New analysis by Adobe Digital Insights finds that holiday spending will increase $15.8B year-over-year in 13 countries tracked. The main finding is that going online to shop is still about deals, but convenience factors are on the rise.

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2016 Holiday Shopping Predictions: Europe and Asia-Pacific
Adobe Digital Insights

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Methodology
2
Most comprehensive and accurate report of its kind in industry
 Report based on analysis of 100 billion visits to over 700 companies across Europe and Asia -Pacific
from January 2013 to present
 Companion research based on survey conducted in October 2016 with 4,000+ consumers in the United
States, United Kingdom, France, and Germany and 800+ consumers in Australia and Singapore
 Holiday Season estimates include data between November 1 and December 31 in each country;
currency is converted and represented in USD
Based on analysis of aggregated and anonymous data
Data from different Adobe Marketing Cloud solutions:
Adobe
Analytics
Adobe
Mobile Services
Adobe
Social
Adobe Marketing Cloud has seen strong adoption in the retail
space – Adobe’s leadership in the Web analytics market has given
it a big advantage here. Retailers need “big data” insights to
optimize their cross-channel digital experiences and campaigns –
and deliver the personalized, relevant experiences that inspire
customer loyalty and advocacy. – Melissa Webster, IDCAdobe and the Adobe logo are either registered trademarks or trademarks of Adobe Systems Incorporated in the United States and/or other countries. All other
trademarks are the property of their respective owners

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Consumers Will Increase Spend By 10% This Holiday Season
Holiday spending will increase $15.8B year-over-
year in the 13 countries tracked
Going online to shop is still about deals, but
convenience factors are on the rise (ADI Holiday
Survey 2016)
 Lower prices and good deals still tops the reason
to shop online across all countries
 However, convenience factors grew across the
board, with the UK, France, and Singapore
showing particular interest in the ability to avoid
lines
3

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Companies See Visitors Mostly from Their Own Country
9 out of 10 visitors come from within the
country
 While some countries see sizable traffic
from other countries, particularly the
UK, most traffic is from residents
Consumers indicate that price,
familiarity with brand, and product
reviews are the top influencers of a
major purchase (ADI Holiday Survey
2016)
 Price is the #1 influencer for a major
purchase in all countries surveyed
 Familiarity with brand ranks #2
4

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Consumers Either Choose Promotions, Or Wait Until The Last Minute
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 Promotions entice consumers to purchase around major sales events, such as Black Friday
 Examples: United Kingdom, Denmark, Sweden
 Other countries skew towards last minute shopping, and major sales events drive little-to-no increases
 Examples: Germany, Belgium, Austria
Racetothe
finish
Begin
shoppingearly

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Black Friday is Larger than Cyber Monday Across Europe
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Over the past four years, Black Friday sales have grown more than twice as fast as Cyber Monday (+126%).
 Nordic countries see Black Friday growth at 187% over four years compared to 66% for other European countries
 Cyber Monday’s growth figures are 85% in Nordic countries, compared to 29% elsewhere

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Black Friday Changes Holiday Season Spending
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2013:
Holiday sales ramped up until mid-
December,. The biggest day was Cyber
Monday, and Boxing Day had a noticeable
spike.
2015:
Black Friday took off, with 20% higher
sales than Cyber Monday. Daily sales
evened out, and weekend dips
disappeared.

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Holiday Sales Events Take Revenue From Other Days
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The combined sales of Black Friday and Cyber Monday are growing faster than annual rates in the UK and Nordic
countries (50% and 150%, respectively)
 Despite growth on key dates, the holiday season isn’t getting any bigger. The share of annual sales in season in the UK is
down -0.3%; in Nordic countries it is down -1.2%.
 Sales now concentrate on key promotion dates: Roughly 10% of Black Friday and Cyber Monday sales come from other
days in the holiday season

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European Shoppers Spend 61% More Per Day During The Season
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Monday is the most popular day to shop online in Europe in the regular season, but weekend shopping
increases during the holiday
 Holiday season (Nov. and Dec) sees 7% more revenue on weekends than during the rest of the year
 Online shopping decreases 20% from Sunday to Saturday.

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Worldwide, Black Friday Grows Faster Than Cyber Monday
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Black Friday continues to be adopted worldwide, with revenue growing 40% faster than Cyber Monday
 Black Friday has become the biggest day in many countries, including Denmark, Norway, Sweden, United Kingdom

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$1 in $4 Will Come From A Mobile Device During Holiday
Smartphone revenue will nearly double (+96%) and
browsing is is expected to be up 60% over last year
 Tablet traffic is down 2%, while revenue is up by 13%
 Smartphone holds a 2:1 advantage in share of revenue
and more than a 3:1 advantage in share of browsing
Use of smartphone and tablets vary by country
 Mobile activity ranges by 50% across countries,
reflecting a different mix in technology adoption
 UK and Japan have the highest mobile usage during
the holiday season
 Belgium, France and Germany continue to be more
desktop oriented
 Europe continues to be the strongest region for
tablets: British spend almost as much on tablets as
phones (17% to 20%)
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Smartphone Revenue Will Surpass Tablets For First Time
Smartphone revenue will surpass tablet
revenue in Europe for the first time in 2016
 133% growth over three years vs. tablet’s
stagnant performance
However, smartphone shopping still difficult
 On average, only 23% of UK, France and
Germany consumers say smartphone
shopping has gotten easier since 2015
 Australia (22%) Singapore (30%) see
similar trends
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Despite smartphones having lower revenue contribution, consumers still check sales and buy with their smartphones
 In every country, smartphones account for more revenue on Christmas Day than on Cyber Monday or Black Friday
Christmas Continues To Be The Most Mobile Day Of The Season
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Smartphones account for
58% more revenue on
Christmas than on Cyber
Monday and 34% more on
Black Friday.

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Best Online Source for Shopping Deals and Bargains
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US UK France Germany Australia Singapore
Email directly from a retailer 22% 23% 21% 14% 26% 18%
Ad seen from searching on a
specific product/service 21% 27% 19% 22% 26% 16%
In-person conversation with
friends/family 14% 14% 21% 24% 15% 14%
Display ad seen while browsing 13% 11% 16% 9% 10% 18%
Online or traditional news media 12% 10% 8% 15% 10% 14%
Social media 11% 7% 6% 7% 7% 11%
Push notification from an app 5% 4% 4% 3% 4% 8%
Email is consistently ranked high for receiving shopping deals and bargains, but not first in every country
 The US, France, Australia, Singapore rank email #1 for receiving deals; the UK ranks email #2
 Another method consistently ranked high includes ads seen from searching for a specific product or service
Source: ADI Holiday Survey 2016

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Online Shopping Stats by Country
Adobe Digital Insights

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United Kingdom: Black Friday Drives the Season
Biggest day of the year for online shopping will
again be Black Friday
Holiday Season Estimate: up $3 billion over last
year
 $29.6 billion, 10% YoY growth
 Smartphone: 20% of revenue, 41% of
browsing
 Tablet: 17% of revenue, 16% of browsing
Biggest day: Black Friday $1.1 billion
 3.2x a typical day
 $18.39 per Internet user
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Japan: Steady Growth Through The Season Until Year End
No significant day expected
Holiday Season Estimate: up nearly $3
billion
 $35.7 billion, 8% YoY growth
 Smartphone: 35% of revenue,
49% of browsing
 Tablet: 6% of revenue, 6% of
browsing
Biggest day: December 11th - $696
million
 1.3x a typical day
 $6.05 per Internet user
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Germany: Black Friday Starts The Shopping Season, It Peaks in Mid-December
No single day, but rather a steady
increase in sales
Holiday Season Estimate: up over $2
billion this year
 $25.0 billion, 10% YoY growth
 Smartphone: 14% of revenue, 33% of
browsing
 Tablet: 10% of revenue, 12% of browsing
Biggest day: November 27th - $604
million
 1.9x a typical day
 $8.45 per Internet user
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France: A New Shopping Period Is Emerging
Black Friday weekend competes with
the Winter Sale (Les Soldes)
 Last year, the Sunday after Black
Friday was 6% higher than the first
day of the winter sale period (Jan 6,
2016)
 Expect the Black Friday weekend to
be higher again in 2016
Holiday Season Estimate
 $15.6 billion, 11% YoY growth
 Smartphone: 11% of revenue, 27%
of browsing
 Tablet: 10% of revenue, 11% of
browsing
Biggest day: Black Friday - $420 million
 2.1x a typical day
 $8.45 per Internet user
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Netherlands: Season Builds and Sees Shopping on Mondays in December
No day is expected to be twice
the norm, one of the lowest lifts
among countries tracked
Holiday Season Estimate
 $5.6 billion, 13% YoY growth
 Smartphone: 16% of revenue,
35% of browsing
 Tablet: 10% of revenue, 13% of
browsing
Biggest day: December 12th -
$128 million
 1.7x a typical day
 $8.06 per Internet user
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Sweden: Combines The Two European Trends – Binge and Wait
Sweden sees shopping early and
late in the season
Holiday Season Estimate
 $4.3 billion, 12% YoY growth
 Smartphone: 21% of revenue,
37% of browsing
 Tablet: 9% of revenue, 11% of
browsing
Biggest day: Black Friday- $149
million
 2.9x a typical day
 $16.35 per Internet user
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Austria: Shopping Doesn’t Start In Earnest Until December
Cyber Monday is the official beginning
of the season, which ends two weeks
later
Holiday Season Estimate
 $2.3 billion, 7% YoY growth
 Smartphone: 7% of revenue, 19% of
browsing
 Tablet: 7% of revenue, 9% of
browsing
Biggest day: December 12th - $60
million
 2.4x a typical day
 $8.38 per Internet user
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Belgium: Holidays Marked By Late Season Shopping
Interest spikes on Black Friday and
sales continue to grow through
December
Holiday Season Estimate
 $3.2 billion, 12% YoY growth
 Smartphone: 6% of revenue, 17%
of browsing
 Tablet: 6% of revenue, 10% of
browsing
Biggest day: December 12th - $81
million
 2.0x a typical day
 $8.18 per Internet user
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Denmark: Jumps On The Black Friday Bandwagon
Black Friday will be most
significant day
Holiday Season Estimate
 $1.7 billion, 14% YoY growth
 Smartphone: 13% of revenue, 25%
of browsing
 Tablet: 13% of revenue, 15% of
browsing
Biggest day: Black Friday- $66
million
 2.9x a typical day
 $12.10 per Internet user
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Finland: Black Friday Kicks Off The Holiday Season
Holiday Season Estimate
 $1.9 billion, 9% YoY growth
 Smartphone: 13% of revenue,
25% of browsing
 Tablet: 13% of revenue, 15% of
browsing
Biggest day: Black Friday - $71
million
 3.2x a typical day
 $13.84 per Internet user
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Norway: Sales Rise Slowly After the Black Friday Spike
Norwegians shop on Black Friday
and take Christmas off
Holiday Season Estimate
 $1.2 billion, 15% YoY growth
 Smartphone: 20% of revenue, 32%
of browsing
 Tablet: 12% of revenue, 11% of
browsing
Biggest day: Black Friday - $35
million
 2.4 a typical day
 $7.10 per Internet user
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Canada: Black Friday Kicks The Season Off, Cyber Monday Leads
Black Friday kicks things off,
immediately followed by Cyber
Monday
Holiday Season Estimate
 $5.6 billion, 12% YoY growth
 Smartphone: 18% of
revenue, 38% of browsing
 Tablet: 10% of revenue, 11%
of browsing
Biggest day: Cyber Monday -
$203 million
 3.0x a typical day
 $6.34 per Internet user,
lowest among all countries
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Appendix
Adobe Digital Insights

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Data Table For ADI Holiday Survey 2016: Why Shop Online?
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UK France Germany Australia Singapore
Lower prices/good deals 64% 60% 50% 65% 69%
Free Shipping 40% 33% 30% 49% 48%
Product Variety 30% 33% 39% 25% 31%
Product Availability 38% 34% 34% 31% 24%
No traffic/lines 18% 31% 35% 19% 17%
Can shop from work 8% 7% 12% 11% 9%
Source: ADI Holiday Survey 2016

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Data Table For ADI Holiday Survey 2016: Influencers Of A Major Purchase
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UK France Germany Australia Singapore
2015 2016 2015 2016 2015 2016 2015 2016 2015 2016
Price 78% 67% 82% 72% 81% 65% 78% 70% 79% 65%
Familiarity with brand 49% 46% 46% 57% 37% 54% 60% 52% 53% 51%
Product reviews 45% 50% 48% 43% 64% 49% 36% 41% 44% 53%
Familiarity with retailer 27% 29% 24% 24% 14% 26% 23% 26% 21% 21%
Social media 1% 8% 2% 5% 3% 6% 2% 11% 3% 11%
Source: ADI Holiday Survey 2016

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Data Table: Reasons Why Online Shopping Has Gotten Easier
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Source: ADI Holiday Survey 2016
US UK France Germany Australia Singapore
Retailers doing better at mobile optimization
for shopping 54% 62% 57% 56% 65% 60%
Begun using apps for shopping, find them
easier than browsing 41% 42% 33% 45% 48% 39%
Upgraded to a larger screen smartphone,
things easier to see 36% 31% 44% 38% 32% 43%
Become more comfortable with smartphone
security/privacy 32% 38% 34% 19% 41% 42%
Better mobile payment options 32% 39% 26% 39% 48% 45%

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