2016 Holiday Season Market Scan


Navigator Edition: January / February 2017
By: Aaron Mercurio and Peter Lischick

In the November to December 2016 holiday shopping period, First Annapolis monitored retail sales and promotional activity with a focus on gift cards. Our findings are summarized in a 25 page Holiday Market Scan that we are providing to interested parties on a complimentary basis upon request.

Several shopping related highlights of the report include:

  • The new functionality of Amazon’s mobile application which provides notifications to consumers that certain deals are about to start;
  • The rise of mobile shopping on Thanksgiving Day;
  • Continued innovation around gifting with the use of technology; and
  • The spread of last minute, holiday promotional partnerships.

Some of the more interesting payment related themes in the report include:

  • The launch of innovative gift cards (e.g. Uber and Blackhawk’s Five-Back Visa);
  • The spread of holiday promotions on mobile wallets;
  • The growth of reward offer amounts; and
  • An expansion in the number of gift card exchanges and technology / gift card trade-in programs.

It is not a surprise that the growth of mobile is one of the more significant trends as shown on Figure 1.

Figure 1: Black Friday Mobile Sales as a Percent of Total e-Commerce

Sources: Adobe.

For more information or to request the full Holiday Market Scan report, please contact Aaron Mercurio, Manager, aaron.mercurio@firstannapolis.com; or Peter Lischick, Consultant, peter.lischick@firstannapolis.com. Both specialize in Credit Card Issuing.

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