大学英语四级美文欣赏：免邮对网购者假期消费的影响思维导图

清水入喉

2023-03-17

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　　Increasingly, online shoppers won’t complete their orders unless free shipping is part of the deal. Nearly two-thirds of online purchases last week were shipped for free. 　

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思维导图大纲

promotionaladj.推销的，推销广告或宣传的

EvenbeforeHalloweenwasherein2011,itwasclearthatfreeshippingwouldbeahugetrendforthewintershoppingseason.InaNationalRetailFederationsurveypublishedoveramonthago,morethan9outof10retailerssaidthey’dofferfreeshippingatsomepointduringtheholidayseason.E-merchantsarewellawarethatfreeshippingisintheirbestinterests—becausewithoutit,consumersarelesslikelytobuy,andwithit,consumersarenotonlymorelikelytobuy,buttobuyinbiggerways.AccordingtoNRFdata:

Moreshoppersthisyeararealsointerestedinshoppingonlineasadirectresultoffreeshippingoffers–36.3percentwillspendmoreonlinethisyearifshippingcomesfree.

Now,afteranepic$52billionshoppingspreeoverBlackFridayweekend,someoftheeffectsoffreeshippingcanbeseen.

epicn.1.[C,U]史诗，叙事诗2.[C]壮举，惊人之举adj.1.史诗的，叙事诗的2.漫长而艰难的3.壮丽的，给人深刻印象的

spreen.狂欢；无节制的狂热行为；欢闹vi.狂欢；狂饮

MarketresearchfirmComScorehasannouncedthatduringCyberWeek(weekendingDecember2),onlinepurchasestotaled$6billion;ahighest-ever$1.25billionwasspentonlineonCyberMondayalone.Thisisparticularlyremarkablebecausetheonlinespend-a-thontookplacerightontheheelsofadramaticriseinspendinginphysicalstoresoverBlackFridayweekend.

Whatroledidfreeshippingplayinenticingshopperstospend(andspendandspend)lastweek?Well,overthelasttwoweeks,over63%ofallonlinepurchaseswereaccompaniedbyfreeshipping—that’suproughly10percentagepointsoverthesameperiodoneyearago.IntheComScoresurvey,78%ofconsumerssaidthatfreeshippingwaseither“veryimportant”or“somewhatimportant”whenitcomestodecisiontimetomakeanonlinepurchase.

enticev.怂恿；诱使

accompanyvt.陪伴，伴随；伴奏vi.伴奏，伴唱

Increasingly,ifshippingcostsextra,theonlinepurchasejustdoesn’thappen.InapreviousComScoresurvey,nearlyhalfofconsumers(47%)saidthey’dabandonanonlinepurchaseiftheydiscoveredatcheckoutthatshippingwasn’tincludedforfree.

Youcan’thaveadiscussionaboutthefree-shippingtrendduringtheholidayseasonwithoutmentioningFreeShippingDay,whichhasquicklybecomeatradition:Thisyear,over1,400retailerswillofferfreeshippingforordersplacedonDecember16.

Ironically,thetrendtowardmoreandmorefreeshippingsortamakesFreeShippingDayunnecessaryandobsolete:Ifshippingisavailableforfreealmosteverydayanyway,there’sreallynoneedforaspecialdayforgettingfreeshipping.

Lastyear,FreeShippingDayfounderLukeKnowlessaidinaQ&Athatabout60%ofparticipatingretailerswereofferingfreeshippingwithnominimumpurchaserequirementswhatsoever.Thisyear,consumerscanexpectnotonlythatthenumberofparticipatingretailerswillrise,butthatthepercentageofretailerswithno-minimum-purchaserequirementswillaswell.