A Dive into Trends & Consumer A Dive into Trends & Consumer - - PowerPoint PPT Presentation

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A Dive into Trends & Consumer A Dive into Trends & Consumer - - PowerPoint PPT Presentation

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SFIA THOUGHT LEADERSHIP WEBINAR December 12, 2019 A Dive into Trends & Consumer A Dive into Trends & Consumer Behavior this Holiday Season Behavior this Holiday Season Featured Speaker: Neil Schwartz Founder & Head of Insights

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SFIA THOUGHT LEADERSHIP WEBINAR

December 12, 2019

A Dive into Trends & Consumer A Dive into Trends & Consumer Behavior this Holiday Season Behavior this Holiday Season

Webinar Host: Alli Schulman

Coordinator, Communications & Marketing SFIA

Featured Speaker: Neil Schwartz

Founder & Head of Insights TGP Insights Head of Business Development Prosper Insights & Analytics

Questions can be submitted to the GoToWebinar toolbar

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JAN ANUAR ARY Y CO COUNC UNCIL IL MEE EETINGS TINGS

January 3, 2020 8:00 - 10:00 AM SFIA Softball/Baseball Council Meeting Nashville, TN Contact: Gregg Hartley January 11, 2020 8:00 - 10:00 AM SFIA Lacrosse Council Meeting Philadelphia, PA Contact: Gregg Hartley January 13, 2020 10:00 AM - 12:30 PM SFIA Football Council Meeting Nashville, TN Contact: Gregg Hartley January 16, 2020 2:30 - 4:30 PM SFIA Soccer Council Meeting Baltimore, MD Contact: Alex Kerman January 21, 2020 2:00 - 4:00 PM SFIA US Golf Manufacturers Council Meeting Orlando, FL Contact: Bill Sells

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Tim Freudenberger Founding Partner

January 16, 2020

2:00 PM (EST)

Ring in the New Year Lawsuit Free – A Review

  • f California Employment

Laws That Affect the Fitness Industry

John Giovannone Partner

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…..we know the future.

For more information: Neil Schwartz TGP Market Insights neil@tgpinsights.com 561.692.3722

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  • 25+ Years of Marketing Research Experience
  • 17+ Years specific to sports, fitness ,sporting goods, footwear, apparel and outdoor recreation
  • Former V.P of Market Insights for SportScanInfo. (SportsOneSource)
  • Founded TGP Insights in 2019 to help Brands, Retailers and Associations get a handle on what data is useful and

then help mine strategic insights.

  • Working with multiple data providers including Prosper Retail Insight & Analysis, Channel Signal, Insights driven

from consumer reviews and MIRO AI, State of the Art product identification platform.

  • Co-Host of the Sports Lifestyle Podcast. Available on all major podcast platforms.

About Neil Schwartz & TGP Insights

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U N I Q U E | A C C U R AT E | P R E D I C T I V E

PROSPER RETAIL DATA IS DIFFERENT

  • 1st Party Anonymous Data
  • Privacy Compliant
  • Retail Currency for National Retail Federation
  • Covers all aspects of the Consumer Economy
  • Used by leading firms in multiple sectors:

Investment Banks & Funds, Retailers, Financial Services, CPG, Media, Digital Marketers

P A S T | P R E S E N T | F U T U R E

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HOW PROSPER DATA IS DIFFERENT

Largest Monthly “Scientific” Study of US Consumers

Anonymous first party data covering consumer behaviors across retail, financial services, auto, mobile, dining out, digital commerce, health care, media and consumer products

  • Understanding consumer behaviors and spending plans that impact the banking sector including:
  • Mobile adoption of digital payment methods
  • Big ticket plans: Home, Travel, Auto, etc.
  • Generational differences (E.g. Millennials vs Boomers)
  • Benchmarking Regional Differences (E.g. Local Market Profiles by Zip)
  • Retail Channel Preferences Wal-Mart v Target v Amazon
  • Media Influence for Financial Services decisions
  • Psychographics: Happiness, OCEAN, Impulsivity, Risk Indicators

Unique Questions:

  • Write-ins
  • Forward Looking
  • Single Source
  • Motivations
  • Demographics
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Rundown

  • Over-Arching Macro Consumer Trends
  • Spending on Sports Equipment
  • A Look into Overall Holiday Shopping
  • Thanksgiving Weekend by the Numbers
  • The Consumer is King
  • Wrap Up
  • Q & A
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Over-Arching Macro Economic Situation

  • There is about an 8% increase in Adults 18 years and older in overall

consumer confidence

  • Based on the Prosper Confidence Index, consumers are feeling confident

versus the previous month and y/y.

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Sentiment Matters

  • The Prosper Consumer Mood Index is showing a real increase for both the

m/m and y/y

  • It has been proven over and over again that happy consumers spend more

money

Over-Arching Macro Economic Situation

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Consumer Spending Projections

Over-Arching Macro Economic Situation

  • Consumer spending drops on a M/M basis as the Holiday Shopping Season progresses.
  • The Y/Y Spending pains a totally different story in terms of consumer spend intentions.
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  • Indications are that consumers are getting a bit more open to spending money
  • Consumers are slightly focused on things they want and less on things they need

Over-Arching Macro Economic Situation

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$190.00 $200.00 $210.00 $220.00 $230.00

Y/Y Annual Spend Trend for Sports Equipment Purchases

Adults 18+: S ep 2018 Adults 18+: S ep 2019 Source: Prosper Insights & Analytics™ , Monthly Consumer Survey

Y/Y Consumer Spending on Sports Equipment

Spending on Sports Equipment

Consumer Spending for Sports Equipment is up close to 10% y/y

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99 111 25 50 75 100 125 150 175 200

Y/Y Sporting Goods Spending Index

Source: Prosper Insights & Analytics™, Monthly Consumer Survey

Spending on Sports Equipment

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0.0% 10.0% 20.0% 30.0% 40.0% Dicks Sporting Goods Walmart Amazon Academy Target Big 5 Sporting Goods Modell's Cabela's Dunham's Sports No Preference Shop Most Often (Dec-2019) Adults 18+: Dec 2018 Adults 18+: Dec 2019

Source: Prosper Insights & Analytics™, Monthly Consumer Survey

Stores Preferred by Consumers

Store Shopping Preferences for Sports Equipment

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$860.00 $880.00 $900.00 $920.00 $940.00 $960.00 $980.00 $1,000.00 $1,020.00 $1,040.00 $1,060.00 2016 2017 2018 2019

4-Year Holiday Spending

2019 Holiday Shopping

  • Consumers are projecting to be spending about 4% more in 2019 than in 2018.
  • This is the biggest percentage jump in 3 years

Released by the NRF

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0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 2015 2016 2017 2018 2019

Holiday Shoppers Like to get an Early Start

Before September September October November First 2 weeks of December Last 2 weeks of December

2019 Holiday Shopping

  • Over 61% of all Holiday Shopping occurs before we even hit December.
  • Hence the reason for “Black Friday”

Released by the NRF

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16.5% 17.0% 17.5% 18.0% 18.5% 19.0% 19.5% 20.0% 2013 2014 2015 2016 2017 2018 2019

Holiday Spending on Sports Equipment 2019 Holiday Shopping

18.5% of all consumers 18 years and older will make a sports equipment purchase this holiday season

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0.0% 5.0% 10.0% 15.0% 20.0% 25.0% 30.0% Adults, 18+ 18-24 25-34 35-44 45-54 55-64 65+

Holiday Purchases of Sporting Goods by Demos

2019 Holiday Shopping

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Consumers are Sending Retailers & Brands Some Distinct Signals

2019 Holiday Shopping

Courtesy of Eagle Alpha

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Thanksgiving Weekend Kick-Off to Holiday Shopping

Released by the NRF

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Thanksgiving Weekend Kick-Off to Holiday Shopping

Consumers Spend was projected up 15.3% Y/Y

Released by the NRF

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Thanksgiving Weekend Kick-Off to Holiday Shopping

29.6% 66.6% 47.4% 26.5% 22.3% Thanksgiving Day Black Friday Saturday Sunday Monday Holiday Weekend Shopping by the Days

Released by the NRF

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Thanksgiving Weekend Kick-Off to Holiday Shopping

Released by the NRF

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0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 2017 2018 2019

Holiday Weekend Shopping

Yes - In stores Yes - Online

Thanksgiving Weekend Kick-Off to Holiday Shopping

Released by the NRF

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0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0% 80.0% Computer at home Computer at work A mobile device (e.g. smartphone, tablet, etc.)

Shopping on Cyber Monday

Thanksgiving Weekend Kick-Off to Holiday Shopping

Released by the NRF

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0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0%

Holiday Shopper Purchase Motivators

2017 2018 2019

Thanksgiving Weekend Kick-Off to Holiday Shopping

Released by the NRF

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Thanksgiving Weekend Kick-Off to Holiday Shopping

Released by the NRF

0.0% 5.0% 10.0% 15.0% 20.0% 25.0% 30.0% 35.0% 40.0% 45.0% Pinterest Twitter Radio advertising Blogs Group buying websites (e.g. Groupon, LivingSocial, etc.) Retailer apps Instagram Within the retail store Direct mail Facebook Coupon websites (e.g. RetailMeNot.com, Ebates, etc.) TV advertising Friends/Family Retailers, websites Online search Advertising circulars Emails from retailers

Holiday Shopping Influencers

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The Tale of the Tape for Holiday Shopping

  • Overall Holiday Spending up 3.8%-4.2% Y/Y
  • Black Friday Weekend saw 166M US Consumers were either out shopping or
  • n their devices. That’s a 14% y/y increase
  • Average spend was up 16% to almost $314 dollars per shopper.
  • 18-34 year olds or the Gen-Z Generation went big at $440 per consumer with

the 35-44 Millenials coming in at almost the same levels.

  • Almost 50% of all Holiday shopping will be completed by the end of November

inclusive of the Holiday Weekend 2019 Holiday Shopping

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Consumers Are Calling the Shots

  • 124M Shoppers walked into traditional Brick & Mortar retail outlets
  • 142M shopped using retailer websites and taking advantage of BOPIS
  • pportunities
  • Shoppers that utilized both online and tradition B & M spend 25% more on

holiday shopping than those that used one or the other.

  • Shoppers took advantage of “Free Shipping” as purchases using that were up

42%

  • Buy Online and Pick Up in Store, BOPIS, was up 20% y/y
  • About 36% of sales incorporates some sort of promotional activity
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…..we know the future.

For more information: Neil Schwartz TGP Market Insights neil@tgpinsights.com 561.692.3722

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Expert Panelist: Neil Schwartz

neil@tgpinsights.com TGP Insights Founder & Head of Insights

Have any questions?

Additional questions or contact information can be submitted to aschulman@sfia.org

Host: Alli Schulman

aschulman@sfia.org SFIA Coordinator, Communications & Marketing

Thank nk you u to all of our ur particip icipan ants!

April 13-14, 2020 Indianapolis, IN

“Ring in the New Year Lawsuit Free – A Review of California Employment Laws That Affect the Fitness Industry”

2:00 PM (EST) January 16, 2020

March 10-11, 2020 Washington, DC