Rakuten Marketing: A guide to reaching global consumers during the 2018 shopping season
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Rakuten Marketing released a report titled “A Guide to Reaching Global Consumers During the Shopping Season,” analyzing consumer behavior during the holiday shopping season around the world. Asia Pacific The shopping behavior of consumers in different countries varies greatly. In Australia, 15% of consumers buy gifts for more than 11 people, while in Singapore and South Korea, 45% of consumers buy gifts for 2 people or less. Cheapness is popular in Singapore and South Korea, where 29% and 24% of consumers are likely to buy gifts during discount periods. Amazon Prime Day is very strong in China, with 52% of consumers buying gifts on this day. Influencer marketing is essential here, with 1/5 of Korean, 1/4 of Singaporean and 30% of Chinese consumers being influenced by influencer videos. China presents huge opportunities for British and American brands, with 61% of Chinese people being high spenders and 66% of Chinese consumers keen to buy European goods, especially cosmetics (29%) and fashion (21%). Key holiday gift shopping dates in Asia Pacific:
Europe Black Friday is starting to show strength, with a quarter of consumers in France (24%) and Germany (26%) buying gifts on this day. However, Cyber Monday is not yet popular, with only 9% and 16% of consumers in France and Germany buying gifts on this day, respectively. European consumers start giving gifts later than other regions, with three-fifths of consumers not having started buying gifts in July. Additionally, in-store shopping remains strong in Europe, with nearly a quarter of consumers in France (23%) and Germany (21%) searching the high street for the best deal. Europe is the most popular choice among international shoppers (40%), presenting a huge opportunity for European brands. Key holiday gift shopping dates:
USA 15% of consumers buy gifts for more than 11 people, and only 2/5 of consumers have started buying gifts in July. 66% of U.S. consumers buy gifts in their own country. 64% of consumers will not make gift purchasing decisions on site. More than one in five people surveyed would seek advice from ads about gift purchases. However, they may also see ads that are annoying. Key holiday gift shopping dates:
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