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BizReport : Mobile Marketing : November 01, 2016

Holiday Roundup: Mobile pushing more sales

Two new reports suggest mobile will be key to holiday success for many retailers this year.

by Kristina Knight

First, data from NetElixir suggests that brand names aren't a big influencer for holiday shoppers. Their data indicates that most (82%) holiday shoppers aren't concerned about the brand names of the gifts they give. Their 2016 Holiday Consumer Insights Report also indicates that gift cards are the top gifting option for shoppers over age 25. More than half of those polled by NetElixir say they'll research and buy holiday gifts via their mobile devices.

"The mobile statistic is critical for retailers," continued Udayan Bose. "The implication is that the majority of consumers are now going through the entire purchase funnel on their mobile devices, which means retailers need to be present and findable on mobile devices. For example, retailers need to have their PLA ads working on mobile during the holidays. This is just a sample of how retailers need to adjust to this holiday season to take into consideration that mobile has now gone completely mainstream."

Meanwhile, data out from Adobe suggests that mobile shopping will outpace desktop shopping. Their 2016 Digital Insights Shopping Predictions digital commerce will increase by at least 10% this year, versus the under-4% increase the overall retail season will bring. As to which days are expected to be the hottest for shoppings, Thanksgiving and Christmas Days are expected to show the highest mobile commerce increases.

"We expect to see a five percent spike in online shopping in early November and a record 24 percent increase in the last two weeks of December," said Mickey Mericle, vice president, Marketing and Customer Insights at Adobe. "'Click and collect,' faster shipping and retail promotions starting earlier than ever are all contributing to the extended shopping season. Despite the uptick in sales we expect to see slower growth in total online sales this year."

Tags: 2016 holiday shopping trends, Adobe, ecommerce, mobile commerce, mobile marketing, Netelixir

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