This episode provides an exclusive preview of eMarketer's 2020 holiday forecast, highlighting critical factors influencing consumer behavior and retail strategies. It offers a deep dive into projected e-commerce growth versus brick-and-mortar declines, and prepares retail operators for unprecedented challenges like "Shipageddon" and "Returnageddon." Operators will gain actionable insights to navigate a highly uncertain holiday shopping season.
Key takeaways
E-commerce is projected to surge by 35.8% to $190 billion in 2020, adding $50 billion in sales compared to the previous year, while brick-and-mortar sales are expected to decline by 4.7%.
Retailers should proactively manage shipping and logistics challenges, dubbed "Shipageddon," by encouraging early holiday shopping to mitigate potential delays and capacity issues.
Prepare for "Returnageddon" by optimizing return processes and policies, as the surge in e-commerce sales will inevitably lead to a higher volume of returns.
Analyze category-specific performance to identify potential winners and losers; tailor merchandising and marketing efforts to capitalize on growing segments and mitigate risks in declining ones.
Understand that the "Cyber 5" period (Thanksgiving through Cyber Monday) will still be crucial, but consumer behavior shifts necessitate flexible and adaptable strategies beyond just these peak days.
EP241 - Holiday Preview with eMarketer's Andrew Lipsman Andrew Lipsman (@alipsman) is the Principal Analyst for retail and e-commerce for eMarketer. In this episode, Andrew gives listeners an advanced preview of eMarketer's holiday forecast, and we do a deep dive into all the factors that will play into this holiday season. This holiday season may have more uncertainty for brands and retailers than any other holiday season in our lifetime, so it's well worth the listen. This is an exclusive preview of one of the most anticipated holiday forecasts in the industry. Key Topics: Vectors that influence holiday forecasts The forecast Shipageddon Can retailers pull holiday in early? How will the cyber-5 play out Returnageddon Category winners and losers Retail winners and losers How to follow the season eMarketer Holiday 2020 Forecast Total retail +0.9% to $1.013 trillion Ecommerce +35.8% growth to $190B (+ $50B in ecommerce sales vs. last year) Brick-and-mortar -4.7% to $823B Don't forget to like our facebook page, and if you enjoyed this episode please write us a review on itunes. Episode 241 of the Jason & Scot show was recorded live on Tuesday, October 21, 2020. http://jasonandscot.com Join your hosts Jason "Retailgeek" Goldberg, Chief Commerce Strategy Officer at Publicis, and Scot Wingo
What does this episode say about retail & omnichannel?
E-commerce is projected to surge by 35.8% to $190 billion in 2020, adding $50 billion in sales compared to the previous year, while brick-and-mortar sales are expected to decline by 4.7%.
What does this episode say about supply chain & operations?
Retailers should proactively manage shipping and logistics challenges, dubbed "Shipageddon," by encouraging early holiday shopping to mitigate potential delays and capacity issues.
What does this episode say about analytics & attribution?
Prepare for "Returnageddon" by optimizing return processes and policies, as the surge in e-commerce sales will inevitably lead to a higher volume of returns.
What does this episode say about dtc strategy?
Analyze category-specific performance to identify potential winners and losers; tailor merchandising and marketing efforts to capitalize on growing segments and mitigate risks in declining ones.
What does this episode say about retail & omnichannel?
Understand that the "Cyber 5" period (Thanksgiving through Cyber Monday) will still be crucial, but consumer behavior shifts necessitate flexible and adaptable strategies beyond just these peak days.
