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1、Retail sales this holiday season rose an impressive 5.6%, far above most predictions. The biggest surprise came from in-store sales. They grew at 4.3%, more than 2 percentage points higher than last year. E-commerce was also strong, with sales through mobile devices and on A driving much of the grow
2、th. And there was more good news: lower tax rates on income and foreign-cash repatriation. What should retailers do with the funds produced by record sales and tax breaks? Dont be complacent. Instead, invest to turn short-term gifts into sustainable trends. In this issue, we share six resolutions fo
3、r how retailers can carry their momentum into 2018 and beyond.Recapping an exceptional holiday season This season was truly a gift to many retailers. As consumers joyfully unwrapped new sweaters, home goods and high- end smartphones, many retailers were also celebrating. Preliminary estimates indica
4、te that Bain-defined retail sales (see Exhibit 1 in the Appendix) grew at an impressive 5.6% this holiday season, the highest growth rate since 2014 (see Figure 1). E-commerce saw robust double-digit growth again this year. But the real surprise was in-store sales. In-store saleswhich account for mo
5、re than 80% of total saleshad an unexpectedly strong season, up more than 2 percentage points over last year.In fairness, as more and more purchases are made through multiple channels, its increasingly difficult to classify sales as “in-store” or “e-commerce.” For example, BAIN RETAIL HOLIDAY NEWSLE
6、TTERIssue 5 | 20172018POST-HOLIDAY RECAP AND RESOLUTIONS FOR 2018 By Aaron Cheris, Darrell Rigby and Suzanne Tager2 | Bain Retail Holiday Newsletter 20172018 Issue #5 | Bain holiday season is November and December; growth rates are based on the most comparable data available at the time; 2017 growth
7、 rates are Bains estimates Sources: US Census Bureau; Bain analysisHoliday sales grew an estimated 5.6%10-year average = 2.6%5-year average = 3.6%Figure 1: Growth in holiday omnichannel sales, 200120173 | Bain Retail Holiday Newsletter 20172018 Issue #5 | Bain December 2017 is an advance estimate; s
8、ee Exhibit 1 in the Appendix for definitions of GAFO and non-GAFO categories Source: US Census BureauFigure 2: In-store sales growth, NovemberDecember 20174 | Bain Retail Holiday Newsletter 20172018 Issue #5 | Bain 7 and 8, passives; and zero through 6, detractors. The score is simply the percentage
9、 of promoters minus the percentage of detractors. Net Promoter, Net Promoter System, Net Promoter Score and NPS are registered trademarks of Bain all miscellaneous store retailers are included in both Bains forecast and total retail sales Notes: Omnichannel sales include in-store and e-commerce sale
10、s for both omnichannel and online-only retailers; traditional in-store sales do not include sales of online-only retailers or the e-commerce sales of omnichannel retailers that report their e-commerce sales to the US Census Bureau in a separate filing; GAFO=general merchandise, apparel and accessori
11、es, furniture, and other sales; GAFS=goods available for saleOmnichannel Traditional in-storeGAFSGAFOTotal retail salesScope of Bain holiday forecastExhibit 1: Definitions of retail sales measures10 | Bain Retail Holiday Newsletter 20172018 Issue #5 | Bain More Than Four Million People Trialed Prime
12、 in One Week Alone This Season.” Press release (http:/phx.corporate- Bodes Well for 4Q Beat with All Eyes Now on 2018 Growth Story.” GBH Insights (http:/ with-a-Bang-GBH-2018-01.pdf), December 27, 2017.Johnson, Craig. “Holiday Sales Surpass Forecasts, Reflecting Consumer Rebound.” Chain Store Age (h
13、ttps:/www. January 5, 2018.Keyes, Daniel. “Nordstrom Expands Order Online, Try On In-Store Program.” Business Insider (http:/www.business August 28, 2017.Kumar, Kavita. “Target Rolls Out Mobile Wallet to Its App.” StarT (http:/ rolls-out-mobile-wallet-to-its-app/461861903/), December 4, 2017.Levy,
14、 Steven. “Jeff Bezos Owns the Web in More Ways Than You Think.” W (https:/ ff_bezos/), November 13, 2011.Mankins, Michael, and Eric Garton. “Summary of Time, Talent, Energy.” Bain & Company (http:/ publications/articles/summary-of-time-talent-and-energy.aspx), September 28, 2017.Mastercard. “Mastercard SpendingPulse: Retail Sales Grew 4.9 Percent This Holiday Season.” Press release (https:/ season/), December 26, 2017.Matulka, Rebecca, and Daniel Wood. “History of the Light Bulb.” US Department of Energy (https:/energy.gov/ articles/history-light-bulb), November 22, 2013
