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The holiday season is quickly
approaching – an exciting time for B2B
and B2C companies alike. Consumers
shop for gadgets a...
The 2013
State of Online
Holiday Shopping
The number of online
shoppers is expected
to grow from

167 million in 2012
to 192 million in 2016


SOURCE: FORRESTER RES...
47%

of consumers
say that the
internet is their
favorite
shopping
destination

SOURCE: DELOITTE
49%

of marketers have created and launched a
holiday campaign before Halloween this year
SOURCE: STEELHOUSE
In 2012,

129 million
consumers shopped
online on Cyber Monday

SOURCE: EXPERIAN
3 in 5 retailers dedicated

Over 20%

of their total 2012 online
marketing budgets to
holiday efforts

SOURCE: SHOP.ORG
34%

of shoppers plan to
shop online and
in-store equally
this holiday season

SOURCE: THOMSON REUTERS
SOURCE: IPSOS MEDIACT/GOOGLE
Takeaway:
Shoppers are going online at an increasing rate to find the
right products and services for them. All the while,...
Mobile & Search
This year,

66%

of tablet owners will use their
tablets to make holiday
purchases

SOURCE:
SHOP.ORG
76%
of smartphone owners will use
their devices to research &
make holiday purchases

SOURCE: NATIONAL GOOGLE 2013 HOLIDAY...
SOURCE: IPSOS MEDIACT/GOOGLE
74%

of shoppers
search online to get ideas
for their holiday wish lists 

SOURCE: CATALOG SPREE
82%

of retailers are making
investments in mobile
technology this holiday
season

SOURCE: INTERNET RETAILER
84%

of marketers
use
mobile-optimized
websites

SOURCE: EXPERIAN
SOURCE: SHOP.ORG
77%

of retailers are enhancing
the search capabilities of
their website this season

SOURCE: INTERNET RETAILE
Over 25%

of retailers will make significant
use of smartphone & tablet
paid search campaigns 

SOURCE: SHOP.ORG
55%

of retailers are using
search marketing
to persuade
customers to
snatch up
in-store deals 

SOURCE: SHOP.ORG
Takeaway:


Be prepared to have all of your web content just as
accessible on a tablet or iPhone as it is on a computer. H...
On-Page
SEO Template

Free Download
Email
49%

of all emails are
opened and read on a
mobile device



SOURCE: YESMAIL INTERACTIVE
1/3

yet …
of top ecommerce
brand emails linked to
a non-mobile optimized
landing page


SOURCE: YESMAIL INTERACTIVE
80%

of online
shoppers and

71%

of in-store
shoppers say email
offers influence them to buy
SOURCE: YESMAIL INTERACTIVE
55%

of brands use email as their #1
holiday marketing channel



SOURCE: ACCENTURE
44%

of shoppers learned
about the best Cyber
Monday deals
through retailers’
emails in 2012

SOURCE: BIZRATE INSIGHTS
74%

of holiday retailers are using
email to get customers to
cash in on deals

SOURCE: SHOP.ORG
56%

of businesses plan to increase their
investment in email marketing this year

SOURCE: SEARCH ENGINE PEOPLE
93%

of those marketers
plan to increase or maintain
the same level of email investment 

SOURCE: EXPERIAN
Takeaway:


Email is a powerful tool to offer your potential customers
valuable information and offers directly. In fact, ...
The Anatomy of a
Five-Star Email

Free Download
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
24.8%

of consumers trust peer
recommendations on
Facebook and Twitter
when deciding to
purchase a holiday gift
SHOP.ORG

...
On Pinterest,
revenue per visit
is up by

150%
SOURCE: CMO.COM
67%

of consumers would be likely to share
a digital coupon on Facebook during
the holidays

63.4%

would be likely to sha...
49%

of marketers plan to include social
sharing tools & buttons from their
website (up from 36% in 2012)

SOURCE: EXPERIA...
53.9%

of shoppers will use social media
while shopping in-store, and

38.4%

will tweet about promotional
offers, deals, ...
SOURCES: CMO.COM AND GOOGLE 2013 HOLIDAY SHOPPER INTENTIONS STUDY
Takeaway:
People and businesses are using social tools for product
suggestions and reviews, both from their friends and fr...
250 Holiday
Stock Photos

Free Download
39%

of shoppers hear about
the best holiday deals by
visiting a company’s
website directly

SOURCE: MONETATE
41%

of consumers visited a retailer’s
site directly to learn more about
Cyber Monday deals in 2012

SOURCE: BIZRATE INSIG...
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



SOURCE: EXPER...
Compared to 2012,
consumers are
viewing an average of

35%

more pages on
retail websites

SOURCE: INTERNET RETAILER
SOURCE: SHOP.ORG
RCE: INTERNET RETAILER & EXPERIAN
Nearly 40%
of retailers will use free shipping
offers on their website to entice
customers to shop online this
holiday sea...
yet, less than

1/2

of retailers will use
homepage messaging
to get the word
out about
in-store offers

SOURCE: SHOP.ORG
But for the 2012
season, marketers used
fewer site-wide promotions
in favor of

Personalized
Discounts

SOURCE: SHOP.ORG
Online holiday sales will reach

$82 billion
in 2013, up 15%
over 2012

SOURCE: NATIONAL RETAIL FOUNDATION
Takeaway:
Don’t forget the value of a true-blue, user-friendly website. Use your
homepage to promote your best performing ...
5 Blog Post
Templates

Free Download
Checklist:
Mobile & Search
q  Make sure your website is mobile-optimized
q  Check that your emails are easy to read and ...
Checklist:
Email
q  Plan your holiday email calendar
q  Decide what offers you will send via email, like coupons or
spec...
Checklist:
Social
q  Share your best content throughout your social accounts
q  Have a plan to monitor social engagement...
Checklist:
Website & Blog
q  Use some of your homepage real-estate to promote your best
offers and CTAs
q  Keep visitors...
Happy Holidays!
from your friends at
Takeaway: Be prepared to have
Takeaway: Be prepared to have
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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-thego! Mobile content consumption is growing rapidly, and being
unprepared could cause your marketing to take a big hit.

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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-thego! Mobile content consumption is growing rapidly, and being unprepared could cause your marketing to take a big hit.

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