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BizReport : Ecommerce archives : December 28, 2011

Post-holiday emails to focus on gift cards

The big shopping rush may be over, but retailers across the US believe there is still money to be spent, and they are banking most of that cash is coming from gifted gift cards. According to Responsys about 22% of retailers will contact subscriber lists this week about redeeming gift cards received over the holidays.

by Kristina Knight

This type of message, finds Responsys Research Director Chad White, saw a big increase (38%) on December 23rd, when retailers messaged lists about buying last minute e-gift cards.

"With tablet and smartphone sales soaring, the new opportunity late in the holiday season is offering other digital gifts, such as books, apps and games as last-minute gift options," said White. "Barnes & Noble's new 'Instant Gifting' store is a great example of a retailer going after this new and rapidly growing market."

According to IBM mobile purchases increased more than 170% on Christmas Day (December 25) - much of that increase could be from new devices. Consumers purchasing books for e-readers, downloading music, movies or television shows for tablets or making a first 'retail' purchase through a tablet or smartphone device; 7% of all purchases for the day were made via a tablet, says IBM.

The uptick in mobile purchases continued on December 26th, as well. IBM reports a 10% increase in digital sales for the day that, traditionally, sees a host of returns.

The top online retail hubs, according to Experian Hitwise (week ending December 17) were Amazon (16% visit share), Walmart (7.87% visit share) and Target (4% visit share). Other hot properties include BestBuy, JC Penney and Toys 'R Us.

Tags: ecommerce, ecommerce trends, Hitwise, IBM, m:commerce trends, online shopping, Responsys

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