during the November-December holiday season. It can be said that the sense of atmosphere has become stronger and stronger!
Data of various categories
1) Apparel industry
According to Google Trends data, the growth of clothing searches this year has slowed down compared to last year, but in view of the strong atmosphere of the festival, consumers will not be stingy in dressing themselves up and giving gifts. More than 60% of consumers said they would buy more than last year. And for festival socializing.
In the survey of the reasons for buying new clothes, 44% believe that updating the style is more important, 38% use it as a gift, and about 23% use it for party activities.
Affected by the economy, price will be an important factor for consumers to consider shopping, and daily low prices or seasonal promotional prices will be the first choice.
Then the suggestion for the holiday delivery plan is to launch as early as possible and maximize the reach of all channels, upgrade broad matching to capture shopping intentions; use video display to convert early through shoppable media; increase sales by maximizing the effectiveness of campaigns.
2) Electronic products
78% of consumers will research the products they have bought before purchasing electronic products, 50% will research product link reviews and reviews on YouTube, and some will search for related product information.
Compared with purchasing, consumers pay more attention to the replacement of accessories during the shopping season this year, accounting for 31%, 24% of consumers will pay attention to shopping for earphones, and 19% of consumers will pay attention to smart furniture equipment and computers respectively. Platform purchases.
Compared with previous years, electronic products have been colder this year, but it is also a good choice to do a good job in accessories sales. Then, the suggestion for holiday planning for electronic products is to enhance brand value, increase exposure and reach rate as soon as possible, create differentiation, and acquire and convert more customers through campaigns that maximize the effect.
3) Jewelry
Jewelry has seen a general increase in demand in recent years. Compared with the past, this year’s shopping season has a 35% increase in searches, and more than 38% of consumers pay attention to jewelry product information during the shopping season.
According to Google Insights, currently 82% of jewelry searchers are planned purchasers for the shopping season, 58% of them are women, and 42% are consumers who are parents. The age is generally 25-44 years old, which belongs to the group with high spending power.
The purpose of consumption is more than 46% to buy for oneself, 24% to buy for others, and 34% to buy for family.
The holiday suggestion for the jewelry category is that in addition to multi-channel marketing, it is necessary to lay the groundwork for general keywords to attract consumers who are still considering placing orders.
Holiday Marketing Strategy
Cross-border e-commerce sellers should make adjustments to off-site placements, adjust bidding and budgets, and strive for more traffic to increase conversions.
In terms of the marketing conversion funnel:
- At the level of exposure and reach
Do a good job in displaying advertisements and discovering the optimization of advertisements;
- Consumer intention stage
Through video ads, search ads, video action ads to increase the chance of search exposure, multiple exposures;
- Action phase
Achieve conversion of users through effect maximization campaigns and other advertisements;
- Repurchase stage
Send coupons through in-site messages, and re-reach advertising to enhance consumers’ desire to buy.