The 2016 holiday shopping season is expected to see increased spending, with 41% of consumers planning to spend more than last year and a projected total of $692 billion in retail sales. Online shopping is dominating, with 92% of consumers intending to shop online, and mobile sales growing significantly. Retailers are responding by starting promotions earlier and extending sales beyond traditional shopping days.

1. RINGING IN
TRENDS &
INSIGHTS
Holiday
2016

2. Spending Increase
THIS HOLIDAY SEASON IS BIGGER THAN EVER; MAKE SURE
TO GET YOUR SHARE OF THE MULTIBILLION DOLLAR SEASON.
SPENDING MORE: 41% of all shoppers say they plan on
spending more this holiday season than they did last year.
SPENDING LONGER: There are two extra days between
Thanksgiving and Christmas this year, allowing for extra
shopping time.
SPENDING ON THEMSELVES: 57% of holiday shoppers plan
to take advantage of holiday sales to treat themselves.
Sources: Mintel, 2016; eMarketer, 2016; NRF, 2016.
MNI Targeted Media Inc. | 2016 Holiday Shopping Trends 2

3. Online Shopping
Is Dominating
BUYING ONLINE: 48% of consumers plan to purchase
all or nearly all of their gifts online this upcoming
holiday season.
PICKING UP IN-STORE: 32% of holiday shoppers
bought something online for in-store pick up, to save
on shipping charges and get the item faster.
M-COMMERCE: Mobile devices accounted for over
30% of all holiday online sales last season.
Sources: Mintel, 2016; eMarketer, 2016; NRF, 2016.
MNI Targeted Media Inc. | 2016 Holiday Shopping Trends 3

4. Promotions
LOOKING FOR DEALS: 40% of all holiday shoppers seek out
online promotions
EXTENDED SALE SEASON: The majority of retailers start
promotions as early as September, and are extending sales
into the new year.
s With the holiday season extended and sales continuing,
the emphasis on major shopping days like Black Friday
is starting to lessen.
Sources: Mintel, 2016; eMarketer, 2016; NRF, 2016.
MNI Targeted Media Inc. | 2016 Holiday Shopping Trends 4

5. On the Rise
s Since 2009, dollar spending for
November and December has
continued to grow, reaching
$682 billion in 2015.
s Retail sales in November and
December are projected to grow
1.3% this upcoming
holiday season, which is a
modest gain, but still
expected to surpass last year
by $10 billion.
s Sales during November and
December are estimated to
account for 18.7% of total
retail sales in 2016.
YEAR
SALES IN NOV. &
DEC. ($ BILLION)
% ANNUAL
CHANGE
2016
(est.)
$692 1.3
2015 $682 1.7
2014 $671 2.4
2013 $655 1.9
2012 $643 2.7
2011 $626 5.6
2010 $592 5.6
2009 $561 2.8
Source: Mintel, 2016.
MNI Targeted Media Inc. | 2016 Holiday Shopping Trends 5

6. How Are People
Shopping Online?
EVEN THOUGH MOBILE USE IS CONSTANTLY GROWING,
2015 NUMBERS INDICATE THAT DESKTOP DOMINATES.
DESKTOP MOBILE PHONE TABLET
69
% of Sales
$134.70
Average Order Value
47.5
% of Traffic
4.3%
Conversion Rate
16.4
% of Sales
$106.60
Average Order Value
40.5
% of Traffic
1.5%
Conversion Rate
14.6
% of Sales
$131.65
Average Order Value
11.9
% of Traffic
3.7%
Conversion Rate
All Values are from November–December 2015. Source: eMarketer, March 2016.
MNI Targeted Media Inc. | 2016 Holiday Shopping Trends 6

7. Driving Online Sales
CONSUMERS ARE USING DIFFERENT DEVICES
THROUGHOUT THE PURCHASE PROCESS.
Awareness
Something sparks an interest—
it meets a need or creates one.
Consideration
People think about it
and ask around.
Action
People buy,
join, sign
up, etc.
56% of online U.S.
consumer traffic
is conducted on
mobile devices.
The dollar value for
desktop purchases
is 21% higher than
purchases made
on mobile.
Sources: Mintel, 2016;
Marketing Land, 2015.
MNI Targeted Media Inc. | 2016 Holiday Shopping Trends 7

8. Advertise Early & Often
RUNNING ACROSS MULTIPLE DEVICES WILL HELP YOU REACH
CONSUMERS AT ALL POINTS, THROUGHOUT THE HOLIDAY
SHOPPING MONTHS.
Print
Desktop
& Mobile
Desktop
& Mobile
Desktop Mobile
Mobile
SEPTEMBER OCTOBER
BLACK
FRIDAY
CYBER
MONDAY
EARLY
DECEMBER
DAYS
LEADING
UP TO
CHRISTMAS
MNI Targeted Media Inc. | 2016 Holiday Shopping Trends 8

9. Online Domination
MILLENNIALS DOMINATE ONLINE HOLIDAY SHOPPING,
BUT THEY’RE NOT THE ONLY ONES WHO WILL DO MOST
OF THEIR SHOPPING ONLINE THIS SEASON.
92% of consumers are planning on shopping online this holiday season.
ALL
HOW MUCH SHOPPING WILL BE DONE ONLINE THIS YEAR (%)
MILLENNIALS
GEN. Z
GEN. X
BABY BOOMERS
WW2/SWING GEN.
All of it
More than half
About half
Less than half
None
I’m not
planning
on buying any
gifts this year
21 27 26 18 5 3
37 30 21 8 2 1
12 31 42 9 4 3
9 20 29 30 8 4
9 18 18 31 17 8
14 33 30 17 4 2
Source: Mintel, 2016.
MNI Targeted Media Inc. | 2016 Holiday Shopping Trends 9

10. Mobile Connectivity
CONSUMERS TURN TO THEIR MOBILE DEVICES
FOR SHOPPING SUPPORT.
MOBILE SALES GROWING: Last year, mobile sales increased
60% during the holidays, and they’re expected to grow
significantly this year as well.
SMARTPHONE TRAFFIC EXCEEDING DESKTOP:
Smartphone traffic rose substantially as Christmas grew
closer last year. In the days leading up to Christmas,
smartphone traffic exceeded desktop traffic.
IN-STORE SHOPPERS ARE GLUED TO THEIR MOBILES:
42% of in-store shoppers conducted online research while
in-store. 46% of those visited the retailer’s own website.
Sources: Mintel, 2016; NRF, 2016.
MNI Targeted Media Inc. | 2016 Holiday Shopping Trends 10

11. When Do
Consumers
Start Shopping?
s 40% of consumers begin their
shopping before November.
s Over half of consumers shop all year-
round, as they find items they like.
s Those most likely to shop year-round,
or earlier than November, are typically
adults, ages 18–34, with a HHI of $75k+;
those with at least three children in the
household; and Hispanics.
s 93% of consumers plan on purchasing
some sort of gift this holiday season.
EVEN THOUGH THE BULK OF
HOLIDAY SHOPPING IS DONE IN
NOVEMBER AND DECEMBER,
MANY CONSUMERS START
SHOPPING WELL BEFORE THEN.
WHEN ARE CONSUMERS HOLIDAY SHOPPING?
30%
47%
53%
57%
46%
Thanksgiving
Black Friday
Prior to
Thanksgiving
Year-Round
Cyber
Monday
Source: Mintel, 2016.MNI Targeted Media Inc. | 2016 Holiday Shopping Trends 11

12. Where are
People
Shopping?
s One-in-three consumers say they
prefer to purchase big-ticket-items
in person rather than online.
s Amazon is taking over—48% of
shoppers say they plan to do all or
nearly all of their holiday shopping
on this one site.
Source: Mintel, 2016.
WHEN THINKING ABOUT THE
UPCOMING 2016 HOLIDAY
SEASON, CONSUMERS PLAN ON
SHOPPING AT A WIDE VARIETY
OF RETAILERS.
67%
65%
49%
34%
32%
32%
29%
25%
25%
21%
19%
7%
MASS MERCHANDISERS
AMAZON.COM
DEPARTMENT STORES
WAREHOUSE CLUBS
DOLLAR STORES
ELECTRONIC STORES
DISCOUNT STORES
HOME IMPROVEMENT STORES
SPECIALTY CLOTHING STORES
SPORTING GOODS STORES
ONLINE-ONLY RETAILERS
NO PURCHASES THIS YEAR
MNI Targeted Media Inc. | 2016 Holiday Shopping Trends 12

13. It’s All About the Value
CONSUMERS ARE LOOKING FOR MORE VALUE FROM
RETAILERS WHEN SHOPPING THIS HOLIDAY SEASON.
Close to 60% of all transactions last year included free shipping.
56% of consumers said they abandoned their shopping cart because
the shipping costs made the total purchase more than expected.
63% | Free shipping from online retailers
38% | Fast delivery times for online orders
34% | Gift card coupons for future purchases post-holidays
22% | Free gift wrapping services
43% | Free gifts with purchase
WHAT CONSUMERS ARE LOOKING FOR
Source: Mintel, 2016.
MNI Targeted Media Inc. | 2016 Holiday Shopping Trends 13

14. ANY GIFT
GIFT CARDS
CLOTHING & FOOTWEAR
TOYS & GAMES
ELECTRONICS
JEWELRY & ACCESSORIES
FURNITURE, HOME DÉCOR, & COOKWARE
BEAUTY & PERSONAL CARE
APPLIANCES
What Gifts Are
Consumers
Buying?
PEOPLE WILL PAY MORE FOR THE
RIGHT GIFT: 86% of consumers say it is very
important for them to get the right gift, while only
78% say it is extremely important for them to stay
within their holiday budget.
GIFT CARDS REMAIN HOT: Retailers with gift cards
available online in multiple denominations will have
the most success.
EXPERIENCES TRUMP TANGIBLE GOODS:
Consumers are starting to shy away from tangible
items and beginning to go for experiences instead.
88% of Millennials say they would spend their
money on experiences, with 85% saying they would
purchase tangible items.
GIFTS SHOPPERS PLAN TO PURCHASE IN 2016
93%
60%
57%
49%
38%
35%
26%
25%
14%
Source: Mintel, 2016.MNI Targeted Media Inc. | 2016 Holiday Shopping Trends 14

15. The Wrap-Up
MORE PEOPLE ARE SHOPPING
Over 93% of people plan on making a holiday
purchase this year.
PEOPLE ARE SPENDING MORE MONEY
41% of consumers plan on spending more on gifts than
they did last year, adding up to the $10 billion dollar
increase in total sales.
PEOPLE ARE SHOPPING ON
MULTIPLE DEVICES
One device is not enough anymore. People are
beginning their preliminary research on their desktops
and mobiles, shopping in-store with their mobiles, and
ultimately completing purchases on their desktops.
THE SHOPPING SEASON IS
LONGER THAN EVER
Retailers are starting holiday sales earlier than ever
and extending them well past Christmas.
Source: Mintel, 2016.MNI Targeted Media Inc. | 2016 Holiday Shopping Trends

16. There’s still
time to capture
some holiday
shopping dollars!
holiday@mni.com
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