#GrabYourWallet, take online market share
The #GrabYourWallet campaign calling on consumers to boycott retailers selling Trump-branded apparel products does indeed appear to be affecting online sales, according to new data from Slice Intelligence.
Slice reports that retailers called out in the campaign saw share of online apparel sales decline since #GrabYourWallet began. Neiman Marcus, zulily, Gilt, and Zappos.com all lost market share in the apparel category between October 2016 and January 2017 compared to the same period last year.
Shoe sales walk away
Seven prominent #GrabYourWallet retailers experienced marked declines in their share of online shoe sales. Nordstrom was hardest hit as their share of online shoe sales dipped nearly a full percent during the #GrabYourWallet period.
“It seems pretty clear that the #GrabYourWallet campaign is impacting retailers that sell Ivanka Trump branded products," said Ken Cassar, principal analyst, Slice Intelligence. "While a one percent hit to Nordstrom’s online shoe business might seem modest, it translates to an annualized hit of more than $10 million. And this is just shoes."
Nordstrom regulars are buying apparel elsewhere
Though Nordstrom is still the top retailer within this cohort, Nordstrom regulars have shifted nearly five percent of their online apparel and shoe spend to other retailers since October. Amazon was one of the retailers to benefit from this change as a little over one percent of Nordstrom apparel and shoe buyers' online spend went to the Seattle based retailer. Paradoxically, data also shows some shoppers switched to Zappos.com, a retailer that is losing share overall after being named on the #GrabYourWallet list.
About this data
With a panel of over 4.4 million online shoppers, Slice Intelligence gives the most detailed, and accurate digital commerce data available, and is reported daily.
Slice Intelligence is the only service to measure digital commerce directly from the consumer, across all retailers, at the item level, and over time. Our retailer-independent methodology precisely measures commerce as it happens. By extracting detailed information from hundreds of millions of aggregated and anonymized e-receipts, Slice can map the entire Purchase Graph, connecting each and every consumer to all their purchases.
Slice gets its data from e-receipts – not a browser, app or software installed by the end-user – so its measurement reflects comprehensive shopping behavior across multiple devices, over time which are key in an increasingly omnichannel retail world. Slice Intelligence is the exclusive e-commerce data provider for the NPD’s Checkout Tracking e-commerce service.