Infographic: Retail Spending Over Time by Vertical and Region

Insights for marketers looking to capitalize where they can

illustration of a giant orange shopping cart surrounded by products and people
Just 14% of retail spend goes to apparel and footwear in America, but it accounts for 32% in Asia. Carlos Monteiro
Headshot of Sammy Nickalls

As the year winds down and people around the world start eyeing their holiday shopping lists, marketers need to focus on the nitty-gritty elements of retail spend, such as timing, category and region. Audience technology platform Eyeota released a report breaking it all down, and the differences provide insight for marketers looking to capitalize.

For example, in America, only 14% of retail spend goes to apparel and footwear, compared with 32% in Asia.

“Asian apparel and footwear retailers spend a higher share of budgets on the intent-based segment than other regions as they try to reach consumers who are more brand loyal, well researched and ready to buy this holiday season,” said Elissa Reiling, vp of marketing, Eyeota. “Contrast that with the Americas, where home and garden retailers build broader audience strategies using demographic- and interest-based segments as they target consumers carefully researching and budgeting their next home improvement project. Driving sales will always be the primary marketing objective, but how an advertiser effectively reaches a consumer at the right time and right place to influence that purchase depends more and more on its audience strategy and how well they know its target consumer.”

This story first appeared in the Sept. 16, 2019, issue of Adweek magazine. Click here to subscribe.

@sammynickalls Sammy Nickalls is a freelance writer and the former departments editor at Adweek.