AUSTIN, Texas, Dec. 1, 2016 /PRNewswire/ -- RetailMeNot,
Inc. (NASDAQ: SALE) today announced consumer and retail marketing
trends following the Thanksgiving to
Cyber Monday shopping weekend. As released by Adobe, data showed
both Black Friday and Cyber Monday broke sales records this year.
Additionally, RetailMeNot, a leading digital savings destination
connecting consumers with retailers, restaurants and brands online
and in-store, was listed by Adobe as an example of a top promotion
driver that helped increase sales to retailers this past
weekend.
Retailer Promotional Trends
According to internal data from the RetailMeNot Promotions
Index, RetailMeNot identified the following trends among retailers
issuing promotions via its platforms:
- Of more than 400 major retailers offering promotions via
RetailMeNot, 70% started promoting Black Friday deals before
Thanksgiving
- On average, retailers had Black Friday–related promotions
running for a 10-day period
- Among RetailMeNot's top 100 promotions on Black Friday, there
was a 43% year-over-year increase in retailers issuing omnichannel
offers
- Cyber Monday saw a 33% increase in omnichannel offers
- Omnichannel offers received the highest engagement from
RetailMeNot consumers
"There is a new Thanksgiving to
Cyber Monday retail strategy: it's powered by promotions, it's
omnichannel and promotions are on the market longer. The general
trend we saw from retail marketers was early, omnichannel
promotions that lasted through Cyber Monday," said Marissa Tarleton, chief marketing officer,
North America for RetailMeNot,
Inc. "Retailers sought to capture market share early, with a focus
on driving e-commerce sales on Thanksgiving and Black Friday, which have
traditionally been big days for in-store. We also saw retailers get
creative with offering stackable discounts."
RetailMeNot Black Friday Data
- Based on over 100,000 in-store and online deals experienced by
RetailMeNot shoppers, the discount of percentage-off promotions
averaged 34% on Thanksgiving and
Black Friday
- The average per-purchase savings reported by RetailMeNot
consumers on Black Friday increased by 11% year-over-year to
$24.50
- 77% of traffic activity on RetailMeNot came through a mobile
channel on Black Friday
- Designer clothing, clothing and personal services categories
showed the biggest increases in Black Friday percentage-off deals,
and they are new to topping the list
RetailMeNot Cyber Monday Data
- Based on over 100,000 in-store and online deals experienced by
RetailMeNot shoppers, percentage-off promotions averaged 27% on
Cyber Monday
- The average per-purchase savings reported by RetailMeNot
consumers on Cyber Monday decreased by 14% to $18.06 on a per-purchase basis
- 61% of traffic activity on RetailMeNot came through a mobile
channel on Cyber Monday
- Food and entertainment, personal services and home and garden
categories showed the biggest increases in Cyber Monday
percentage-off deals, and they are new to topping the list
In aggregate, percentage-off deals, including coupons,
promotional codes and sales, were larger than consumers experienced
in 2015 from Thanksgiving through
Cyber Monday by 1.8% (26.3% savings in 2016 versus 25.81% savings
in 2015).
"RetailMeNot data has shown that most consumers begin their
holiday shopping well in advance of Black Friday," said Tarleton.
"The fact that retailers are following suit by optimizing deals and
incenting consumers prior to Black Friday is a win for retailers
and consumers alike."
RetailMeNot also surveyed shoppers via MFour geo-location
technology on their mobile devices after shopping in a store or
mall from Thanksgiving through Cyber
Monday. Nearly 70% of consumers who shopped in-store during that
time also shopped online. Additional trends from the survey
include:
Deal-Seeking Behavior
- Nearly 60% (57%) of shoppers surveyed over the weekend rated
the deals they experienced in-store as above-average
- Almost 80% (78%) of shoppers searched for deals in advance of
heading to a store
- Close to 70% (69%) of shoppers used an app to find
deals
- The vast majority—82%—bought something using a promotion
- Nearly 70% (69%) of shoppers said the best deals they found
were for clothing and shoes
- Non-RetailMeNot app users were most likely to spend less than
$100 on gifts from Thanksgiving through Cyber Monday, while
RetailMeNot app users were most likely to have spent between
$101 and $250
Shopping Trends
- 75% of respondents were shopping for themselves
- Nearly 50% were shopping for a significant other
- 39% were shopping for their children
- 10% of shoppers said they will do the majority of their holiday
shopping on their smartphone
- 50% responded that most of their holiday shopping will happen
in a physical store
"Promotions are driving the success of the season, and retailers
used the holiday weekend to promote new categories that we haven't
typically seen during this time," said Tarleton.
About RetailMeNot, Inc.
RetailMeNot, Inc. (http://www.retailmenot.com/corp/) is a
leading digital savings destination connecting consumers with
retailers, restaurants and brands, both online and in-store. The
company enables consumers across the globe to find hundreds of
thousands of digital offers to save money while they shop or dine
out. During the 12 months ended September 30, 2016,
RetailMeNot, Inc. experienced over 675 million visits to its
websites. It also averaged 19.2 million mobile unique visitors per
month during the three months ended September 30, 2016.
RetailMeNot, Inc. estimates that approximately $4.8
billion in retailer sales were attributable to consumer
transactions from paid digital offers in its marketplace in 2015,
more than $600 million of which were attributable to its
in-store solution. The RetailMeNot, Inc. portfolio of websites and
mobile applications includes
RetailMeNot.com in the United States; RetailMeNot.ca
in Canada; VoucherCodes.co.uk in the United
Kingdom; retailmenot.de in Germany; Actiepagina.nl
in the Netherlands; ma-reduc.com and Poulpeo.com
in France; RetailMeNot.es in Spain; RetailMeNot.it
in Italy; RetailMeNot.pl in Poland; and GiftCardZen.com
and Deals2Buy.com in North America. RetailMeNot, Inc. is
listed on the NASDAQ stock exchange under the ticker symbol
"SALE."
MFour Survey Methodology:
The RetailMeNot, Inc. November
2016 survey was conducted by MFour between November 24 and 28, 2016, among 1,500
nationally representative Americans ages 18 and
over. RetailMeNot, Inc. utilized MFour's geo-location
technology to intercept and survey U.S. consumers walking out of
the top 1,000 shopping malls in America. Once geo-located,
participants chose to opt-in and complete a mobile survey on their
Surveys on the Go® app.* Results of any sample are subject to
sampling variation. The magnitude of the variation is measurable
and is affected by the number of interviews and the level of the
percentages expressing the results.
*Delivered on MFour's Surveys On The Go® app, Geo-Intercepts
feature proprietary GPS technology: GeoFencing, GeoValidation®,
GeoIntensity® and GeoNotification®. GeoFencing identifies a
boundary around a venue and the app tracks when users enter or exit
the area. GeoValidation® verifies the location from a satellite and
GeoIntensity® focuses in on the targeted venue to within 10 meters.
GeoNotification® push-notifies users through their smartphone that
a survey is available.
Media Contact
RetailMeNot, Inc.
Michelle Skupin
(808) 224-3215
mskupin@rmn.com
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SOURCE RetailMeNot, Inc.