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47 Stats 
for Remarkable 
Holiday Marketing 
in 2014
The holiday season is quickly 
approaching – an exciting time for B2B 
and B2C companies alike. Consumers 
shop for gadgets and gifts, while 
businesses buy new products and wrap 
up budgets for the following year. All 
companies need to think about how to 
make lovable marketing that will earn 
them business in this high volume, high 
stakes season. 
This SlideShare will dive into important 
stats from the past couple of seasons to 
help you take advantage of the top 
marketing trends that successful 
businesses are using. 
Happy Holidays!
The 2014 
State of Online 
Holiday Shopping
Online holiday retail is 
expected to grow from 
263 billion in 2013 
to 414 billion in 2018 
SOURCE: FORRESTER RESEARCH
45% 
of consumers 
say that they 
plan to shop 
online this 
holiday season 
SOURCE: DELOITTE
49% 
of marketers have created and launched a 
holiday campaign before Halloween this year 
SOURCE: STEELHOUSE
In 2013, 
131 million 
consumers shopped online 
on Cyber Monday, up from 
129 million in 2012. 
SOURCE: EXPERIAN
1-in-3 retailers dedicates 31 to 50% 
of their total 2014 
online marketing budgets 
to holiday efforts 
SOURCE: SHOP.ORG
People who shop both in 
person & online spend 
SOURCE: DELOITTE 
66% 
more than those who 
only go to stores
SOURCE:DELOITTE
Takeaway: 
Shoppers are going online at an increasing rate to find the right 
products and services for them. All the while, businesses are 
taking advantage of this growing trend by increasing budgets 
for Q4 and making holiday marketing a priority. 
Take advantage of this important time of year and consider 
increasing your marketing focus during the holiday months. 
But what’s the best way to attract new business during the 
holidays? Learn what channels and tools other marketers are 
using in the next sections.
Mobile & Search
52% 
of tablet owners prefer 
to shop on their tablets 
SOURCE: 
SELZ.COM
46% 
of site traffic and over 
20% 
of sales will be attributed to 
mobile users in 2014 
SOURCE: CMO.COM
SOURCE: IPSOS MEDIACT/GOOGLE
72% 
of millennials research online 
before heading to the brick-and-mortar 
SOURCE: CMO.COM 
stores
70% of brands are allocating 
more than half of their 
marketing budgets to 
search and social this 
holiday season 
SOURCE: KENSHOO.COM 
Over
Mobile-optimized sites 
saw revenue grow 168% 
from March to May 2014 
SOURCE: FIERCERETAIL.COM
SOURCE: THINK WITH GOOGLE
1 in 4 
shoppers uses their phone to 
search product-related YouTube 
videos while shopping in-store 
SOURCE: THINK WITH GOOGLE
e-retailers spent 50% of their marketing 
budget on paid search in 2013. 
SOURCE: FORRESTER RESEARCH, INC 
& SHOP.ORG 
One in five
SOURCE: SHOP.ORG 
Cyber Monday 2013, 
$1.9 million 
was generated by 
e-commerce sales on 
tablets
Takeaway: 
Be prepared to have all of your web content just as accessible 
on a tablet or iPhone as it is on a computer. How do your 
emails look on a smart phone? Can people access your 
coupons via their iPads? Are email buttons clickable and web 
content easy to find? 
Don’t miss out on an opportunity to gain new customers 
because they couldn’t 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.
Email
65% 
of emails are opened 
and read on a mobile 
device 
SOURCE: MOVABLE INK
27% 
of total mobile sales 
come from shoppers 
clicking though a 
brand’s email — a 
higher percentage than 
from social media 
SOURCE: CUSTORA
SOURCE: BLUEHORNET 
7 out of 10 
shoppers prefer that 
brands reach out to 
them via email over 
other channels
91% 
of brands are using email in their 
holiday marketing efforts in 2014 
SOURCE: EXPERIAN
80% 
of online shoppers and 
71% 
of in-store shoppers say 
email offers influence 
them to buy 
SOURCE: MAINSTREET HOST
72% 
of emails that mention 
free shipping are 
more effective than 
those that don’t 
SOURCE: EXPERIAN
This year, 60% and 58% 
of marketers have increased spending on 
marketing automation and email marketing, 
respectively 
SOURCE: SALESFORCE MARKETING CLOUD
Over half 
of brands use email as their 
#1 marketing channel during 
the holidays 
SOURCE: MAINSTREET HOST
Takeaway: 
Email is a powerful tool to offer your potential 
customers valuable information and offers directly. In 
fact, consumers have grown to expect it! Use email to 
send enjoyable holiday content, product coupons, or 
last minute special deals to your network. 
But don’t abuse the technology – be smart about what 
you send. Making marketing people love is crucial 
year-round, but especially important during the 
holidays.
Social 
Media
64% 
of shoppers 
have bought a 
product because of 
something they’ve seen on 
Twitter 
SOURCE: CMO.COM
30% 
of Twitter users tweet about holiday 
shopping before October 
SOURCE: CMO.COM
64.8% 
of consumers 
will turn to 
social media sites 
to find the perfect gift 
SOURCE: CROWDTAP
67% 
of consumers said they 
would be likely to share a 
digital coupon via their 
Facebook profiles this 
holiday season 
SHOP.ORG 
SOURCE: MAINSTREET HOST
$92.51: 
The average amount 
that Pinterest-referred 
customers purchase 
online, versus 
Facebook’s $52.30. 
(But Facebook boasts a 3.5x 
higher conversion rate.) 
SOURCE: INTERNETRETAILER.COM 
& THOUGHTWIRE MEDIA
The opportunity to market on social 
this season is astounding. There are: 1.32 billion users on Facebook 
271 million on Twitter 
150 million on Instagram SOURCE: OFFERPOP
73% 
of marketers think Instagram 
is the breakout social media 
platform of 2014 
SOURCE: OFFERPOP
62% 
of shoppers will be tweeting 
about purchases they make in 
preparation for the holidays 
SOURCE: TWITTER
SOURCES: CMO.COM AND GOOGLE 2013 HOLIDAY SHOPPER INTENTIONS
Takeaway: 
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. 
Also, consider how you can use social channels to collect 
and promote reviews and ratings from your best 
customers. 
Finally, have a visual product? You never know, Pinterest 
may become your best performing channel!
39% 
of shoppers hear about 
the best holiday deals by 
visiting a company’s 
website directly 
SOURCE: MONETATE
In 2013, shoppers referenced 12 different sources of information online 
before making a purchase — up 
from only 5 in 2010. 
SOURCE: INVESP
92% of holiday shoppers will 
go online to research 
and/or purchase gifts 
this season 
SOURCE: CMO.COM
39% 
of marketers 
plan to incorporate 
ratings & reviews into 
their customers’ holiday 
shopping experience 
48% 
of shoppers are always or 
frequently influenced by 
online ratings and 
reviews 
SOURCE: EXPERIAN & INVESP
On Black Friday 2013, 
page views per 
minute were up 23% 
from 2012 — that’s 9.1 
million views every 60 
seconds. 
SOURCE: INTERNET RETAILER
SOURCE: SHOP.ORG
SOURCE: INTERNET RETAILER
59% 
of global retailers will use 
cross-channel marketing to 
advertise this holiday season… 
SOURCE: EXPERIAN
…But 71% 
of North Americans will 
be using cross-channel 
marketing 
SOURCE: EXPERIAN 
53% 
of them will integrate 
across at least four 
different channels
85% 
of shoppers are 
more likely to shop from 
brands that offer highly 
personalized 
discounts. 
SOURCE: SALESFORCE MARKETING CLOUD
Online holiday sales are 
expected to reach 
$105 billion 
in 2014, up at least 8% 
from last year. 
SOURCE: NATIONAL RETAIL
Takeaway: 
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. 
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! 
And of course, just like we mentioned before, make sure you 
have a mobile version of your websites so your best 
customers can research your products from anywhere.
Happy Holidays! 
from your friends at

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47 Stats for Remarkable Holiday Marketing in 2014

  • 1. 47 Stats for Remarkable Holiday Marketing in 2014
  • 2. The holiday season is quickly approaching – an exciting time for B2B and B2C companies alike. Consumers shop for gadgets and gifts, while businesses buy new products and wrap up budgets for the following year. All companies need to think about how to make lovable marketing that will earn them business in this high volume, high stakes season. This SlideShare will dive into important stats from the past couple of seasons to help you take advantage of the top marketing trends that successful businesses are using. Happy Holidays!
  • 3. The 2014 State of Online Holiday Shopping
  • 4. Online holiday retail is expected to grow from 263 billion in 2013 to 414 billion in 2018 SOURCE: FORRESTER RESEARCH
  • 5. 45% of consumers say that they plan to shop online this holiday season SOURCE: DELOITTE
  • 6. 49% of marketers have created and launched a holiday campaign before Halloween this year SOURCE: STEELHOUSE
  • 7. In 2013, 131 million consumers shopped online on Cyber Monday, up from 129 million in 2012. SOURCE: EXPERIAN
  • 8. 1-in-3 retailers dedicates 31 to 50% of their total 2014 online marketing budgets to holiday efforts SOURCE: SHOP.ORG
  • 9. People who shop both in person & online spend SOURCE: DELOITTE 66% more than those who only go to stores
  • 11. Takeaway: Shoppers are going online at an increasing rate to find the right products and services for them. All the while, businesses are taking advantage of this growing trend by increasing budgets for Q4 and making holiday marketing a priority. Take advantage of this important time of year and consider increasing your marketing focus during the holiday months. But what’s the best way to attract new business during the holidays? Learn what channels and tools other marketers are using in the next sections.
  • 13. 52% of tablet owners prefer to shop on their tablets SOURCE: SELZ.COM
  • 14. 46% of site traffic and over 20% of sales will be attributed to mobile users in 2014 SOURCE: CMO.COM
  • 16. 72% of millennials research online before heading to the brick-and-mortar SOURCE: CMO.COM stores
  • 17. 70% of brands are allocating more than half of their marketing budgets to search and social this holiday season SOURCE: KENSHOO.COM Over
  • 18. Mobile-optimized sites saw revenue grow 168% from March to May 2014 SOURCE: FIERCERETAIL.COM
  • 20. 1 in 4 shoppers uses their phone to search product-related YouTube videos while shopping in-store SOURCE: THINK WITH GOOGLE
  • 21. e-retailers spent 50% of their marketing budget on paid search in 2013. SOURCE: FORRESTER RESEARCH, INC & SHOP.ORG One in five
  • 22. SOURCE: SHOP.ORG Cyber Monday 2013, $1.9 million was generated by e-commerce sales on tablets
  • 23. Takeaway: Be prepared to have all of your web content just as accessible on a tablet or iPhone as it is on a computer. How do your emails look on a smart phone? Can people access your coupons via their iPads? Are email buttons clickable and web content easy to find? Don’t miss out on an opportunity to gain new customers because they couldn’t 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.
  • 24.
  • 25. Email
  • 26. 65% of emails are opened and read on a mobile device SOURCE: MOVABLE INK
  • 27. 27% of total mobile sales come from shoppers clicking though a brand’s email — a higher percentage than from social media SOURCE: CUSTORA
  • 28. SOURCE: BLUEHORNET 7 out of 10 shoppers prefer that brands reach out to them via email over other channels
  • 29. 91% of brands are using email in their holiday marketing efforts in 2014 SOURCE: EXPERIAN
  • 30. 80% of online shoppers and 71% of in-store shoppers say email offers influence them to buy SOURCE: MAINSTREET HOST
  • 31. 72% of emails that mention free shipping are more effective than those that don’t SOURCE: EXPERIAN
  • 32. This year, 60% and 58% of marketers have increased spending on marketing automation and email marketing, respectively SOURCE: SALESFORCE MARKETING CLOUD
  • 33. Over half of brands use email as their #1 marketing channel during the holidays SOURCE: MAINSTREET HOST
  • 34. Takeaway: Email is a powerful tool to offer your potential customers valuable information and offers directly. In fact, consumers have grown to expect it! Use email to send enjoyable holiday content, product coupons, or last minute special deals to your network. But don’t abuse the technology – be smart about what you send. Making marketing people love is crucial year-round, but especially important during the holidays.
  • 35.
  • 37. 64% of shoppers have bought a product because of something they’ve seen on Twitter SOURCE: CMO.COM
  • 38. 30% of Twitter users tweet about holiday shopping before October SOURCE: CMO.COM
  • 39. 64.8% of consumers will turn to social media sites to find the perfect gift SOURCE: CROWDTAP
  • 40. 67% of consumers said they would be likely to share a digital coupon via their Facebook profiles this holiday season SHOP.ORG SOURCE: MAINSTREET HOST
  • 41. $92.51: The average amount that Pinterest-referred customers purchase online, versus Facebook’s $52.30. (But Facebook boasts a 3.5x higher conversion rate.) SOURCE: INTERNETRETAILER.COM & THOUGHTWIRE MEDIA
  • 42. The opportunity to market on social this season is astounding. There are: 1.32 billion users on Facebook 271 million on Twitter 150 million on Instagram SOURCE: OFFERPOP
  • 43. 73% of marketers think Instagram is the breakout social media platform of 2014 SOURCE: OFFERPOP
  • 44. 62% of shoppers will be tweeting about purchases they make in preparation for the holidays SOURCE: TWITTER
  • 45. SOURCES: CMO.COM AND GOOGLE 2013 HOLIDAY SHOPPER INTENTIONS
  • 46. Takeaway: 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. Also, consider how you can use social channels to collect and promote reviews and ratings from your best customers. Finally, have a visual product? You never know, Pinterest may become your best performing channel!
  • 47.
  • 48.
  • 49. 39% of shoppers hear about the best holiday deals by visiting a company’s website directly SOURCE: MONETATE
  • 50. In 2013, shoppers referenced 12 different sources of information online before making a purchase — up from only 5 in 2010. SOURCE: INVESP
  • 51. 92% of holiday shoppers will go online to research and/or purchase gifts this season SOURCE: CMO.COM
  • 52. 39% of marketers plan to incorporate ratings & reviews into their customers’ holiday shopping experience 48% of shoppers are always or frequently influenced by online ratings and reviews SOURCE: EXPERIAN & INVESP
  • 53. On Black Friday 2013, page views per minute were up 23% from 2012 — that’s 9.1 million views every 60 seconds. SOURCE: INTERNET RETAILER
  • 56. 59% of global retailers will use cross-channel marketing to advertise this holiday season… SOURCE: EXPERIAN
  • 57. …But 71% of North Americans will be using cross-channel marketing SOURCE: EXPERIAN 53% of them will integrate across at least four different channels
  • 58. 85% of shoppers are more likely to shop from brands that offer highly personalized discounts. SOURCE: SALESFORCE MARKETING CLOUD
  • 59. Online holiday sales are expected to reach $105 billion in 2014, up at least 8% from last year. SOURCE: NATIONAL RETAIL
  • 60. Takeaway: 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. 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! And of course, just like we mentioned before, make sure you have a mobile version of your websites so your best customers can research your products from anywhere.
  • 61.
  • 62.
  • 63.
  • 64.
  • 65.
  • 66. Happy Holidays! from your friends at