Holiday Shopping 2018

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The holiday shopping season continues to be the biggest shopping event of the year. According to the NRF (National Retail Federation), 2018 holiday sales are expected to increase between 4.3 and 4.8 percent over 2017. Television has the highest time spent and the largest influence on consumers over all other media platforms, and according to TVB’s 2018 analysis, the programming of choice during the holiday season is on broadcast TV. Additionally, retailers can drive increased holiday consumer spending by using local broadcast TV to target in-store and online shoppers.

Some major 2018 holiday season insights are:

  • Holiday sales are expected to increase 4.3 to 4.8% for a total of $717.5 billion to $720.9 billion in 2018, up from $687.9 billion in 2017.
  • Planned holiday spending per household in 2018 is projected to be $967.
  • Lowest Price is the top reason consumers are likely to spend more with a retailer during this time (67%), followed by Free Shipping (64%).
  • In-Store and Online shoppers are equally important to retailers this holiday season.
  • Television and the Internet often complement each other – TV influences online traffic and search selections.
  • Broadcast television delivers top ratings & reach during the holiday shopping period.
  • It’s important to target holiday shoppers based on geographic hot zones and capitalize on each market’s uniqueness.
  • Broadcast TV delivers key categories within consumers’ wish list.


Source: NRF Historical Holiday Sales and 2018 Forecast


Source: OpenX 2018 Consumer Holiday Shopping Report

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