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BizReport : Ecommerce : January 26, 2016

Study: Holidays bring in one-quarter of new shoppers

When it comes to engaging a new consumer base, retailers can bet on the holidays. That is the takeaway from a new RJMetrics report, which indicates nearly one-quarter (24%) of new ecommerce customers are engaged during the holiday season.

by Kristina Knight

Ecommerce customer acquisition is getting leg up from the holiday season. That according to RJMetrics which found one-quarter of new customers are acquired during the holiday months. But, all of those new acquisitions do not automatically equal a more robust revenue line. According to the report these new acquisitions actually have a lower lifetime value to the brand.

Researchers found that average holiday shoppers place about 7% fewer orders (lifetime) and have a 6% lower average order value (lifetime) that shoppers acquired during other timeframes.

"We were surprised by these findings," says Tristan Handy, VP of Marketing at RJMetrics. "Conventional wisdom leads us to believe that holiday shoppers are a low-loyalty segment. This research finds that that is far less true than most people think."

Other interesting findings from the report include:

• Electronics and Apparel shoppers are slightly more likely (26%) to be acquired during the holidays
• Food and Beauty shoppers are slightly less likely (22%) to be acquired during the holidays
• 39% of returning holiday shoppers make second purchases within the same holiday season

Image via Shutterstock

Tags: ecommerce, ecommerce trends, holiday ecommerce, RJMetrics

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