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BizReport : Ecommerce archives : November 22, 2010

What will engage shoppers this holiday season?

With the US Thanksgiving celebration only a few days away, holiday ad campaigns are in full swing and some etailers are seeing a slow uptick in traffic and conversions. But more traffic, more purchases and more revenue are on the horizon if several 2010 holiday forecasts are found to be true. Although ad plans are in motion, there are still things brands can do to engage consumers.

by Kristina Knight

Unicast has released their Fall 2010 report, which indicates that consumers may still be swayed to spend their holiday shopping dollars online this year.

Some key findings include:

• 53% of consumers plan to compare pricing online during the 2010 holidays
• 37% plan to shop - and buy - online December 17, 2010; that is a 'free shipping day'
• Most plan to shop between December 1 and December 15
• 54% say they are most influenced by sale offers, discounts or special promo codes in advertising
• 14% plan to have most of their holiday shopping finished by the American Thanksgiving holiday

Shoppers are also creating shopping lists and budgets, looking for gifts on 'alternative' sites such as eBay or CraigsList, making wishlists on large hubs like Amazon and traditional retail websites.

"No less than 46% of every 'cohort' according to gender, age, region, household income brackets and marital and parental status selected [savings/discounts] as one of their two online ad attributes," was written in the report. Those attributes are things they look for in an online ad to click through to a website. Comparatively, only about 10% said funny video ads made them click through and only 6% said a direct link to a website would make them click through.

Is anything off limits to online shoppers this year? Not really. About half report they'll buy entertainment gifts (music, movies, games) online, 43% report they'll by clothing/apparel online and 36% will purchase books and magazines online. Toys, hand-held electronics, furniture, make-up, gourmet foods/drinks also made the 'will purchase online' list for 2010.

"We expected to see a lot of people planning to do their holiday shopping online, but thing the interest in purchasing both online digital entertainment and virtual goods is telling," said Charlie Born, Executive Vice President of Marketing at Plimus. "Now that online digital entertainment has become more widely adopted by the general consumer, the early adopter crowd and avid online and social gaming communities have the potential to drive the same kind of adoption of more online digital and virtual goods purchases."

A report from Plimus agrees with the 'anything goes' trend that Unicast researchers are seeing. Their holiday report indicates that about half of holiday buyers will spend money on digital entertainment, games, videos and the like with 70% planning to give these types of things as gifts. Just over half plan to buy consumer electronics, including e-readers and gaming consoles this holiday season.

Tags: 2010 holiday forecast, 2010 holiday shopping, Charlie Born, ecommerce, Plimus, Unicast

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  • any data from other research provider on the role that e-gift cards will be playing in buying habits?



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