Increasingly,onlineshopperswon’tcompletetheirordersunlessfreeshippingispartofthedeal.Nearlytwo-thirdsofonlinepurchaseslastweekwereshippedforfree.
InNovemberoflastyear,aNewYorkTimesstorynotedthat41%ofonlinepurchasescamewithfreeshipping—animpressivefigureatthetime,consideringthatfreeshippingwasonceanovelty,arareunexpectedbonus.
Sincethen,retailerssuchasL.L.BeanandNordstromhavebegunofferingfreeshippingonallorders,nopromotionalcodeorminimumpurchaserequired,whilestoressuchasBestBuyandWalmartareshippingmostorallitemsforfreeduringtheholidayseason.
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.
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.
no-minimum-purchase无最低消费限额
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