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BizReport : Ecommerce archives : October 14, 2014

Reports: Mobile, social hot for the holidays

Look for more conversions this holiday season from the mobile and social sectors. That is the takeaway from new data out from MarketLive. According to their forecast about one-third of holiday shoppers will buy gifts via mobile devices while nearly half say they're likely to buy based on social media referrals.

by Kristina Knight

Mobile and social could be the keys to a successful 2014 holiday shopping season according to new data out from MarketLive. Their survey of shoppers leading up to the big rush indicates 36% of shoppers will buy via mobile devices; more than half say they'll reserve items in-store via mobile to avoid lines or out of stock items. Other interesting findings from the report include:

• 70% are likely to research products via mobile
• 30% have made purchases via social media in the past, 49% say they're likely to do so during the holiday rush
• 44% say they'll hit up social media for new product details or reviews

"The survey results highlight key strategies we are suggesting our merchants implement for the holiday season. Providing an engaging and optimized mobile experience is paramount given that online purchases completed on a mobile device continue to sharply trend upward, as well as pre-purchase activities on mobile such as researching prices and looking up store inventory to see if that special gift is in stock," said Ken Burke, founder and CEO of MarketLive. "In addition, we are advising our merchants to pay attention to their social channels this season. Revenue from the channel may still be growing slowly, but the survey underlines interesting changes in the role of social influence on gift purchases this holiday season. We may have finally turned the corner on social commerce."

Meanwhile new data out from Accenture indicates the average American will spend an average of $718 on gifts for the holidays. Most (66%) say they'll hit stores on Black Friday and about one-third say they'll also shop online over the Thanksgiving weekend.

"The holiday shopping season is one of the most competitive times of the year for retailers, but they also have a big opportunity to drive sales and acquire new customers," said Dave Richards, global managing director, Accenture's Retail practice. "The majority of retailers look for ways to extend the holiday season as late as possible, but can face challenges in delivering a physical product in time. Personalized promotions and pushing gift cards are a good way for retailers to continue momentum and stretch this success into the post-holiday season."

Accenture's report also indicates:

• 28% of shoppers say they have more discretionary spending money this year than last
• 96% say discounts/coupons will be important to their buying this year
• 57% say they'll be buying gift cards

Image via Shutterstock

Tags: 2014 holiday shopping trends, Accenture, ecommerce, m:commerce, MarketLive, mobile marketing, social commerce, social marketing

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