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47 Stats for Remarkable Holiday Marketing in 2012

Posted by jtolman to on December 5th, 2012

As the holiday season is quickly approaching, HubSpot has compiled the best information from the experts for e-commerce stores to use for remarkable holiday marketing this year.  This article will let you know if you are investing enough in your social, mobile, and email campaigns.  We want to make sure all of our Miva Merchant stores are fully equipped to take on this holiday season.

 

The State of Online Shopping

     
  • Online shoppers are expected to grow from 137 million in 2010 to 175 million in 2016
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  • 52% of consumers will do their holiday shopping online this year
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  • Online holiday spending alone this year is expected to amount to a whopping $92 to $96 billion
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  • Cyber Monday surpassed Black Friday as the biggest online shopping day of the year for the first time in 2011.
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  • 3 in 5 retailers will dedicate over 20% of their total 2012 online marketing budgets to holiday
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  • 48% of shoppers plan to shop online and in-store equally this holiday season
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  • 44% research online & buy online
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  • 51% research online and visit stores to purchase
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  • 32% research online, visit the store to view the product, and buy it online
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  • Online sales will reach $54.5 billion in 2012, up 17% over 2011

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So, what does this really tell you?

         
  1. Shoppers are going online at an increasing rate to find the right products and services for them.
  2.      
  3. Businesses are taking advantage of this growing trend by increasing budgets for Q4, and they are making holiday marketing a priority.
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  5. Take advantage of this opportune time of year and increase your marketing focus during these holiday months.  In order to attract new business during the holidays, learn what channels and tools other marketers are using.
  6.  

Channels & Tools

Mobile & Search

     
  • In 2011, almost twice as many used their tablets to make holiday purchases than used phones.
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  • 53% of smartphone users & 64% of tablet owners will use their devices to research and make holiday purchases
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  • 4 in 5 shoppers will use devices simultaneously to help with holiday shopping
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  • 74% of shoppers search online to get ideas for their holiday wish lists
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  • 29% of retailers will promote in-store Black Friday deals with mobile alerts up significantly from 18.4% in 2011
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  • 84% of marketers will use mobile optimized websites, up significantly from last year’s 57%
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  • 2 in 5 retailers are focusing heavily on mobile email optimization this year
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  • 80% of marketers will invest in a mobile or tablet application for the holidays, vs. 49% in 2011
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  • Over 25% of retailers will make significant use of smartphone & tablet paid search campaigns this year
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  • 55% of retailers are using search marketing to persuade customers to snatch up in-store deals

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So, what does this really tell you?

         
  1. Be prepared to have all your web content just as accessible on a tablet or iPhone as it is on a computer.
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  3. How your emails look, the accessibility of your coupons from iPads, and find-ability of email buttons and web content are all important questions to ask yourself.
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  5. Don’t miss out on an opportunity to gain new customers just because they weren’t able to consume your marketing while on the go! Mobile content consumption is growing rapidly, and being unprepared could cause your marketing to take a big hit.
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Email

     
  • Over 41% of mobile device owners have purchased in response to an email promo viewed on mobile
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  • Yet, 1 in 3 top ecommerce brand emails linked the customer to a non-mobile optimized landing page.
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  • 80% of online shoppers & 71% of in-store shoppers say email offers influence them to buy
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  • 23% of consumers find online coupons primarily through websites or emails from their favorite retailer
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  • 31% of shoppers will track emails from retailers to get the latest holiday announcements
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  • 74% of holiday retailers are using email to get customers to cash in on deals
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  • 54% of marketers who used email marketing in 2011 holiday marketing said their campaigns were extremely or very successful
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  • 93% of those marketers plan to increase or maintain the same level of email investment for the 2012 season

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So, what does this really tell you?

         
  1. Email is a powerful tool to offer your potential customers valuable information and offers directly.  In fact, consumers have grown to expect it!
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  3. Use emails to send enjoyable holiday content, product coupons, or last minute special deals to your network.
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  5. Don’t abuse the technology—be smart about what you send.  Making marketing that people love is crucial year-round, but it is especially important during the holidays.
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Social Media

     
  • 44% of shoppers have bought a product they’ve seen shared in social media
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  • Of those shoppers, 85% found it on Facebook
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  • 27% of consumers will turn to social media sites before buying gifts this holiday season
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  • Over 2/3 of online shoppers tap customer ratings and review when looking for information about a retailer or products
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  • 71% of marketers will invest in their Pinterest boards for the holiday season, compared with 30% in 2011
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  • 81% of retailers will use Facebook to alert shoppers about in-store deals, up from 73% last year
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  • 36% of marketers plan to incorporate social sharing into their customers’ holiday shopping experience
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  • Over 90% of marketers will increase their holiday marketing spent on Facebook, 75% for Twitter, and 67% for Pinterest
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  • 81% of retailers plan to use Facebook to promote in-store offers

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So, what does this really tell you?

         
  1. People and businesses are using social tools for product suggestions and reviews, both from their friends and from the vendors themselves. That means you need to share your best content on social, as well as have your content easy to share by others.
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  3. Consider how you can use social channels to collect and promote reviews and ratings from your best customers.
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  5. Have a visual product?  You never know, Pinterest may become your best performing channel!
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Websites & Blogs

     
  • 27% of shoppers will follow retailers’ websites to get the latest holiday announcements
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  • 58% plan to make a holiday purchase from a flash sale site like Groupon if given the right product or offer
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  • 93% say they have purchased a product from a blogger recommendation
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  • 39% of marketers plan to incorporate ratings & reviews into their customers’ holiday shopping experience
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  • 2/3 of retailers are optimistic their ecommerce sites will deliver more sales this holiday season than last year
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  • Nearly 25% of retailers will use blogs when looking to promote in-store offers
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  • 84% of marketers will invest in a mobile optimized website this holiday season, vs. 57% in 2011
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  • More than 42% of retailers say %-Off coupons for the entire site were among the online tactics that they pulled in the most customers during the holidays
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  • Less than ½ of retailers will use homepage messaging to get the word out about in-store offers.
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  • For the 2012 season, marketers anticipate using fewer site-wide promotions in favor of personalized discounts

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So, what does this really tell you?

         
  1. Don’t forget the value of a true-blue, user-friendly website.  Use your homepage to promote your best performing marketing materials. Whether it be coupons , a specific CTA, or a piece of content, use that real estate to your advantage.
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  3. Another key piece of your website is, of course, your blog! Are you creating blog content that tees up the promotion of your products and services? You should!
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  5. Make sure you have a mobile version of your websites so your customers can research your products from anywhere.
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With these easy checklists, you can make sure that you have all the channels and tools needed to create remarkable marketing this year:

 

 

You can download HubSpot’s ebook, 47 Stats for Remarkable Holiday Marketing in 2012 here.

 

If you’re looking for some additional guidance about your holiday marketing strategy, HubSpot has got you covered! Just sign up for a complimentary assessment, and one of their inbound marketing specialists will give you free, personalized tips for your marketing.

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