With Gen Z Planning to Spend More This Holiday Season, Retailers Intensify Focus on AI, Social Media, and Deep Discounts
Fiverr International (NYSE: FVRR) has released research on retailers' readiness for the upcoming holiday season. The survey, conducted globally, reveals that Gen Z is planning to spend more this holiday season, prompting retailers to focus on AI, social media, and deep discounts. Key findings include:
- 70% of retailers are investing in AI
- 39% in social media ads
- 35% in influencer marketing
- 33% in email marketing
- 29% in SEO
The research also highlights that 53% of surveyed businesses don't consider competition from larger e-commerce brands as a challenge. Inflation remains the primary concern for 48% of global respondents. Notably, 43% of Gen-Zers plan to spend more this holiday season, with 34% using TikTok shop for gift ideas.
Fiverr International (NYSE: FVRR) ha pubblicato una ricerca sulla preparazione dei rivenditori per la prossima stagione delle festività. L'indagine, condotta a livello globale, rivela che la Gen Z prevede di spendere di più in questo periodo festivo, spingendo i rivenditori a concentrarsi su AI, social media e sconti profondi. Le principali scoperte includono:
- Il 70% dei rivenditori sta investendo in AI
- Il 39% in annunci sui social media
- Il 35% nel marketing degli influencer
- Il 33% nel marketing via email
- Il 29% in SEO
La ricerca evidenzia anche che il 53% delle aziende intervistate non considera la concorrenza dei grandi marchi di e-commerce come una sfida. L'inflazione rimane la principale preoccupazione per il 48% dei rispondenti globali. È interessante notare che il 43% della Gen Z prevede di spendere di più in questo periodo festivo, con il 34% che utilizza TikTok shop per idee regalo.
Fiverr International (NYSE: FVRR) ha publicado una investigación sobre la preparación de los minoristas para la próxima temporada navideña. La encuesta, realizada a nivel global, revela que la generación Z planea gastar más esta temporada navideña, lo que lleva a los minoristas a centrarse en IA, redes sociales y grandes descuentos. Los hallazgos clave incluyen:
- El 70% de los minoristas están invirtiendo en IA
- El 39% en anuncios en redes sociales
- El 35% en marketing de influencers
- El 33% en marketing por correo electrónico
- El 29% en SEO
La investigación también destaca que el 53% de las empresas encuestadas no considera la competencia de las grandes marcas de comercio electrónico como un desafío. La inflación sigue siendo la principal preocupación para el 48% de los encuestados a nivel mundial. Cabe destacar que el 43% de los de la Generación Z planea gastar más esta temporada navideña, con el 34% utilizando TikTok shop para ideas de regalos.
Fiverr International (NYSE: FVRR)는 다가오는 연휴 시즌에 대비한 소매업체들의 준비 상태에 대한 연구를 발표했습니다. 전 세계적으로 실시된 설문 조사에 따르면, Z세대는 이번 연휴 시즌에 더 많은 돈을 쓸 계획이라고 하며, 이는 소매업체들이 AI, 소셜 미디어 및 대폭 할인에 집중하도록 유도하고 있습니다. 주요 발견 사항은 다음과 같습니다:
- 소매업체의 70%가 AI에 투자하고 있습니다
- 39%가 소셜 미디어 광고에
- 35%가 인플루언서 마케팅에
- 33%가 이메일 마케팅에
- 29%가 SEO에 투자하고 있습니다
조사는 또한 조사된 기업의 53%가 대형 전자 상거래 브랜드의 경쟁을 도전으로 간주하지 않는다고 강조합니다. 인플레이션은 전체 응답자의 48%에게 주요 문제로 남아 있습니다. 특히, Z세대의 43%가 이번 연휴 시즌에 더 많은 돈을 쓸 계획이며, 34%는 선물 아이디어를 위해 TikTok 쇼핑을 이용할 예정입니다.
Fiverr International (NYSE: FVRR) a publié une recherche sur la préparation des détaillants pour la prochaine saison des fêtes. L'enquête, menée à l'échelle mondiale, révèle que la génération Z prévoit de dépenser davantage cette saison, incitant les détaillants à se concentrer sur l'IA, les réseaux sociaux et les remises profondes. Les principales conclusions incluent :
- 70% des détaillants investissent dans l'IA
- 39% dans les publicités sur les réseaux sociaux
- 35% dans le marketing d'influence
- 33% dans le marketing par e-mail
- 29% dans le SEO
La recherche souligne également que 53% des entreprises interrogées ne considèrent pas la concurrence des grandes marques de commerce électronique comme un défi. L'inflation reste la préoccupation principale pour 48% des répondants mondiaux. Notamment, 43% de la génération Z prévoient de dépenser plus cette saison, avec 34% utilisant TikTok shop pour des idées de cadeaux.
Fiverr International (NYSE: FVRR) hat eine Forschung zur Bereitschaft der Einzelhändler für die bevorstehende Feiertagssaison veröffentlicht. Die weltweit durchgeführte Umfrage zeigt, dass die Generation Z plant, in dieser Feiertagssaison mehr auszugeben, was die Einzelhändler dazu veranlasst, sich auf KI, soziale Medien und große Rabatte zu konzentrieren. Zu den wichtigsten Ergebnissen gehören:
- 70% der Einzelhändler investieren in KI
- 39% in soziale Medienwerbung
- 35% in Influencer-Marketing
- 33% in E-Mail-Marketing
- 29% in SEO
Die Forschung hebt auch hervor, dass 53% der befragten Unternehmen die Konkurrenz durch größere E-Commerce-Marken nicht als Herausforderung ansehen. Inflation bleibt für 48% der globalen Befragten die Hauptsorge. Bemerkenswert ist, dass 43% der Gen-Z-Personen planen, in dieser Feiertagssaison mehr auszugeben, wobei 34% TikTok-Shop zur Ideenfindung für Geschenke nutzen.
- 70% of retailers are investing in AI to streamline operations and enhance customer experience
- 43% of Gen-Zers are planning to spend more this holiday season
- 53% of surveyed businesses don't consider competition from larger e-commerce brands as a challenge
- 57% of U.S. retailers surveyed are investing in social media ads to reach target audiences
- Over 80% of businesses are now offering discounts on their products to satisfy deal-hunters
- 48% of global respondents cite inflation as their primary challenge
- A third of retailers surveyed cite staffing shortages ahead of the holiday season
Insights
This holiday season presents a unique landscape for retailers, especially concerning Gen Z consumers. With
- Social media dominance:
34% of Gen Z use TikTok Shop, while25% rely on influencer recommendations. - AI integration:
68% of retailers are implementing AI, with41% using it to expedite work. - Discount focus: Over
80% of businesses are offering discounts, up from55% last year.
These trends indicate a shift towards digital-first, AI-enhanced strategies to capture the Gen Z market. Retailers must balance technological innovation with traditional values like product quality and shipping speed to maximize holiday sales potential.
The survey reveals promising trends for retailers, particularly in relation to Gen Z consumers. Key financial implications include:
- Increased spending:
43% of Gen Z planning higher holiday expenditures could boost revenues. - AI investment:
70% of retailers investing in AI may see improved operational efficiency and reduced costs long-term. - Competitive landscape: Only
53% of smaller retailers view large e-commerce as a challenge, suggesting a more level playing field.
However, inflation remains a significant concern for
The retail tech landscape is evolving rapidly this holiday season:
- AI adoption:
68% of retailers implementing AI shows a significant shift towards automation and data-driven decision-making. - Social commerce: TikTok Shop's popularity among Gen Z (
34% usage) indicates the growing importance of social media integration in e-commerce platforms. - Personalization:
35% of retailers embedding AI throughout the customer journey suggests a trend towards hyper-personalized shopping experiences.
These trends highlight the convergence of AI, social media and e-commerce. Retailers investing in these technologies may gain a competitive edge, but must also navigate challenges like data privacy and user experience optimization.
To capitalize on this spend-happy consumer demographic, retailers are investing in AI (
NEW YORK, Aug. 28, 2024 (GLOBE NEWSWIRE) -- Fiverr International Ltd. (NYSE: FVRR), the company that is changing how the world works together, today released research exploring retailers' readiness for the upcoming holiday season. Fiverr conducted a global survey of over 2,500 consumers and over 2,500 small-to-medium business leaders (excluding sole traders) in partnership with Censuswide. The findings reveal a more strategic approach to how businesses manage marketing efforts, freelance talent, and AI technologies as they look to level the playing field against larger e-commerce brands while also capturing Gen-Zers’ shopping habits and grappling with the economic hurdles like inflation.
"The holidays are often make-or-break for many small businesses, so it is critical to plan ahead, know where to place your focus and ensure that your audience is getting the right message,” said Gali Arnon, Chief Business Officer at Fiverr. “This data shows that retail and e-commerce businesses are doubling down on social media campaigns to reach new markets and embracing AI to streamline their daily operations as more and more consumers are looking to buy the perfect gift as far ahead of the holiday season as possible. With inflation, competition, and staffing shortages intensifying both online and in stores, the insights from our latest research underscore the type of expertise businesses need to stay ahead. Demand is up for experts with AI skills, digital marketing, and social media to maintain loyal customers and reach new audiences near and far.”
Several trends that emerged from the data include:
Smaller retailers have found their place among larger companies like Amazon and Temu with
- Inflation becomes the predominant concern for businesses, with
48% of global respondents citing it as their primary challenge - A third of retailers surveyed cite staffing shortages ahead of the holiday season, simultaneously, a third of retail and ecommerce businesses are now hiring freelancers to support their operations
Surveyed retailers are investing in various strategies to reach new audiences – ranging from increased social media presences to steep discounts – and to satisfy evolving customer attitudes
- Compared to last year (
55% ) over80% of businesses are now offering discounts on their products to satisfy the deal-hunters - Customers are continuing to prioritize good deals (
42% ), free shipping (32% ), and high-quality products (30% ) - Last minute shopping remains a priority as well, with
18% of global respondents focusing on fast shipping times 52% of people surveyed will start buying presents in October and November while18% are hitting the summer sales to find gifts
Digital marketing remains the key to success for retailers and ecommerce brands this holiday season, as more and more Gen-Zers are willing to spend more on gifts they find online
43% of Gen-Zers are planning to spend more this holiday season, compared to the37% of millennials that plan to do to same57% of U.S. retailers surveyed are investing in social media ads to reach their target audiences- Global surveyed retailers are investing in:
39% social media ads,35% in influencer marketing campaigns,33% email marketing,29% updated product pages and improved SEO functionalities
Social media remains the go-to place for Gen-Zers looking for the perfect gift this holiday season
- Amongst Gen-Zers:
34% use TikTok shop;25% get their gift ideas through social media influencers’ recommendations; and14% use generative AI search to help with gift buying - In the U.S., TikTok shop continues its dominance – nearly
54% of Gen-Zers find their gifts on this platform alone - Surveyed U.S. Gen-Zers also cite social media as a major influence in their holiday shopping – a third of respondents plan to find gifts via Facebook and Instagram ads, and nearly a quarter (
24% ) through influencer recommendations
With shopping increasingly moving online, nearly 7 in 10 retailers (
41% of retailers surveyed planning to invest in AI tools to expedite work, and35% who want to embed AI throughout the entire customer journey with chatbots, customer personalization, or customized marketing campaigns- AI is already becoming second nature for Gen Z, over
54% of Gen-Zers use AI to assist in their holiday shopping – whether it be to find the best prices (17% ), find new gift ideas (22% ), or to even create holiday presents themselves (18% )
Methodology
Global Consumer Research: The research was conducted by Censuswide, among a sample of 2,539 nationally representative consumers across the USA, UK, Germany, France, and Australia. The data was collected between 26.07.2024 – 30.07.2024. Censuswide abides by and employs members of the Market Research Society and follows the MRS code of conduct which is based on the ESOMAR principles.
Global Business Research: The research was conducted by Censuswide, among a sample of 2,508 SME owners/leaders (aged 18+) in Retail or E-commerce across the USA, UK, France, Germany and Australia (excluding sole traders). The data was collected between 27.07.2024 – 05.08.2024. Censuswide abides by and employs members of the Market Research Society and follows the MRS code of conduct which is based on the ESOMAR principles.
About Fiverr
Fiverr’s mission is to change how the world works together. We exist to democratize access to talent and to provide talent with access to opportunities so anyone can grow their business, brand, or dreams. From small businesses to Fortune 500, around 4 million customers worldwide worked with freelance talent on Fiverr in the past year, ensuring their workforces remain flexible, adaptive, and agile. With Fiverr Business Solutions, large companies can find the right talent and tools, tailored to their needs to help them thrive and grow. On Fiverr, you can find over 700 skills, ranging from programming to 3D design, digital marketing to content creation, from video animation to architecture.
Don’t get left behind - come be a part of the future of work by visiting fiverr.com, read our blog, and follow us on X, Instagram, and Facebook.
Media Contact:
Jenny Chang
Tommy Lee
press@fiverr.com
A photo accompanying this announcement is available at https://www.globenewswire.com/NewsRoom/AttachmentNg/fb1f4f0f-5513-48ea-a609-c5e2c1663338
FAQ
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