No matter what industry you're in, the holidays are a great time to make sales and generate revenue. If you work in e-commerce, you can take advantage of the many, many people shopping online to build your business.
Studies show that last year, holiday season e-commerce revenue in the US was greater than $106.14 billion, which means there are a lot of people spending money online (who could also potentially spend money on your business!)
If you want to make money with your e-commerce business over the holidays, it can help to focus on digital marketing.
By thinking about seasonal specific marketing you can ensure that you use the right channels and appeal to people in the right way to increase ROI. These numbers can help you see just what works for marketing and how you can make your holiday efforts merry and bright.
#1 – Brand Specific Searches Occur More Often on Black Friday and Cyber Monday
A recent internal study at Microsoft showed that more brand-specific searches occur on Bing on Black Friday and Cyber Monday.
This means that if you're planning a PPC ad campaign or creating optimized landing pages for the holiday, think brand-specific for those two particular special shopping days.
Customers will come to search engines to look specifically for you and what you're offering, so make sure that those things are easy to find.
#2 – Nearly Half of Shoppers are Done with Holiday Shopping by Black Friday
Recent research by Google showed that 42% of holiday shoppers are already done with their holiday shopping by the Black Friday/Cyber Monday period. This means that you need to tackle holiday marketing efforts early.
Start holiday marketing campaigns early, so you can promote your products while people are ready to buy.
#3 – 61% of Shoppers are Open to New Brands
A recent study by Google showed that 61% of shoppers are open to buying from new companies during the holiday season. So, target these customers who are looking to buy from someone new by attracting consumers who might otherwise by lured by your competitors.
Bid on search terms that include "brands like" and "stores like" to steal the potential customers from your competitors.
#4 – Sales on Mobile is set to Exceed $20 Billion
Make sure you are targeting mobile customers with your marketing during the holiday season. This year, people are shopping on their mobile devices.
In fact, experts believe that mobile sales are supposed to reach $20.1 billion this season. This is a 45.2 percent growth over the last 2 years.
#5 – Ads can get up to 140% More Expensive
Don't get priced out in time for holiday advertising. Research shows that bid prices can increase by 140% at this time over year, compared to the average yearly price.
So budget more for ads during the holiday season. This means you'll be able to afford marketing when it really will pay off!
#6 – Over 40% of Web Traffic came from Paid Search and Email
Adobe's study on holiday marketing last year showed that paid search and email campaigns where the tactics that paid off the most.
Search drove 44.8% of all website visits during the holidays (23.5% were paid visits, and 21.3% were organic visits). Email also generated a lot of revenue during the holiday season, serving as the cause of 20% of all online website visits.
#7 – 21% of Brands have Started their Holiday Campaigns since September
Surveys have showed that the majority of brands begin their holiday marketing planning as Q4 begins.
In fact, 21.26% of brands start their holiday campaign strategizing and roll out in the month of September. So, if you want to stay neck and neck with your competitors, that's when you should also plan your holiday marketing efforts.
By planning early, you can ensure you're prepared to roll out a successful holiday marketing strategy in time to take advantage of early bird shoppers.
#8 – Boxing Day Yields the Highest Mobile Traffic
You may want to stop ads and paid efforts on Christmas Day. After all, the holiday's done, right?! Actually – wrong, since studies show that the highest traffic day (on mobile) is actually the day after Christmas.
Keep your efforts going at least through December 26, so you can take advantage of people who are making returns, looking for post-holiday sales, and just not ready to give up that fun, exciting spirit of the holiday shopping season.
#9 – There were Almost 9 Billion Data Points to be Collected for Marketing Last Year
Tons of companies send out marketing messages during the holidays, including via text or email.
In fact, studies showed that online retailers sent out more than 3 billion emails last year and 82 million SMS and push notifications. This gave companies the opportunity to collect more than 8.8 billion data points.
Lots of companies are using messaging during the holidays for marketing, but consumers are waiting and watching. Take advantage of that dynamic to get important info you can use for marketing year-round.
#10 – 40% of Holiday Shoppers Want You to Remember Them
Some four in 10 holiday shoppers want retailers to remember personal details about them, like past sizes and items they've previously purchased. Personalization always matters to customers, but it does especially during the holidays.
This is because shoppers have a lot of purchasing to get done during the season, and they appreciate a business who understands what they like and buy, then shows them things they are likely to want or appreciate.
Personalization helps businesses better meet shoppers "immediate needs."
#11 – Holiday Shoppers Are Looking for Information on At Least 3 Channels
About 76% of holiday shoppers 18 years of age or older use at least 3 channels to search for specific products (or ones that are similar).
Use multichannel campaigns to target people where they spend time looking. This means that you should be sure you are marketing to people on their smartphones, via a retailer website, and also in-store.
By being consistent with your messaging and promotion across your business' presence (in person and online), you can ensure that your marketing messages are getting seen at least once (or, perhaps, multiple times to make them even more effective).
During the holiday season, businesses can take advantage of an increased number of shoppers by using specific holiday marketing strategies.
By tailoring your efforts to match the spirit of the season, and paying attention to what has worked (and not worked) for companies in the past, you can hone in on promotional strategies that get people interested in what you're selling – and the spirit to make a purchase.