Understanding the Variable Pandemic Consumer: Epsilon Research
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Understanding the Variable Pandemic Consumer: Epsilon Research
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Click on for noteworthy pandemic insights on your consumers from Epsilon’s Abacus Cooperative database. Our research synthesizes transaction-based data across 525 retailers, both in-store and through online, call center and catalog channels.
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Understanding the Variable Pandemic Consumer: Epsilon Research
- 1. 1 © 2021 Epsilon Data Management, LLC. All rights reserved. Proprietary and confidential. All names and logos are trademarks or registered trademarks of their respective owners.
- 2. 2 © 2021 Epsilon Data Management, LLC. All rights reserved. Proprietary and confidential. All names and logos are trademarks or registered trademarks of their respective owners. COVID-19 GREATLY IMPACTED BUYING BEHAVIORS Many people tried new brands in the pandemic or shifted away from previously loyal brands as their lifestyles changed.
- 3. 3 © 2021 Epsilon Data Management, LLC. All rights reserved. Proprietary and confidential. All names and logos are trademarks or registered trademarks of their respective owners. COVID-19 GREATLY IMPACTED BUYING BEHAVIORS Marketers largely had no idea if these were "one-and-done" shoppers, or on the flip side, if past customers would remain loyal.
- 4. 4 © 2021 Epsilon Data Management, LLC. All rights reserved. Proprietary and confidential. All names and logos are trademarks or registered trademarks of their respective owners. COVID-19 GREATLY IMPACTED BUYING BEHAVIORS These new behaviors left many brands asking: • Who are these new customers? • How are they different from existing customers? • And are they different from existing customers?
- 5. 5 © 2021 Epsilon Data Management, LLC. All rights reserved. Proprietary and confidential. All names and logos are trademarks or registered trademarks of their respective owners.
- 6. 6 © 2021 Epsilon Data Management, LLC. All rights reserved. Proprietary and confidential. All names and logos are trademarks or registered trademarks of their respective owners. BUT FIRST, SOME CONTEXT ON EPSILON Epsilon is the industry leader in outcome-based marketing. Our first-party data and identity-based solutions help brands deliver 1:1 personalization, customer value and business growth. OUR DATA: 3,000 Members within the Abacus Coop 9.8 B Transactions in Abacus Coop 78 Avg transaction per household in Abacus Coop #1 Ranked consumer Database* OUR CLIENTS: INDUSTRY RECOGNITION: Leader, Forrester Wave™ Loyalty Solutions, 2021 Leader, Forrester Wave™ Customer Database & Engagement Agencies, 2021 Forrester Now Tech: Identity Resolution, 2020 Leader, Forrester Wave™ Email Marketing, 2020 *TotalSource Plus Ranking based on 3rd party audit amongst key industry players
- 7. 7 © 2021 Epsilon Data Management, LLC. All rights reserved. Proprietary and confidential. All names and logos are trademarks or registered trademarks of their respective owners. Epsilon’s Abacus Cooperative Database is the largest cooperative database in the U.S. with more than 3,000 contributing brands in key B2C and B2B categories.
- 8. 8 © 2021 Epsilon Data Management, LLC. All rights reserved. Proprietary and confidential. All names and logos are trademarks or registered trademarks of their respective owners. WE PULLED THE NUMBERS FROM OUR ABACUS COOPERATIVE DATABASE TO ACHIEVE A FEW SPECIFIC GOALS: Analyze Epsilon’s own data resources to understand new buyers + brand engagement during the pandemic. Understand why they started, switched or swapped brand engagement due to COVID, and how brands should respond. GOAL #1: GOAL #2:
- 9. 9 © 2021 Epsilon Data Management, LLC. All rights reserved. Proprietary and confidential. All names and logos are trademarks or registered trademarks of their respective owners.
- 10. 10 © 2021 Epsilon Data Management, LLC. All rights reserved. Proprietary and confidential. All names and logos are trademarks or registered trademarks of their respective owners. RESEARCH: THE VARIABLE PANDEMIC CONSUMER METHODOLOGY SEGMENTS: • Buyer type (new and repeat buyers) • Buying periods (March-May 2020, June-December 2020, and Jan-May 2021) • YOY comparison (2020 vs. 2019) Our research included data from 80 brick-and-mortar retailers (in-store) and 445 retail brands with an online and/or call center and/or catalog presence (direct). Here’s what we found HERE’S WHAT WE FOUND
- 11. 11 © 2021 Epsilon Data Management, LLC. All rights reserved. Proprietary and confidential. All names and logos are trademarks or registered trademarks of their respective owners.
- 12. 12 © 2021 Epsilon Data Management, LLC. All rights reserved. Proprietary and confidential. All names and logos are trademarks or registered trademarks of their respective owners. THE VARIABLE PANDEMIC CONSUMER KEY FINDINGS Brands had many new buyers through direct channels last year. Brands saw a 43% increase in new buyers across direct channels in 2020 compared to the previous year.
- 13. 13 © 2021 Epsilon Data Management, LLC. All rights reserved. Proprietary and confidential. All names and logos are trademarks or registered trademarks of their respective owners. THE VARIABLE PANDEMIC CONSUMER KEY FINDINGS New-to-file (pandemic) buyers were retained at a 6% higher rate in 2020 than in 2019. 39% of the 2020 new March to May buyers were retained, an increase of 6% YOY.
- 14. 14 © 2021 Epsilon Data Management, LLC. All rights reserved. Proprietary and confidential. All names and logos are trademarks or registered trademarks of their respective owners. THE VARIABLE PANDEMIC CONSUMER KEY FINDINGS AOV was relatively flat in 2020 across buying periods, but significantly higher compared to 2019. AOV went up from $128/order in 2019 to $135/order in 2020 across both new and repeat buyers.
- 15. 15 © 2021 Epsilon Data Management, LLC. All rights reserved. Proprietary and confidential. All names and logos are trademarks or registered trademarks of their respective owners.
- 16. 16 © 2021 Epsilon Data Management, LLC. All rights reserved. Proprietary and confidential. All names and logos are trademarks or registered trademarks of their respective owners. BRANDS HAD A 43% INCREASE IN NEW BUYERS THROUGH DIRECT CHANNELS IN 2020 21,645,615 25,334,409 2019 2020 Repeat Buyers 2,751,235 3,940,572 2019 2020 New Buyers 1,757,596 472,903 2019 2020 New Buyers In-store (March–May Purchase Activity) Direct (March–May Purchase Activity) -73% +43% +17% 11,825,139 4,165,455 2019 2020 Repeat Buyers -65% MARCH-MAY 2020
- 17. 17 © 2021 Epsilon Data Management, LLC. All rights reserved. Proprietary and confidential. All names and logos are trademarks or registered trademarks of their respective owners.
- 18. 18 © 2021 Epsilon Data Management, LLC. All rights reserved. Proprietary and confidential. All names and logos are trademarks or registered trademarks of their respective owners. HOW DID NEW BUYERS DIFFER FROM REPEAT BUYERS IN 2020? 2020 new buyers for brands were a younger, more diverse group than 2020 repeat buyers. Core Demographics New 2020 Buyers Repeat 2020 Buyers Age - Average 47.6 57.2 % 18 to 44 51% 27% College or Higher Education 31% 49% Income - Average $81,964 $156,227 % Less than $100K 73% 47% Home Ownership 77% 87% Length of Residence - 2 years or Less 30% 14% • A lot younger • More in 18-44 age range • Significantly lower income • More likely to be in a new home (rented or owned) • Less likely to own a home KEY DIFFERENCES IN 2020 NEW BUYERS: Direct: Demographics March to May Buyers MARCH-MAY 2020
- 19. 19 © 2021 Epsilon Data Management, LLC. All rights reserved. Proprietary and confidential. All names and logos are trademarks or registered trademarks of their respective owners. HOW DID 2020 NEW BUYERS COMPARE TO NEW BUYERS FROM PREVIOUS YEARS? New buyers tended to be slightly younger, lower income levels and were more likely to have moved in the last two years • Slightly younger • More likely to be in key 18-44 age range • Slightly lower income levels • More likely to have moved in the last 2 years KEY DIFFERENCES IN 2020 NEW BUYERS: MARCH-MAY 2020 Core Demographics New 2020 Buyers Repeat 2020 Buyers Age - Average 49.0 47.6 % 18 to 44 48% 51% College or Higher Education 33% 31% Income - Average $87,204 $81,964 % Less than $100K 71% 73% Home Ownership 77% 77% Length of Residence - 2 years or Less 27% 30% Direct: Demographics March to May Buyers
- 20. 20 © 2021 Epsilon Data Management, LLC. All rights reserved. Proprietary and confidential. All names and logos are trademarks or registered trademarks of their respective owners. 1.6 2.6 2.5 1.6 2.7 2.5 New Buyers Repeat Buyers Overall Transactions per Household 2019 2020 NEW BUYERS VISITED LESS THAN REPEAT BUYERS… ↑ ↑ DIREC T IN-STORE 1.9 3.0 2.8 1.8 2.6 2.5 New Buyers Repeat Buyers Overall Transactions per Household 2019 2020 ↑ ↑ ↑ ↑ MARCH-MAY 2020
- 21. 21 © 2021 Epsilon Data Management, LLC. All rights reserved. Proprietary and confidential. All names and logos are trademarks or registered trademarks of their respective owners. NEW BUYERS VISITED LESS THAN REPEAT BUYERS… BUT THEY SPENT MORE $143 $130 $131 $142 $134 $135 New Buyers Repeat Buyers Overall Average Order 2019 2020 ↑ ↑ ↑ $168 $101 $107 $277 $110 $122 New Buyers Repeat Buyers Overall Average Order 2019 2020 ↑ ↑ ↑ DIREC T IN-STORE MARCH-MAY 2020
- 22. 22 © 2021 Epsilon Data Management, LLC. All rights reserved. Proprietary and confidential. All names and logos are trademarks or registered trademarks of their respective owners.
- 23. 23 © 2021 Epsilon Data Management, LLC. All rights reserved. Proprietary and confidential. All names and logos are trademarks or registered trademarks of their respective owners. New Buyers Direct Retention Rates 2019 2020 +6% 39% 37% New Buyers Retail Retention Rates 2019 2020 -11% 34% 38% NEW BUYERS WERE MORE LIKELY TO BE RETAINED THROUGH DIRECT CHANNELS THAN IN-STORE 39% of the 2020 New March-May Buyers were retained from June-Dec, an increase of 6% YOY JUNE - DECEMBER 2020 34%
- 24. 24 © 2021 Epsilon Data Management, LLC. All rights reserved. Proprietary and confidential. All names and logos are trademarks or registered trademarks of their respective owners. INTERESTINGLY, DIRECT AND IN-STORE HELD FLAT YOY OVERALL IN RETENTION RATES ACROSS BUYING GROUPS Aggregate re-purchase from new or repeat buyers later in the year: 78% of all buyers from March-May re-bought with the brand from June-December, an increase of 1% YOY. Overall (New and Repeat Buyers) Direct Retention Rates 2019 2020 +1% 78% 77% Overall (New and Repeat) Retail Retention Rates 2019 2020 0% 73% 73%
- 25. 25 © 2021 Epsilon Data Management, LLC. All rights reserved. Proprietary and confidential. All names and logos are trademarks or registered trademarks of their respective owners. Average order value 2019 2020 MARCH - MAY JUNE - DECEMBER EARLY VS. LATE-STAGE PANDEMIC SHOPPING BEHAVIORS AOV for RETAIL went down between “panic buy” months and the rest of the year – landing at $64/order (and lower than previous years) New buyer AOV was significantly higher in March-May timeframe, indicating the early “panic buy” ↑ ↑ ↑ Average order value 2019 2020 New Buyers New Buyers Repeat Buyers Repeat Buyers Overall Overall $277 $168 $101 $110 $107 $122 $97 $94 $87 $64 $87 $64
- 26. 26 © 2021 Epsilon Data Management, LLC. All rights reserved. Proprietary and confidential. All names and logos are trademarks or registered trademarks of their respective owners. MARCH - MAY $143 $130 $131 $142 $134 $135 New Buyers Repeat Buyers Overall Average Order Value 2019 2020 JUNE - DECEMBER $132 $128 $128 $136 $135 $135 New Buyers Repeat Buyers Overall Average Order Value 2019 2020 DIRECT AOV WAS FLAT FROM EARLY TO LATE 2020 BUT SIGNIFICANTLY HIGHER YOY Higher AOV is seemingly the most likely long-lasting trend across buyer categories ↑ ↑ ↑ ↑ ↑ ↑
- 27. 27 © 2021 Epsilon Data Management, LLC. All rights reserved. Proprietary and confidential. All names and logos are trademarks or registered trademarks of their respective owners. JUNE – DEC 2020 Average Order Value New Buyers Repeat Buyers Overall 2019 2020 4.5 $97 6.8 6.6 $87 New Buyers Repeat Buyers Overall 2019 2020 JUNE – DEC 2020 In-store Transactions per Household CONSUMERS WERE MORE LIKELY TO MAKE MORE, SMALLER PURCHASES IN-STORE ↑ ↑ ↑ ↑ ↑ 4.5 6.0 6.8 10.7 6.6 10.5 $94 $64 $87 $64 ↑ ↑ JUNE - DECEMBER 2020
- 28. 28 © 2021 Epsilon Data Management, LLC. All rights reserved. Proprietary and confidential. All names and logos are trademarks or registered trademarks of their respective owners.
- 29. 29 © 2021 Epsilon Data Management, LLC. All rights reserved. Proprietary and confidential. All names and logos are trademarks or registered trademarks of their respective owners. HOW DID 2020 NEW BUYERS FARE INTO 2021 COMPARED TO THEIR COUNTERPARTS FROM 2019? How new buyers from March-May 2019 spent in March-April 2020: Retention Rate AOV Trans/ HH $/HH 25% $139 2.9 $411 Compare to how new buyers from March-May 2020 spent in March-April 2021: Retention Rate AOV Trans/ HH $/HH 25% $143 3.1 $439 New buyers from 2020-2021 had a higher AOV and more transactions per household than their 2019-2020 counterparts. DIRECT:
- 30. 30 © 2021 Epsilon Data Management, LLC. All rights reserved. Proprietary and confidential. All names and logos are trademarks or registered trademarks of their respective owners. HOW DID 2020 NEW BUYERS FARE INTO 2021 COMPARED TO THEIR COUNTERPARTS FROM 2019? How new buyers from March-May 2019 spent in March-April 2020: Compare to how new buyers from March-May 2020 spent in March-April 2021: Buyers during March – May 2020 are repeating at a higher rate in in-store shopping than the year before, but still lower than Direct Retention Rate AOV Trans/ HH $/HH 17% $94 3.1 $286 Retention Rate AOV Trans/ HH $/HH 23% $73 5.4 $395 RETAIL:
- 31. 31 © 2021 Epsilon Data Management, LLC. All rights reserved. Proprietary and confidential. All names and logos are trademarks or registered trademarks of their respective owners. HOW DID 2020 REPEAT BUYERS FARE INTO 2021 COMPARED TO THEIR COUNTERPARTS FROM 2019? How repeat buyers from March to May 2019 spent from March to April 2020: Retention Rate AOV Trans/ HH $/HH 64% $133 3.6 $482 Retention Rate AOV Trans/ HH $/HH 65% $141 3.8 $533 Compare to how repeat buyers from March to May 2020 spent from March to April 2021: 2020 repeat buyers had higher AOV in 2021 than repeat buyers from the previous year (but still nearly flat retention rates). DIRECT:
- 32. 32 © 2021 Epsilon Data Management, LLC. All rights reserved. Proprietary and confidential. All names and logos are trademarks or registered trademarks of their respective owners. ADDITIONAL 2021 ACTIVITY RETAIL How repeat buyers from March-May 2019 spent from March-April 2020: How repeat buyers from March-May 2020 spent from March-April 2021: Repeat buyers had a much higher retention rate and number of transactions per household YOY, though their AOV was significantly less, suggesting people made more trips for fewer things or at lower price points. Retention Rate AOV Trans/ HH $/HH 45% $90 3.4 $309 Retention Rate AOV Trans/ HH $/HH 63% $59 7.6 $448 RETAIL:
- 33. 33 © 2021 Epsilon Data Management, LLC. All rights reserved. Proprietary and confidential. All names and logos are trademarks or registered trademarks of their respective owners.
- 34. 34 © 2021 Epsilon Data Management, LLC. All rights reserved. Proprietary and confidential. All names and logos are trademarks or registered trademarks of their respective owners. WHAT SHOULD YOU DO WITH THIS INFORMATION? Leverage transactional data to find the people that are consistently purchasing in your category 1
- 35. 35 © 2021 Epsilon Data Management, LLC. All rights reserved. Proprietary and confidential. All names and logos are trademarks or registered trademarks of their respective owners. WHAT SHOULD YOU DO WITH THIS INFORMATION? Identify areas to simplify online/direct buying cycle 2
- 36. 36 © 2021 Epsilon Data Management, LLC. All rights reserved. Proprietary and confidential. All names and logos are trademarks or registered trademarks of their respective owners. WHAT SHOULD YOU DO WITH THIS INFORMATION? Invest in your data and continuously monitor it 3
- 37. 37 © 2021 Epsilon Data Management, LLC. All rights reserved. Proprietary and confidential. All names and logos are trademarks or registered trademarks of their respective owners. WANT TO GET THE FULL RESEARCH? GET EVERY. SINGLE. DATA. POINT. Fill out the ”Contact us” form on Epsilon’s website to learn more about Epsilon Data from one of our experts.
- 38. THANK YOU
- 39. THANK YOU
- 40. 40 © 2021 Epsilon Data Management, LLC. All rights reserved. Proprietary and confidential. All names and logos are trademarks or registered trademarks of their respective owners. APPAREL & ACCESSORIES JUNE - DECEMBER 12% 12% 42% 40% 39% 37% 9% 9% 31% 30% 28% 27% 2% 2% 9% 9% 8% 8% 3% 3% 11% 10% 10% 9% 1% 0% 6% 4% 6% 3% 2019 2020 2019 2020 2019 2020 New Buyers Repeat Buyers Overall Apparel & Accessories Overall Female Apparel Male & Female Apparel Male Apparel Mature Female Apparel DIRECT BUYERS’ RETENTION RATES
- 41. 41 © 2021 Epsilon Data Management, LLC. All rights reserved. Proprietary and confidential. All names and logos are trademarks or registered trademarks of their respective owners. HOME FURNISHINGS MARCH - MAY Home & Garden Overall YOY Trends New Buyers Repeat Buyers Overall Sum of Revenue 37% 49% 48% Sum of Trans 58% 52% 53% Sum of HHs 50% 39% 40% AOV -13% -2% -3% $/HH -8% 7% 6% Trans/HH 5% 9% 9%
- 42. 42 © 2021 Epsilon Data Management, LLC. All rights reserved. Proprietary and confidential. All names and logos are trademarks or registered trademarks of their respective owners. 0% 2% 4% 6% 8% 10% 12% 14% 16% 18% Patio & Garden Home Décor Home Fixtures & Furniture Bath & Kitchen Home & Garden Overall New Buyers: % of 3M Households 2019 2020 HOME FURNISHINGS MARCH - MAY +7% +16% -3% +5% +18%
- 43. 43 © 2021 Epsilon Data Management, LLC. All rights reserved. Proprietary and confidential. All names and logos are trademarks or registered trademarks of their respective owners. HOME FURNISHINGS JUNE - DECEMBER Home & Garden Overall YOY Trends New Buyers Repeat Buyers Overall Sum of Revenue 67% 55% 56% Sum of Trans 60% 42% 43% Sum of HHs 58% 32% 33% AOV 4% 9% 9% $/HH 6% 17% 17% Trans/HH 2% 7% 7%
- 44. 44 © 2021 Epsilon Data Management, LLC. All rights reserved. Proprietary and confidential. All names and logos are trademarks or registered trademarks of their respective owners. HOME FURNISHINGS JUNE - DECEMBER 9% 10% 25% 28% 23% 26% 2% 2% 7% 9% 6% 8% 1% 1% 2% 4% 2% 3% 7% 7% 18% 20% 17% 19% 1% 1% 3% 4% 3% 3% 2019 2020 2019 2020 2019 2020 New Buyers Repeat Buyers Overall Direct Buyers’ Retention Rates Home & Garden Overall Bath & Kitchen Home Fixtures & Furniture Home Décor Patio & Garden
- 45. 45 © 2021 Epsilon Data Management, LLC. All rights reserved. Proprietary and confidential. All names and logos are trademarks or registered trademarks of their respective owners. FASHION & BEAUTY EXTRAS MARCH - MAY Fashion & Beauty Extras: Overall YOY Trends New Buyers Repeat Buyers Overall Sum of Revenue 13% -3% -2% Sum of Trans 1% 4% 4% Sum of HHs 27% 11% 12% AOV 12% -6% -5% $/HH -11% -12% -12% Trans/HH -21% -6% -7%
- 46. 46 © 2021 Epsilon Data Management, LLC. All rights reserved. Proprietary and confidential. All names and logos are trademarks or registered trademarks of their respective owners. 0% 5% 10% 15% 20% 25% Shoes Jewelry Health & Beauty Fashion Accessories Fashion & Beauty Extras Overall New Buyers: % of 3M Households 2019 2020 FASHION & BEAUTY EXTRAS MARCH - MAY +14% +9% -17% +100% +27%
- 47. 47 © 2021 Epsilon Data Management, LLC. All rights reserved. Proprietary and confidential. All names and logos are trademarks or registered trademarks of their respective owners. FASHION & BEAUTY EXTRAS JUNE - DECEMBER Fashion & Beauty Extras: Overall YOY Trends New Buyers Repeat Buyers Overall Sum of Revenue 13% 5% 5% Sum of Trans 0% 6% 6% Sum of HHs 27% 13% 13% AOV 13% -1% -1% $/HH -11% -7% -7% Trans/HH -21% -6% -7%
- 48. 48 © 2021 Epsilon Data Management, LLC. All rights reserved. Proprietary and confidential. All names and logos are trademarks or registered trademarks of their respective owners. FASHION & BEAUTY EXTRAS JUNE - DECEMBER 6% 6% 21% 20% 19% 18% 1% 1% 5% 5% 5% 5% 4% 3% 9% 9% 9% 8% 1% 1% 2% 2% 2% 2% 2% 2% 7% 7% 7% 6% 2019 2020 2019 2020 2019 2020 New Buyers Repeat Buyers Overall Direct Buyers’ Retention Rates Fashion & Beauty Extras Overall Fashion Accessories Health & Beauty Jewelry Shoes
- 49. 49 © 2021 Epsilon Data Management, LLC. All rights reserved. Proprietary and confidential. All names and logos are trademarks or registered trademarks of their respective owners. FOOD & GIFTS MARCH - MAY Food & Gifts: Overall YOY Trends New Buyers Repeat Buyers Overall Sum of Revenue 80% 57% 59% Sum of Trans 54% 27% 29% Sum of HHs 49% 30% 32% AOV 17% 23% 23% $/HH 21% 21% 20% Trans/HH 3% -2% -2%
- 50. 50 © 2021 Epsilon Data Management, LLC. All rights reserved. Proprietary and confidential. All names and logos are trademarks or registered trademarks of their respective owners. FOOD & GIFTS MARCH - MAY 0% 2% 4% 6% 8% 10% 12% 14% Gourmet Food Gifts Food & Gifts Overall New Buyers: % of 3M Households 2019 2020 +13% +12% +9%
- 51. 51 © 2021 Epsilon Data Management, LLC. All rights reserved. Proprietary and confidential. All names and logos are trademarks or registered trademarks of their respective owners. FOOD & GIFTS JUNE - DECEMBER Food & Gifts Overall YOY Trends New Buyers Repeat Buyers Overall Sum of Revenue 83% 47% 49% Sum of Trans 78% 34% 36% Sum of HHs 64% 26% 28% AOV 3% 10% 10% $/HH 11% 17% 17% Trans/HH 9% 6% 6%
- 52. 52 © 2021 Epsilon Data Management, LLC. All rights reserved. Proprietary and confidential. All names and logos are trademarks or registered trademarks of their respective owners. FOOD & GIFTS JUNE - DECEMBER 13% 15% 38% 41% 35% 37% 8% 9% 28% 29% 26% 26% 6% 8% 15% 19% 14% 17% 2019 2020 2019 2020 2019 2020 New Buyers Repeat Buyers Overall Direct Buyers’ Retention Rates Food & Gifts Overall Gifts Gourmet Food
- 53. 53 © 2021 Epsilon Data Management, LLC. All rights reserved. Proprietary and confidential. All names and logos are trademarks or registered trademarks of their respective owners. HOBBIES & INTERESTS MARCH - MAY Hobbies & Interests: Overall YOY Trends New Buyers Repeat Buyers Overall Sum of Revenue 50% 33% 36% Sum of Trans 65% 31% 35% Sum of HHs 62% 32% 35% AOV -9% 2% 1% $/HH -7% 1% 0% Trans/HH 2% 0% 0%
- 54. 54 © 2021 Epsilon Data Management, LLC. All rights reserved. Proprietary and confidential. All names and logos are trademarks or registered trademarks of their respective owners. HOBBIES & INTERESTS MARCH - MAY 0% 5% 10% 15% 20% 25% Garage & Shop Supplies Fitness & Outdoor Rec Electronics & Media Crafts & Collectibles Animal Enthusiast Hobbies & Interests Overall New Buyers: % of 3M Households 2019 2020 +20% +27% +7% +42% +22% +14%
- 55. 55 © 2021 Epsilon Data Management, LLC. All rights reserved. Proprietary and confidential. All names and logos are trademarks or registered trademarks of their respective owners. HOBBIES & INTERESTS JUNE - DECEMBER Hobbies & Interests: Overall YOY Trends New Buyers Repeat Buyers Overall Sum of Revenue 77% 48% 49% Sum of Trans 73% 42% 43% Sum of HHs 69% 38% 39% AOV 2% 4% 4% $/HH 5% 7% 7% Trans/HH 3% 3% 3%
- 56. 56 © 2021 Epsilon Data Management, LLC. All rights reserved. Proprietary and confidential. All names and logos are trademarks or registered trademarks of their respective owners. HOBBIES & INTERESTS JUNE - DECEMBER 3% 3% 10% 12% 9% 11% 0% 0% 1% 1% 1% 1% 1% 1% 5% 6% 5% 5% 1% 1% 3% 4% 3% 4% 4% 5% 13% 16% 12% 14% 1% 1% 1% 2% 1% 2% 2019 2020 2019 2020 2019 2020 New Buyers Repeat Buyers Overall Direct Buyers’ Retention Rates Hobbies & Interests Overall Animal Enthusiast Crafts & Collectibles Electronics & Media Fitness & Outdoor Rec Garage & Shop Supplies
- 57. 57 © 2021 Epsilon Data Management, LLC. All rights reserved. Proprietary and confidential. All names and logos are trademarks or registered trademarks of their respective owners. KIDS MARCH - MAY Hobbies & Interests: Overall YOY Trends New Buyers Repeat Buyers Overall Sum of Revenue 50% 32% 34% Sum of Trans 52% 29% 31% Sum of HHs 47% 25% 28% AOV -1% 3% 2% $/HH 3% 5% 4% Trans/HH 4% 3% 2%
- 58. 58 © 2021 Epsilon Data Management, LLC. All rights reserved. Proprietary and confidential. All names and logos are trademarks or registered trademarks of their respective owners. KIDS MARCH - MAY 13% 13% 14% 14% 15% 15% 16% 16% Kids New Buyers: % of 3M Households 2019 2020 +14%
- 59. 59 © 2021 Epsilon Data Management, LLC. All rights reserved. Proprietary and confidential. All names and logos are trademarks or registered trademarks of their respective owners. KIDS JUNE - DECEMBER Hobbies & Interests: Overall YOY Trends New Buyers Repeat Buyers Overall Sum of Revenue 40% 32% 32% Sum of Trans 39% 19% 20% Sum of HHs 44% 20% 21% AOV 1% 11% 10% $/HH -3% 10% 9% Trans/HH -3% -1% -1%
- 60. 60 © 2021 Epsilon Data Management, LLC. All rights reserved. Proprietary and confidential. All names and logos are trademarks or registered trademarks of their respective owners. KIDS JUNE - DECEMBER 7% 7% 15% 16% 14% 15% 2019 2020 2019 2020 2019 2020 New Buyers Repeat Buyers Overall Direct Buyers’ Retention Rates Kids
Editor's Notes
- The lockdowns in 2020 lead to a captive audience as consumers were at home in need of products and services for necessity and for 'entertainment'. With many brick-and-mortar shopping experiences closed and "shopping as a pastime" nearly eliminated, consumers turned to online options fill those needs We all saw Retail take a huge hit as stores closed, which drove demand online. Overall retail declined by 66% during this time. Direct saw a 43% increase ON AVERAGE, some brands saw over 100% increase which was directly related to the category of product you provide. Repeat buyers in the Direct channel also saw a 17% increase for an overall 20% increase. Brands saw a 43% increase in new buyers across direct channels in 2020 compared to the previous year. That said, it didn’t necessarily make up for the delta from the lack of new buyers in in-store channels Repeat buyers were also up on direct channels – seeing a 17% increase YOY in repeat buyers
- So what did these NTF and Repeat buyers look like? Were they different? Yes, they were different. Not by huge swings but remember this is the average across millions of buyers. Commentary on how both in-store and direct channels were attracting a new type of buyer that was not previously with the brand across in-store and direct channels. What’s the context? Could be read as stealing marketshare from others? Younger demographics, new families, etc. looking for what was available where they could get it vs. shopping their typical stores? Lots of “brand swapping” with this group – differs from what is considered their typical, “loyal” customer base? Wasn’t all panic buying – didn’t need to go to work, etc. – just browsing the web – opted in for emails, etc. and recreational shopping over the web vs. walking to a new store. People tried new hobbies – forced to cook at home more, restaurants were closed, people were trying gardening and collecting things to entertain kids around the house. Are these people going to stick around with new hobbies from this time last year or not?
- So what did these NTF and Repeat buyers look like? Were they different? Yes, they were different. Not by huge swings but remember this is the average across millions of buyers. Commentary on how both in-store and direct channels were attracting a new type of buyer that was not previously with the brand across in-store and direct channels. What’s the context? Could be read as stealing marketshare from others? Younger demographics, new families, etc. looking for what was available where they could get it vs. shopping their typical stores? Lots of “brand swapping” with this group – differs from what is considered their typical, “loyal” customer base? Wasn’t all panic buying – didn’t need to go to work, etc. – just browsing the web – opted in for emails, etc. and recreational shopping over the web vs. walking to a new store. People tried new hobbies – forced to cook at home more, restaurants were closed, people were trying gardening and collecting things to entertain kids around the house. Are these people going to stick around with new hobbies from this time last year or not?
- Not a dramatic difference - still down a bit YOY but not a dramatic increase in transactions. Have to pay for shipping if you buy direct, not going to make as many transactions - this is the number of transactions during that period, not just in a day Gained a lot of new households and customers, but the activity of those people was the same as other new buyers Speaks a lot to what those brands were offering at that time, don't have the same turn of inventory as retailers. DIRECT: Purchase frequency was highest for Repeat Buyers at 2.7 transactions per household compared to 1.6 for New Buyers. IN-STORE: Repeat buyers had 2.6 visits on average, whereas new buyers only had 1.8 visits on average – both were in line (with some changes) from 2019.
- During the same timeframe, the people that could go in-store did spend a lot, but those dollars didn't necessarily translate into the direct channel. "Panic buying" extended beyond just grocery here Spend: DIRECT: New Buyers spent $142 per order, whereas Repeat Buyers spent $134. IN-STORE: New Buyers spent $277 per purchase, whereas Repeat Buyers spent $110.
- For reference: RETAIL: 34% of the 2020 New March to May Buyers were retained, a decrease of 11% YOY
- For reference: In-store was flat overall as well Bigger dump of new customers to online or direct - want to know if these people are continuing First phase - so many people shifted into online, now looking at if they are/are not continuing online
- AOV was relatively flat from early to later pandemic - $135 average across the year, but for both March-May and June-Dec (across new and repeat buyers), AOV was up significantly from $128/order to $135/order
- Reactivation was a big component here
- Apparel & Accessories – Direct – March-May highlights: While Apparel-related purchases went down at physical stores, the Direct channel saw a surge in New Buyers. Unfortunately, revenue was down 7% overall, but at least folks were finding their favorite and new brands through other channels. New Buyers made up a higher proportion of the active 3-month households. Revenue from New Buyers was up in March to May for all categories, except in Mature Female Apparel. Apparel & Accessories – Direct – June-Dec highlights: When following the March to May buyer segments, both the New and the Repeat Buyers spend was up from June to December. AOV and purchase frequency was down. The increase in active New and Repeat buyers drove the growth. New Buyer retention rates were fairly flat, whereas Repeat Buyers retention was down in most cases. Similar to earlier in the year, the Mature Female Apparel brands struggled to convert these New and Repeat Buyers, but other apparel offers saw growth with them.
- Home Furnishings – Direct – March-May highlights: The Home & Garden market also experienced a surge of New and Repeat Buyers, which drove revenue up over 2019 levels. AOV declined, but purchase frequency was up. New Buyers made up a higher proportion of the active 3-month households for all the categories except for Home Fixtures & Furniture. All the buyer segments also spent more at a category level in March to May 2020. Bath & Kitchen saw the largest increases, with Patio & Garden brands coming in second place. Home Furnishings – Direct – June-Dec highlights: When following the March to May buyer segments for the remainder of the year, both the New and the Repeat Buyers spend was also up from June to December 2020. Dramatic increases in active buyers drove this growth. Increases in purchase frequency and AOV further contributed to the growth in revenue. Repeat Direct Buyers’ retention rates were up in 2020. Revenue increases seen earlier in the year, were also happening in June to December for New and Repeat Buyers across all the Home & Garden categories.
- Home Furnishings – Direct – March-May highlights: The Home & Garden market also experienced a surge of New and Repeat Buyers, which drove revenue up over 2019 levels. AOV declined, but purchase frequency was up. New Buyers made up a higher proportion of the active 3-month households for all the categories except for Home Fixtures & Furniture. All the buyer segments also spent more at a category level in March to May 2020. Bath & Kitchen saw the largest increases, with Patio & Garden brands coming in second place. Home Furnishings – Direct – June-Dec highlights: When following the March to May buyer segments for the remainder of the year, both the New and the Repeat Buyers spend was also up from June to December 2020. Dramatic increases in active buyers drove this growth. Increases in purchase frequency and AOV further contributed to the growth in revenue. Repeat Direct Buyers’ retention rates were up in 2020. Revenue increases seen earlier in the year, were also happening in June to December for New and Repeat Buyers across all the Home & Garden categories.
- Home Furnishings – Direct – March-May highlights: The Home & Garden market also experienced a surge of New and Repeat Buyers, which drove revenue up over 2019 levels. AOV declined, but purchase frequency was up. New Buyers made up a higher proportion of the active 3-month households for all the categories except for Home Fixtures & Furniture. All the buyer segments also spent more at a category level in March to May 2020. Bath & Kitchen saw the largest increases, with Patio & Garden brands coming in second place. Home Furnishings – Direct – June-Dec highlights: When following the March to May buyer segments for the remainder of the year, both the New and the Repeat Buyers spend was also up from June to December 2020. Dramatic increases in active buyers drove this growth. Increases in purchase frequency and AOV further contributed to the growth in revenue. Repeat Direct Buyers’ retention rates were up in 2020. Revenue increases seen earlier in the year, were also happening in June to December for New and Repeat Buyers across all the Home & Garden categories.
- Home Furnishings – Direct – March-May highlights: The Home & Garden market also experienced a surge of New and Repeat Buyers, which drove revenue up over 2019 levels. AOV declined, but purchase frequency was up. New Buyers made up a higher proportion of the active 3-month households for all the categories except for Home Fixtures & Furniture. All the buyer segments also spent more at a category level in March to May 2020. Bath & Kitchen saw the largest increases, with Patio & Garden brands coming in second place. Home Furnishings – Direct – June-Dec highlights: When following the March to May buyer segments for the remainder of the year, both the New and the Repeat Buyers spend was also up from June to December 2020. Dramatic increases in active buyers drove this growth. Increases in purchase frequency and AOV further contributed to the growth in revenue. Repeat Direct Buyers’ retention rates were up in 2020. Revenue increases seen earlier in the year, were also happening in June to December for New and Repeat Buyers across all the Home & Garden categories.
- Fashion & beauty extras – Direct – March-May highlights: In March to May, Fashion & Beauty Extras brands had more New and Repeat Buyers compared to the same time in 2019. Revenue from New Buyers was up 13% but down 3% for Repeat Buyers. New Buyers made up a higher proportion of the active 3-month households for all the Fashion & Beauty Extras categories, except for Health & Beauty. March to May revenue was up for Health & Beauty and Jewelry brands, but down for Fashion Accessories and Shoe brands Fashion & beauty extras – Direct – June-Dec highlights: When following the March to May buyer segments, both the New and the Repeat Buyers spend was up from June to December 2020. Purchase frequency was down 7% on average. Increases in active New and Repeat Buyers drove the growth. From 2019 to 2020, New Buyer retention rates were flat, whereas Repeat Buyers retention rates were down in most cases. These New and Repeat Buyers increased their spend in June to December with all the Fashion & Beauty Extra categories except Repeat Buyers with Shoes and New Buyers with Health & Beauty.
- Fashion & beauty extras – Direct – March-May highlights: In March to May, Fashion & Beauty Extras brands had more New and Repeat Buyers compared to the same time in 2019. Revenue from New Buyers was up 13% but down 3% for Repeat Buyers. New Buyers made up a higher proportion of the active 3-month households for all the Fashion & Beauty Extras categories, except for Health & Beauty. March to May revenue was up for Health & Beauty and Jewelry brands, but down for Fashion Accessories and Shoe brands Fashion & beauty extras – Direct – June-Dec highlights: When following the March to May buyer segments, both the New and the Repeat Buyers spend was up from June to December 2020. Purchase frequency was down 7% on average. Increases in active New and Repeat Buyers drove the growth. From 2019 to 2020, New Buyer retention rates were flat, whereas Repeat Buyers retention rates were down in most cases. These New and Repeat Buyers increased their spend in June to December with all the Fashion & Beauty Extra categories except Repeat Buyers with Shoes and New Buyers with Health & Beauty.
- Fashion & beauty extras – Direct – March-May highlights: In March to May, Fashion & Beauty Extras brands had more New and Repeat Buyers compared to the same time in 2019. Revenue from New Buyers was up 13% but down 3% for Repeat Buyers. New Buyers made up a higher proportion of the active 3-month households for all the Fashion & Beauty Extras categories, except for Health & Beauty. March to May revenue was up for Health & Beauty and Jewelry brands, but down for Fashion Accessories and Shoe brands Fashion & beauty extras – Direct – June-Dec highlights: When following the March to May buyer segments, both the New and the Repeat Buyers spend was up from June to December 2020. Purchase frequency was down 7% on average. Increases in active New and Repeat Buyers drove the growth. From 2019 to 2020, New Buyer retention rates were flat, whereas Repeat Buyers retention rates were down in most cases. These New and Repeat Buyers increased their spend in June to December with all the Fashion & Beauty Extra categories except Repeat Buyers with Shoes and New Buyers with Health & Beauty.
- Fashion & beauty extras – Direct – March-May highlights: In March to May, Fashion & Beauty Extras brands had more New and Repeat Buyers compared to the same time in 2019. Revenue from New Buyers was up 13% but down 3% for Repeat Buyers. New Buyers made up a higher proportion of the active 3-month households for all the Fashion & Beauty Extras categories, except for Health & Beauty. March to May revenue was up for Health & Beauty and Jewelry brands, but down for Fashion Accessories and Shoe brands Fashion & beauty extras – Direct – June-Dec highlights: When following the March to May buyer segments, both the New and the Repeat Buyers spend was up from June to December 2020. Purchase frequency was down 7% on average. Increases in active New and Repeat Buyers drove the growth. From 2019 to 2020, New Buyer retention rates were flat, whereas Repeat Buyers retention rates were down in most cases. These New and Repeat Buyers increased their spend in June to December with all the Fashion & Beauty Extra categories except Repeat Buyers with Shoes and New Buyers with Health & Beauty.
- Food & gifts – Direct – March-May highlights: Food & Gift brands had a large increase in New and Repeat buyers, which drove revenue up substantially over the same time in 2019. AOV was also up by double-digits. Purchase frequency was up for New Buyers and down for Repeat Buyers. As with many other Direct markets, New Buyers made up a higher proportion of the active 3-month households. Gourmet Food brands saw triple-digit increases in gross revenue, while Gift brands were up by double-digits. Food & gifts – Direct – June-Dec highlights: When following the March to May buyer segments for the remainder of the year, both the New and the Repeat Buyers spend was up from June to December 2020. Dramatic increases in active buyers drove this growth. Purchase frequency and AOV were up and further contributed to the growth in revenue. New and Repeat Direct Buyers’ retention rates were up in 2020. The trend from March to May continued into June to December with tremendous growth for both New and Repeat Buyers with Gifts and Gourmet Food brands.
- Food & gifts – Direct – March-May highlights: Food & Gift brands had a large increase in New and Repeat buyers, which drove revenue up substantially over the same time in 2019. AOV was also up by double-digits. Purchase frequency was up for New Buyers and down for Repeat Buyers. As with many other Direct markets, New Buyers made up a higher proportion of the active 3-month households. Gourmet Food brands saw triple-digit increases in gross revenue, while Gift brands were up by double-digits. Food & gifts – Direct – June-Dec highlights: When following the March to May buyer segments for the remainder of the year, both the New and the Repeat Buyers spend was up from June to December 2020. Dramatic increases in active buyers drove this growth. Purchase frequency and AOV were up and further contributed to the growth in revenue. New and Repeat Direct Buyers’ retention rates were up in 2020. The trend from March to May continued into June to December with tremendous growth for both New and Repeat Buyers with Gifts and Gourmet Food brands.
- Food & gifts – Direct – March-May highlights: Food & Gift brands had a large increase in New and Repeat buyers, which drove revenue up substantially over the same time in 2019. AOV was also up by double-digits. Purchase frequency was up for New Buyers and down for Repeat Buyers. As with many other Direct markets, New Buyers made up a higher proportion of the active 3-month households. Gourmet Food brands saw triple-digit increases in gross revenue, while Gift brands were up by double-digits. Food & gifts – Direct – June-Dec highlights: When following the March to May buyer segments for the remainder of the year, both the New and the Repeat Buyers spend was up from June to December 2020. Dramatic increases in active buyers drove this growth. Purchase frequency and AOV were up and further contributed to the growth in revenue. New and Repeat Direct Buyers’ retention rates were up in 2020. The trend from March to May continued into June to December with tremendous growth for both New and Repeat Buyers with Gifts and Gourmet Food brands.
- Food & gifts – Direct – March-May highlights: Food & Gift brands had a large increase in New and Repeat buyers, which drove revenue up substantially over the same time in 2019. AOV was also up by double-digits. Purchase frequency was up for New Buyers and down for Repeat Buyers. As with many other Direct markets, New Buyers made up a higher proportion of the active 3-month households. Gourmet Food brands saw triple-digit increases in gross revenue, while Gift brands were up by double-digits. Food & gifts – Direct – June-Dec highlights: When following the March to May buyer segments for the remainder of the year, both the New and the Repeat Buyers spend was up from June to December 2020. Dramatic increases in active buyers drove this growth. Purchase frequency and AOV were up and further contributed to the growth in revenue. New and Repeat Direct Buyers’ retention rates were up in 2020. The trend from March to May continued into June to December with tremendous growth for both New and Repeat Buyers with Gifts and Gourmet Food brands.
- Hobbies & interests – Direct – March-May highlights: Hobbies & Interests brands had more New and Repeat buyers in 2020, which drove revenue up over the same time in 2019. AOV was down for New Buyers and up for Repeat Buyers. Purchase frequency rose 2% for New Buyers and was flat for Repeat Buyers. Like other Direct markets, New Buyers made up a higher proportion of the active 3-month households. Aside from New Buyers spend with Crafts & Collectibles, all the other categories saw growth from both New and Repeat Buyers in March through May 2020. Hobbies & interests – Direct – June-December highlights: When following the March to May buyer segments, both the New and the Repeat Buyers spend was up from June to December. Increases in AOV and purchase frequency also contributed to the growth. Double-digit increases in active New and Repeat buyers was the driver of the growth though. Retention rates were higher for more of the Repeat Buyer segments; whereas there was little change for New Buyers. Gross revenue was up for all segments and categories in the Hobbies & Interests market.
- Hobbies & interests – Direct – March-May highlights: Hobbies & Interests brands had more New and Repeat buyers in 2020, which drove revenue up over the same time in 2019. AOV was down for New Buyers and up for Repeat Buyers. Purchase frequency rose 2% for New Buyers and was flat for Repeat Buyers. Like other Direct markets, New Buyers made up a higher proportion of the active 3-month households. Aside from New Buyers spend with Crafts & Collectibles, all the other categories saw growth from both New and Repeat Buyers in March through May 2020. Hobbies & interests – Direct – June-December highlights: When following the March to May buyer segments, both the New and the Repeat Buyers spend was up from June to December. Increases in AOV and purchase frequency also contributed to the growth. Double-digit increases in active New and Repeat buyers was the driver of the growth though. Retention rates were higher for more of the Repeat Buyer segments; whereas there was little change for New Buyers. Gross revenue was up for all segments and categories in the Hobbies & Interests market.
- Hobbies & interests – Direct – March-May highlights: Hobbies & Interests brands had more New and Repeat buyers in 2020, which drove revenue up over the same time in 2019. AOV was down for New Buyers and up for Repeat Buyers. Purchase frequency rose 2% for New Buyers and was flat for Repeat Buyers. Like other Direct markets, New Buyers made up a higher proportion of the active 3-month households. Aside from New Buyers spend with Crafts & Collectibles, all the other categories saw growth from both New and Repeat Buyers in March through May 2020. Hobbies & interests – Direct – June-December highlights: When following the March to May buyer segments, both the New and the Repeat Buyers spend was up from June to December. Increases in AOV and purchase frequency also contributed to the growth. Double-digit increases in active New and Repeat buyers was the driver of the growth though. Retention rates were higher for more of the Repeat Buyer segments; whereas there was little change for New Buyers. Gross revenue was up for all segments and categories in the Hobbies & Interests market.
- Hobbies & interests – Direct – March-May highlights: Hobbies & Interests brands had more New and Repeat buyers in 2020, which drove revenue up over the same time in 2019. AOV was down for New Buyers and up for Repeat Buyers. Purchase frequency rose 2% for New Buyers and was flat for Repeat Buyers. Like other Direct markets, New Buyers made up a higher proportion of the active 3-month households. Aside from New Buyers spend with Crafts & Collectibles, all the other categories saw growth from both New and Repeat Buyers in March through May 2020. Hobbies & interests – Direct – June-December highlights: When following the March to May buyer segments, both the New and the Repeat Buyers spend was up from June to December. Increases in AOV and purchase frequency also contributed to the growth. Double-digit increases in active New and Repeat buyers was the driver of the growth though. Retention rates were higher for more of the Repeat Buyer segments; whereas there was little change for New Buyers. Gross revenue was up for all segments and categories in the Hobbies & Interests market.
- Kids – Direct – March-May highlights: Buyers, which drove revenue up over 2019 levels. AOV declined for New Buyers but grew for Repeat Buyers. Purchase frequency was up across the board. Spend per household was up as a result of these changes. New Buyers made up a higher proportion of the active 3-month households in the Kids market – with 14% growth in 2020. Kids – Direct – June-December highlights: When following the March to May buyer segments, both the New and the Repeat Buyers spend was also up in June to December. An increase in AOV also contributed to the growth. The double-digit increases in active New and Repeat buyers was the primary contributor of the growth though. Retention rates were higher Repeat Buyers; whereas there was little change year-over-year for New Buyers.
- Kids – Direct – March-May highlights: Buyers, which drove revenue up over 2019 levels. AOV declined for New Buyers but grew for Repeat Buyers. Purchase frequency was up across the board. Spend per household was up as a result of these changes. New Buyers made up a higher proportion of the active 3-month households in the Kids market – with 14% growth in 2020. Kids – Direct – June-December highlights: When following the March to May buyer segments, both the New and the Repeat Buyers spend was also up in June to December. An increase in AOV also contributed to the growth. The double-digit increases in active New and Repeat buyers was the primary contributor of the growth though. Retention rates were higher Repeat Buyers; whereas there was little change year-over-year for New Buyers.
- Kids – Direct – March-May highlights: Buyers, which drove revenue up over 2019 levels. AOV declined for New Buyers but grew for Repeat Buyers. Purchase frequency was up across the board. Spend per household was up as a result of these changes. New Buyers made up a higher proportion of the active 3-month households in the Kids market – with 14% growth in 2020. Kids – Direct – June-December highlights: When following the March to May buyer segments, both the New and the Repeat Buyers spend was also up in June to December. An increase in AOV also contributed to the growth. The double-digit increases in active New and Repeat buyers was the primary contributor of the growth though. Retention rates were higher Repeat Buyers; whereas there was little change year-over-year for New Buyers.
- Kids – Direct – March-May highlights: Buyers, which drove revenue up over 2019 levels. AOV declined for New Buyers but grew for Repeat Buyers. Purchase frequency was up across the board. Spend per household was up as a result of these changes. New Buyers made up a higher proportion of the active 3-month households in the Kids market – with 14% growth in 2020. Kids – Direct – June-December highlights: When following the March to May buyer segments, both the New and the Repeat Buyers spend was also up in June to December. An increase in AOV also contributed to the growth. The double-digit increases in active New and Repeat buyers was the primary contributor of the growth though. Retention rates were higher Repeat Buyers; whereas there was little change year-over-year for New Buyers.