Join us to hear more from Andrew Lipsman, eMarketer principal analyst at Insider Intelligence, as he unpacks our US holiday forecast for retail, ecommerce, and key shopping days in our upcoming live Meet the Analyst Webinar, "US Holiday Predictions: How Cyber Five, Top Retailers, and Product Categories Will Perform.”
If you want to know which retailers are going to win the 2021 holiday season, start with mobile apps. As the connective tissue between brick-and-mortar and ecommerce shopping experiences, mobile apps are a great proxy for which retailers are in the best position to win during the holiday season.
Our September 2021 holiday survey, conducted with Bizrate Insights, asked consumers which mobile retail apps they had downloaded on their smartphones and which apps they expected to use for holiday purchases. (While consumers tend to overstate future spending expectations in surveys, the relative percentages across retailers are useful directional indicators.)
Here are some highlights from the survey:
In our recent Holiday Shopping 2021 report, we outline key dynamics that will determine the season’s winners, including pandemic habit formation (Amazon, Etsy), click-and-collect leaders (Walmart, Target, Best Buy), and power brands (Nike, Lululemon). In each case, their mobile apps both support and reinforce their prime positioning to win more than their fair share of holiday purchases.
Retailers that don’t need to work as hard to win the consumers’ attention and share of wallet will deliver growth and profits. Those highly dependent on paid customer acquisition will see their bottom lines squeezed. If you want to know which retailers go into the holidays with an edge on the competition, look no further than their mobile apps.