An overview of holiday shopping trends, how retailers can drive sales based on customer data, and digital strategy tips to prepare for ultimate optimization.

1. How customers are spending during the holidays and what you need to know
to be prepared for the upcoming year.
Deck Your Holiday Sales With
Digital Strategy

2. How Retailers Drove
2014 Shopping
Gave Offers Early
1/4 of 2014 holiday shoppers started purchases before Halloween 2014 (1)
Amplified Their SEO
78% of shoppers used the internet for holiday research (1)
Showed Relevant Offers
40% of 2014 holiday shopping happened online (1)

3. How Retailers Are Driving Mobile
Shopping
Make Sites Responsive
$1 trillion of retail sales were influenced by mobile searches in 2014 (1)
Send Mobile Coupons
70% of all consumers will access the discounts they want from a
smartphone or comparable device (7)

4. Black Friday Spend
2013
$1.198 Billion (2)
2014
$1.505 Billion (2)
26% Change from Year Prior
2015
$1.656 Billion (3)
10% Change from Year Prior

5. Cyber Monday Spend
2013
$1.735 Billion (2)
2014
$2.038 Billion (2)
17% increase from the prior year
2015
$2.280 Billion (3)
12% increase from the prior year

6. 83.5%
increase of mobile
influences on in-store sales
since 2012 (4)
80.5%
increase of digital influence
on in-store sales since 2012
(4)
Digital & Mobile Increases
Projection
digital influence is projected
to reach 64% by the end of
2015 (4)

7. What Happened in 2015
Total Holiday Sales
$626.1 billion - up 3% from last year (5)
Holiday Retail Sales
Holiday sales increased 3.1% from last year(5)
Holiday Sales Prediction
NRF expected sales to grow 3.7 percent to $630.5 billion (5)
December Retail Sales
Increased 2.2% from last year(5)

8. What It Means For Your Future Digital
Strategy
Make sure you meet shopping trends
• Provide offers for the early birds as well as the late shoppers
• Start planning your SEO strategy early so you appear in front of customers seeking related content
• Use customer insights to create relevant, personalized offers for your shoppers
Meet mobile trends
• If your site isn’t responsive, you’re losing valuable customer conversions. Make sure you provide the best
experience no matter how they’re interacting with your brand
• Ensure any promotions or coupons are optimized for mobile viewing and checkout
Use analytics to better understand your customers
• Your customers leave behind rich data; use this to decode how they shop & how to reach them
• If you can create an engaging customer experience, customers will thank you with increased brand
loyalty and repeat purchases
* Find more SEO tips, keys to customer insights and more digital strategies to help you hit your
2016 goals on our blog, or reach out to us directly at info@riseinteractive.com.

9. Appendix
(1.) 5 Holiday Shopping Trends To Watch in 2015 - Google
• https://www.thinkwithgoogle.com/infographics/5-holiday-shopping-trends-to-watch-in-2015.html
(2.) Cyber Monday Exceeds $2 Billion in Desktop Sales - Comscore
• https://www.comscore.com/Insights/Press-Releases/2014/12/Cyber-Monday-Exceeds-2-Billion-in-Desktop-Sales-for-First-
Time-Ever-to-Rank-as-Heaviest-US-Online-Spending-Day-in-History
(3.) Cyber Monday Surpasses $3 Billion in Total Digital Sales - Comscore
• http://www.comscore.com/Insights/Press-Releases/2015/12/Cyber-Monday-Surpasses-3-Billion-in-Total-Digital-Sales-to-
Rank-as-Heaviest-US-Online-Spending-Day-in-History
(4.) Navigating the New Digital Divide - Deloitte
• http://www2.deloitte.com/content/dam/Deloitte/us/Documents/consumer-business/us-cb-navigating-the-new-digital-
divide-051315.pdf
(5.) Retail Holiday Sales Increase 3 Percent – National Retail Federation
• https://nrf.com/news/retail-holiday-sales-increase-3-percent
(6.) Story of the 2015 Season - Comscore
• http://www.comscore.com/Insights/Blog/Story-of-the-2015-Holiday-Season-Mobile-is-Eating-Brick-And-Mortar-Retail
(7.) One-Click Savings: A Quick Look at 2015 Mobile Coupon Statistics - TrueShip
• http://www.trueship.com/blog/2015/03/24/one-click-savings-a-quick-look-at-2015-mobile-coupon-statistics/#.Vnluo_krKUk