84% of US Business Leaders Expect Increased Holiday Sales, Targeting Eager-to-Spend Young Shoppers on Platforms like TikTok
24 Outubro 2023 - 9:00AM
Fiverr International Ltd. (NYSE: FVRR), the company that is
changing how the world works together, today released data on how
small and medium U.S. retailers are gearing up to tackle an
unpredictable holiday shopping season. Fiverr conducted a
nationwide survey of 1,000 consumers and 500 small-to-medium
business leaders (excluding sole traders) in partnership with
Censuswide. The findings reveal that business leaders are more
optimistic than last year, increasing investment in digital
marketing channels to capture young, confident consumers and
recruiting freelancers talent to support these efforts.
“As the holiday shopping season approaches—a time that often
defines a business's entire year—freelancers are increasingly
indispensable, especially for businesses aiming to maximize their
digital marketing,” said Gali Arnon, Fiverr’s Chief Marketing
Officer. “Freelancers skilled in digital marketing can turbocharge
campaigns, optimize customer reach, and create a brand resonance
that lingers well into the new year.”
Several trends that emerged from the data include:
Businesses are going all-in on marketing
— especially on social media.
- Over half (54%) of business leaders plan to increase spending
on social media ads. 52% of respondents also said they plan to
pursue influencer partnerships and 46% said they plan to invest in
organic content on social media.
- Marketing investment is up overall compared to last year
— over 40% of business leaders plan to increase investment in
either partnerships with other brands (46%), updated product
pages/SEO (41%), or email marketing (48%).
Amid staffing shortages, businesses are leveraging AI
tools and freelance talent to keep up.
- 38% of business leaders said staffing shortages were a concern
this holiday season, and 31% have been working with/plan to work
with freelancers during the holiday season.
- About 40% of those who have been working with/are planning to
work with freelancers are looking for either e-commerce services
(40%), digital marketing (41%), or market research/data analysis
(40%). Just over 1 in 3 (34%) are looking for social media
marketing services.
- Over half (55%) of business leaders said they plan on using AI
tools to expedite work, and among those working with/planning to
work with freelancers, 36% are looking for AI support.
Despite heightened concerns about inflation and supply
chain issues, business leaders are highly optimistic about sales
this year.
- 46% of business leaders said inflation impacting sales was
among the greatest challenges they would confront this holiday
season, compared to only 37% in 2022.
- Over half (51%) of business leaders surveyed said supply chain
disruptions and inventory shortages would also be among the
greatest challenges they anticipate their business will encounter,
an increase from 43% last year.
- However, 84% of business leaders expect sales to increase1 this
year, with close to a third (32%) saying they expected sales to
increase “significantly.”
Business leaders are placing their bets on steeper deals
and major shopping days, such as Black Friday and Prime
Day.
- Over half (55%) of business leaders said they plan to offer
steeper discounts this year than last year. Among the business
leaders who said they would offer steeper discounts, 43% said they
would be between 25-40% off.
- This could be a smart move, as 57% of consumers said good deals
and discounts were a priority when it comes to holiday
shopping.
- Close to 70% (69%) of business leaders said they expect 21-40%
of holiday earnings to come from major shopping days, such as Black
Friday.
Young shoppers are going all out this holiday shopping
season. Where can they be reached? TikTok.
- 32% of consumers said they plan to spend more this year than
last year. This number was even higher among younger shoppers,
especially millennials, 47% of whom said they planned to spend
more2.
- 20% of US consumers plan to find gifts on TikTok Shop
— this was higher among Gen Z, with 37% reporting planning to
find gifts via the platform.
- Similarly, 19% of consumers plan to find gifts via influencer
recommendations, and 28% plan to look at Instagram/Facebook
ads.
- But most shoppers are still headed to the mall: 60% of US
shoppers plan to look for gifts in-store.
This survey was conducted in partnership with Censuswide. You
can also find a collection of expert tips and resources for
businesses navigating this holiday season in Fiverr’s Holiday
Hub.
Methodology
US Consumer Research: The research was
conducted by Censuswide, among a sample of 1,000 nationally
representative US consumers. The data was collected between
09.21.2023 – 09.26.2023. 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.
US Business Research: The research was
conducted by Censuswide, among a sample of 500 SMB owners/leaders
(aged 18+) in Retail or E-commerce across the USA (excl. sole
traders). The data was collected between 09.21.2023 – 10.02.2023.
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 FiverrFiverr’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, over 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 600 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 Twitter,
Instagram, and Facebook.
Media Contact: Molly Nolanpress@fiverr.com
________________________1 ‘I expect sales to increase
significantly compared to last year’ and ‘I expect sales to
increase somewhat compared to last year’ answers combined.
2 ‘Significantly more than last year’
and ‘Slightly more than last year’ answers combined.
A photo accompanying this announcement is available at
https://www.globenewswire.com/NewsRoom/AttachmentNg/03a5e9df-0525-4077-bf80-999a0f6c2992
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