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BizReport : Ecommerce : December 19, 2011


Free Shipping Day pulls another $1b+ from shoppers wallets

Early data out from comScore indicates the 2011 holiday spend is now over $30 billion, with another day hitting the $1 billion single-day sales number. Free Shipping Day (Friday, December 16) saw shoppers spend $1.072 billion online, a 14% increase Year over Year.

by Kristina Knight

"More than $1 billion in spending on Free Shipping Day put the exclamation point on what will almost certainly be the heaviest week of the online holiday shopping season," said comScore chairman Gian Fulgoni. "Four individual days surpassed $1 billion in spending this week, with Green Monday leading the way at $1.13 billion. While next week may see another strong day or two at the beginning of the week, it's clear that we have now reached the crescendo for this season and that spending will begin to slow as we get closer to Christmas, leaving Cyber Monday as the top ranked shopping day for the second year in a row."

As for how merchants are engaging online shoppers, comScore believes many 'front loaded' campaigns - using more discounts, deals and offers in the beginning of the season. Those merchants seem to have tapered off the deal-giving of the year as the holidays have moved forward.

Email is still a go-to for many online merchants and big brands with online outlets.

Responsys data shows retailers sent more than 170 emails per list subscriber in 2011, a 16% increase from 2010, with December ranking as the heaviest month. December, researchers say, merchants send subscribers an average of 21 messages while other months the average is 18.2.

"Over the five day [Thanksgiving] weekend, promotional email volume sent by major retailers was up 27% year-over-year, with Thanksgiving Day, Black Friday and Cyber Monday all seeing record email volumes," said Chad White, Research Director at Responsys, who tracks the email marketing activity of more than 100 of the top retailers on the Retail Email Blog. "Retailers are making email marketing central to their cross-channel marketing efforts this holiday season like never before, and the record online sales results speak for themselves."

For the Thanksgiving weekend, Responsys found 87% of major retailers sent at least one promotional message to subscribers (Cyber Monday) and 81% sent email messages on Black Friday. Three-quarters (75%) of retailers sent messages on Thanksgiving Day.






Tags: 2011 holidays, 2011 holidays spending, comScore, ecommerce, online shopping trends, Responsys








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