Are consumers spending more for Holiday In-Store or Online? During the Black Friday and Cyber Monday weekend, which of the two are getting the lion's share? We've been watching this for the past five years through a Share of Wallet survey during the seven weeks surrounding the big weekend. The purpose is to see what respondents are spending for gifts at the top retailers. The data provides insights to our retail clients, so they can tie results to their ad effectiveness results. We hope it is also useful to you. This year's survey covered 14,110 respondents, or roughly 2,000 per week over seven weeks.
Overall ABX Share of Wallet Results
In-Store VS Online Spending over Seven-Week Holiday Period
We were very surprised to see this chart, which contrasts In-Store shopping by Males, Females and their average. Male respondents claimed they spent much more than Females in 2019, likely because they are buying larger items in electronics or perhaps jewelry.
In-Store and Online Spend by Brands for 2019There were small changes between the retailers year to year, but nothing significant enough to report. Walmart (32%) leads in-store gift purchases by a 3:1 margin over Target (11%); Best Buy (13%) is second with Kohl’s and Macy’s (9%) tied for 4.th Sears and JC Penney are at (6%). To see how these share numbers relate to ad creative, see our last post, "Best Retail Ads of the Year? Why?"
Below, for Online, Amazon (44%) dominates online spending with Walmart (12%) second and Macy’s / Target / Kohl’s / Best Buy at half Walmart’ share at 6%.
How the ABX Testing is Done
ABX provides ad effectiveness scores from human respondents against 14 variables and in all media types. ABX Index values are a comparison of the results of an ad versus the average of all ads in the ABX database (160,000+ ads). Click for more information about definitions and methodology.
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And There's More ...
ABX is also offering an e-book, “Four Key Performance Indicators to Decrease Advertising Investment Risk & Build ROI," which shares insights gained from the world’s largest database of bench-marked ads. With this e-book, you will learn the characteristics of powerful ads and how your ads can be more successful in driving results.