[营销星球]贝恩咨询：2018年假日购物季零售业回顾报告

BAINRETAILHOLIDAYNEWSLETTERIssue5|2018?2019HOLIDAYRECAPANDTECHNOLOGYTRENDSFOR2019ByAaronCheris,DarrellRigbyandSuzanneTagerConsumerspropelledastellarholidayseason,withoverallretailsalesgrowinganestimated5.0%to5.2%,wellabovethe10-yearaverageof3.9%andjustbelowlastyear’s5.3%.In-storesalesaccountedformuchofthissuccess,increasingmorethan4%overlastyear.E-commercegrowthremainedstrong,withestimatedgainsof14%overlastyear.However,whiletheindustryresultsmetBain’sexpectations,winnersandlosersarediverging.Ascustomerdemandsheighten,whichretailerswillcontinuetowin?Inthisissue,weexaminedisruptivetechnologiesthatretailersaredeployingtodelightcustomersandwinsharein2019andtheyearstocome.2018holidayrecapEarlyestimatessuggestthatretailershadastellarholidayseasonin2018.ThoughtheUSgovernmentshutdownhasdelayedtheCensusBureau’sestimateofDec