It’s beginning to look a lot like record holiday sales
35%
Extended Black Friday deals spurred higher sales
51%
of consumers say they did more holiday shopping this November vs. last November
of consumers say they shopped Black Friday
deals before the actual day
In-store traffic has declined as Covid-19 surges ...
YoY change in US in-store foot traffic
... but store sales are still growing
Consumers say they shopped at an average of 3 stores in November and made trips once a week, both down from 2019. Yet they’re spending 3% more in stores than last year,
resulting in $264 billion in store sales last month.
More shoppers are trying
in-store pickup and curbside ...
Consumers who say they used buy online, pick up in store (BOPIS) or curbside in recent months:
Percentage of the time consumers report making additional in-store purchases when using BOPIS or curbside for nongrocery:
27%
16%
40%
21%
Grocery shopping
Nongrocery shopping
BOPIS
Curbside
… and expressing their joy
4/5
4.3/5
BOPIS satisfaction score
Curbside satisfaction score
Reasons for satisfaction go beyond safety
1. Short wait times—Order ready upon arrival
4. Fast—Speedier fulfillment than delivery
2. Affordable—Lower cost than delivery
5. Safe—Covid-19 precautions
3. Reliable—Accurate and complete orders
Mobile has seen the
greatest growth in traffic …
YoY growth of monthly visitors for top 20 retailers
Global pandemic declared
Aug 2019
Sep
Oct
Nov
Dec
Jan 2020
Feb
Mar
Apr
May
Jun
Jul
Aug
Sep
Oct
Nov
... but shoppers don’t always purchase there
Browsing platform
Purchasing platform
Purchased on desktop: 84%
Desktop
browser
9% In-store
4% Mobile and tablet
3% App
Mobile
and tablet
browser
Purchased on mobile and tablet: 64%
17% App
11% Desktop
8% In-store
Purchased on app: 80%
Apps
9% Mobile and tablet
8% In-store
3% Desktop
How can retailers delight customers in the new year?
Meet customers where they want
Continue to prioritize
in-store safety
Make their preferred channels profitable, rather than push them
to your preferences
Most consumers still enjoy shopping in stores
Keep delivery promises
Shoppers and gift recipients don't care about your supply chain challenges
Make BOPIS and curbside offerings more satisfying
to customers
Improve mobile
and desktop browser experience
These channels are here to stay
Not everyone will use your app
Sources: US Census Bureau; Bain Consumer Holiday Survey in partnership with ROIRocket (December 2020); Advan Research; Bain/Dynata US Covid-19 Consumer/Shopper Survey (October 2020); SimilarWeb; SensorTower
