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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 2015
State of Online
Holiday Shopping
U.S. retail holiday sales are
expected to increase 5.7%
year-over-year, reaching
SOURCE: EMARKETER
$885.70 billion
SOURCE: EMARKETER
U.S. ecommerce
retail spending is
projected to reach
$79.5 billion
this holiday
season, up 13.9%
from $69.7 billion
last year
SOURCE: NATIONAL RETAIL FEDERATION
This year, average holiday
spending per person will reach
$805.65
SOURCE: STEELHOUSE
of marketers begin their
holiday campaigns
before Halloween
49%
SOURCE: IPSOS MEDIA
In 2014, 1/4of consumers began their
holiday shopping before
Halloween
SOURCE: NATIONAL RETAIL FEDERATION
people shopped
online and in
stores over
Thanksgiving
weekend last
year
134 million
SOURCE: IPSOS MEDIACT/GOOGLE
of shoppers say they
rely less on Black
Friday than they did
in the past
52%
SOURCE: DELOITTE
of retailers say 20% or more of their annual
sales occur during the holiday season
74%
SOURCE: CHANNEL ADVISOR
of holiday
browsing and
buying will take
place online
46%
SOURCE: NATIONAL RETAIL FEDERATION
of shoppers plan to spend the same or
more than last year this holiday season
3/4
SOURCE: DELOITTE
2015 Holiday
Trend Tracker
Free DownloadFree Download
Takeaway:
Holiday shopping has expanded far beyond the walls of the
shopping mall. This holiday season, convenience is the name
of the game. So whether that means going to the local brick-
and-mortar, searching mobile apps, or even both at the same
time, retailers must prepare for the omnichannel consumer if
they are going to create marketing that delights.
What’s the best way to attract new business and maintain
customer loyalty during the holidays? Learn how marketers
are optimizing each of their channels in the following
sections.
Mobile & Search
This holiday
season, U.S. retail
mobile commerce
sales are
expected to rise
32.2%
SOURCE: EMARKETER
SOURCE: EXPERIAN
For many retailers this year,
mobile visits will surpass the
50% mark,
making it the first mobile-
dominant holiday season
of shoppers
will research
products on
their
smartphone
37.9%
SOURCE: NATIONAL RETAIL FEDERATION
will use their
smartphone to look up
product availability
while in-store
1 in 5
SOURCE: NATIONAL RETAIL FEDERATION
of smartphone owners
will use their device to
purchase holiday
merchandise this year
21.4%
SOURCE: NATIONAL RETAIL FEDERATION
of tablet owners will
use their device to
research products47.5%
SOURCE: NATIONAL RETAIL FEDERATION
will make a holiday
purchase from their
tablet34.5%
holiday shoppers
will use a mobile
device to shop on
Cyber Monday
25 million
SOURCE: NATIONAL RETAIL FEDERATION
SOURCE: DELOITTE
Online research prior to
purchase will influence
51% of purchases,
up 8 percentage points
from last year
of consumers
anticipate their gifts will
come from the same
retailers as
last year
75%
SOURCE: DELOITTE
of consumers
will consider a
new brand for
better prices
70%
SOURCE: DELOITTE
of shoppers will
showroom — find a
product they want in
a brick-and-mortar
store and then go
online to find a
better deal
36%
SOURCE: EXPERIAN
of shoppers will
webroom —
look for
products online
but purchase
them in a
physical store
69%
SOURCE: DELOITTE
In the last year,
searches for
“nearby” or “near
me” have risen
1.8 times
SOURCE: EXPERIAN
Takeaway:
Be prepared to have all of your web content just as
accessible on mobile as it is on a desktop. How do your
emails look on a smartphone? Can people easily filter your
product catalog on their tablet? Are all of your landing
pages optimized with responsive design?
Create each piece of your website with the on-the-go
visitor in mind. Mobile content consumption is growing
rapidly, and being unprepared could cause your marketing
to take a major hit.
On-Page
SEO Template
Free Download
Email
of marketers used
email to reach
holiday customers
last year
91%
SOURCE: EXPERIAN
In 2014, email
was the primary
marketing channel for
driving ecommerce
orders, accounting for
23.1%
SOURCE: MARKETING LAND
of all Thanksgiving
weekend orders
SOURCE: MOVABLEINK
of consumers
say an email
with a coupon
code would
influence them
to buy
85%
SOURCE: PWC
of people expect a
retailer’s email
promotions to
include personalized
offers and
recommendations
78%
SOURCE: MAGNETIC
consumers who sign
up for brand emails
will make a purchase
based on what they
receive in their inbox
8 in 10
SOURCE: SALESFORCE
SOURCE: EXPERIAN
Retailers saw an
88% increase
in email revenue when
sending two mailings in
a day during last holiday
season
Takeaway:
Inboxes are a cluttered, chaotic place. To be sure your email
gets clicked, set a precedent of value for each of your
messages. Use email to send a mix of enjoyable content,
holiday coupons, and personalized product suggestions.
When in doubt, be helpful. The holidays can be a stressful
time. Let your emails help guide potential customers through
their shopping pain points. Remember, the key to remarkable
marketing is crafting the emails your audience looks forward
to receiving.
Ecommerce
Holiday CTA
Templates
Free Download
Social
Media
of holiday shoppers
will use social media
to get gift ideas
51%
SOURCE: DELOITTE
will use social
media to find
discounts and sale
information
50%
of shoppers
turn to
Facebook for
holiday
shopping
inspiration
13%
SOURCE: NATIONAL RETAIL FEDERATION
of shoppers will
use Pinterest for
holiday shopping
inspiration
8.8%
SOURCE: NATIONAL RETAIL FEDERATION
SOURCE: EMARKETER
of SMBs plan to
use social media
to promote
products and
holiday deals
40%
SOURCE: AMERICAN EXPRESS
of millennials say they have
never clicked on a sponsored
post67%
SOURCE: SOCIALCHORUS
of millennials say
their friends are
the most credible
source of product
information
95%
SOURCE: SOCIAL CHORUS
Facebook
accounts for 50%
of total social
referrals and
64%
SOURCE: BUSINESS INSIDER
of total social
revenue
Takeaway:
Few things boost awareness for your products like brand
evangelists. Balance your holiday social media calendar with
engaging content and glowing product reviews that are easy
for your most loyal customers to share.
Prioritize content that is visually appealing for the fast-
scrolling social media user. Finally, seek out storytelling
opportunities in your posts. As social media users
increasingly favor more personal and substantive content,
think of each post as an opportunity to delight potential
customers with the very item missing from their wish list.
250 Holiday
Stock Photos
Free Download
of shoppers used
the internet for
holiday shopping
research last year
78%
SOURCE: IPSOS MEDIA
of consumers
say sales are a
factor in their
holiday
shopping
decisions
73.1%
SOURCE: NATIONAL RETAIL FEDERATION
SOURCE: ADWEEK
of shoppers will go
to a brand’s website
to look for coupons
More than half
of holiday shoppers
consider free shipping
or shipping promotions
as a key factor in their
purchasing decision
47%
SOURCE: NATIONAL RETAIL FEDERATION
of shoppers prefer
free shipping offers
over fast shipping
87%
SOURCE: DELOITTE
of marketers say
educational holiday
marketing content
is beneficial to their
site traffic and
bottom line
66%
SOURCE: CONDUCTOR
Marketers who
prioritize
blogging are
13 times
SOURCE: HUBSPOT, STATE OF INBOUND 2014
more likely to
enjoy positive
ROI
In 2014, organic
search drove
21%
SOURCE: MARKETING LAND
of online holiday
orders
Total online
holiday sales are
projected to reach
$105 billion
SOURCE: NATIONAL RETAIL FEDERATION
this holiday
season
Takeaway:
As you build out your holiday marketing strategy, don’t
forget about your website usability. Prepare for the rise of
omnichannel shoppers by checking the mobile
responsiveness of your product pages and landing pages.
Use your homepage and sidebar real estate to promote your
best performing marketing materials, whether it be coupons,
a specific CTA, or a helpful piece of content.
Finally, don’t forget about your blog! Craft blog content that
relates to your persona’s needs and thoughtfully tees up the
promotion of your products and services.
Free Download
Ecommerce Holiday
Marketing Calendar
Looking for more ways to
apply these stats to your
Free DownloadFree Download
holiday marketing?
Happy Holidays!
from your friends at

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47 Stats for Remarkable Holiday Marketing in 2015

  • 1.
  • 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 2015 State of Online Holiday Shopping
  • 4. U.S. retail holiday sales are expected to increase 5.7% year-over-year, reaching SOURCE: EMARKETER $885.70 billion
  • 5. SOURCE: EMARKETER U.S. ecommerce retail spending is projected to reach $79.5 billion this holiday season, up 13.9% from $69.7 billion last year
  • 6. SOURCE: NATIONAL RETAIL FEDERATION This year, average holiday spending per person will reach $805.65
  • 7. SOURCE: STEELHOUSE of marketers begin their holiday campaigns before Halloween 49%
  • 8. SOURCE: IPSOS MEDIA In 2014, 1/4of consumers began their holiday shopping before Halloween
  • 9. SOURCE: NATIONAL RETAIL FEDERATION people shopped online and in stores over Thanksgiving weekend last year 134 million
  • 10. SOURCE: IPSOS MEDIACT/GOOGLE of shoppers say they rely less on Black Friday than they did in the past 52% SOURCE: DELOITTE
  • 11. of retailers say 20% or more of their annual sales occur during the holiday season 74% SOURCE: CHANNEL ADVISOR
  • 12. of holiday browsing and buying will take place online 46% SOURCE: NATIONAL RETAIL FEDERATION
  • 13. of shoppers plan to spend the same or more than last year this holiday season 3/4 SOURCE: DELOITTE
  • 14. 2015 Holiday Trend Tracker Free DownloadFree Download
  • 15. Takeaway: Holiday shopping has expanded far beyond the walls of the shopping mall. This holiday season, convenience is the name of the game. So whether that means going to the local brick- and-mortar, searching mobile apps, or even both at the same time, retailers must prepare for the omnichannel consumer if they are going to create marketing that delights. What’s the best way to attract new business and maintain customer loyalty during the holidays? Learn how marketers are optimizing each of their channels in the following sections.
  • 17. This holiday season, U.S. retail mobile commerce sales are expected to rise 32.2% SOURCE: EMARKETER
  • 18. SOURCE: EXPERIAN For many retailers this year, mobile visits will surpass the 50% mark, making it the first mobile- dominant holiday season
  • 19. of shoppers will research products on their smartphone 37.9% SOURCE: NATIONAL RETAIL FEDERATION
  • 20. will use their smartphone to look up product availability while in-store 1 in 5 SOURCE: NATIONAL RETAIL FEDERATION
  • 21. of smartphone owners will use their device to purchase holiday merchandise this year 21.4% SOURCE: NATIONAL RETAIL FEDERATION
  • 22. of tablet owners will use their device to research products47.5% SOURCE: NATIONAL RETAIL FEDERATION will make a holiday purchase from their tablet34.5%
  • 23. holiday shoppers will use a mobile device to shop on Cyber Monday 25 million SOURCE: NATIONAL RETAIL FEDERATION
  • 24. SOURCE: DELOITTE Online research prior to purchase will influence 51% of purchases, up 8 percentage points from last year
  • 25. of consumers anticipate their gifts will come from the same retailers as last year 75% SOURCE: DELOITTE
  • 26. of consumers will consider a new brand for better prices 70% SOURCE: DELOITTE
  • 27. of shoppers will showroom — find a product they want in a brick-and-mortar store and then go online to find a better deal 36% SOURCE: EXPERIAN
  • 28. of shoppers will webroom — look for products online but purchase them in a physical store 69% SOURCE: DELOITTE
  • 29. In the last year, searches for “nearby” or “near me” have risen 1.8 times SOURCE: EXPERIAN
  • 30. Takeaway: Be prepared to have all of your web content just as accessible on mobile as it is on a desktop. How do your emails look on a smartphone? Can people easily filter your product catalog on their tablet? Are all of your landing pages optimized with responsive design? Create each piece of your website with the on-the-go visitor in mind. Mobile content consumption is growing rapidly, and being unprepared could cause your marketing to take a major hit.
  • 32. Email
  • 33. of marketers used email to reach holiday customers last year 91% SOURCE: EXPERIAN
  • 34. In 2014, email was the primary marketing channel for driving ecommerce orders, accounting for 23.1% SOURCE: MARKETING LAND of all Thanksgiving weekend orders
  • 36. of consumers say an email with a coupon code would influence them to buy 85% SOURCE: PWC
  • 37. of people expect a retailer’s email promotions to include personalized offers and recommendations 78% SOURCE: MAGNETIC
  • 38. consumers who sign up for brand emails will make a purchase based on what they receive in their inbox 8 in 10 SOURCE: SALESFORCE
  • 39. SOURCE: EXPERIAN Retailers saw an 88% increase in email revenue when sending two mailings in a day during last holiday season
  • 40. Takeaway: Inboxes are a cluttered, chaotic place. To be sure your email gets clicked, set a precedent of value for each of your messages. Use email to send a mix of enjoyable content, holiday coupons, and personalized product suggestions. When in doubt, be helpful. The holidays can be a stressful time. Let your emails help guide potential customers through their shopping pain points. Remember, the key to remarkable marketing is crafting the emails your audience looks forward to receiving.
  • 43. of holiday shoppers will use social media to get gift ideas 51% SOURCE: DELOITTE will use social media to find discounts and sale information 50%
  • 44. of shoppers turn to Facebook for holiday shopping inspiration 13% SOURCE: NATIONAL RETAIL FEDERATION
  • 45. of shoppers will use Pinterest for holiday shopping inspiration 8.8% SOURCE: NATIONAL RETAIL FEDERATION
  • 47. of SMBs plan to use social media to promote products and holiday deals 40% SOURCE: AMERICAN EXPRESS
  • 48. of millennials say they have never clicked on a sponsored post67% SOURCE: SOCIALCHORUS
  • 49. of millennials say their friends are the most credible source of product information 95% SOURCE: SOCIAL CHORUS
  • 50. Facebook accounts for 50% of total social referrals and 64% SOURCE: BUSINESS INSIDER of total social revenue
  • 51. Takeaway: Few things boost awareness for your products like brand evangelists. Balance your holiday social media calendar with engaging content and glowing product reviews that are easy for your most loyal customers to share. Prioritize content that is visually appealing for the fast- scrolling social media user. Finally, seek out storytelling opportunities in your posts. As social media users increasingly favor more personal and substantive content, think of each post as an opportunity to delight potential customers with the very item missing from their wish list.
  • 53.
  • 54. of shoppers used the internet for holiday shopping research last year 78% SOURCE: IPSOS MEDIA
  • 55. of consumers say sales are a factor in their holiday shopping decisions 73.1% SOURCE: NATIONAL RETAIL FEDERATION
  • 56. SOURCE: ADWEEK of shoppers will go to a brand’s website to look for coupons More than half
  • 57. of holiday shoppers consider free shipping or shipping promotions as a key factor in their purchasing decision 47% SOURCE: NATIONAL RETAIL FEDERATION
  • 58. of shoppers prefer free shipping offers over fast shipping 87% SOURCE: DELOITTE
  • 59. of marketers say educational holiday marketing content is beneficial to their site traffic and bottom line 66% SOURCE: CONDUCTOR
  • 60. Marketers who prioritize blogging are 13 times SOURCE: HUBSPOT, STATE OF INBOUND 2014 more likely to enjoy positive ROI
  • 61. In 2014, organic search drove 21% SOURCE: MARKETING LAND of online holiday orders
  • 62. Total online holiday sales are projected to reach $105 billion SOURCE: NATIONAL RETAIL FEDERATION this holiday season
  • 63. Takeaway: As you build out your holiday marketing strategy, don’t forget about your website usability. Prepare for the rise of omnichannel shoppers by checking the mobile responsiveness of your product pages and landing pages. Use your homepage and sidebar real estate to promote your best performing marketing materials, whether it be coupons, a specific CTA, or a helpful piece of content. Finally, don’t forget about your blog! Craft blog content that relates to your persona’s needs and thoughtfully tees up the promotion of your products and services.
  • 65. Looking for more ways to apply these stats to your Free DownloadFree Download holiday marketing?