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Holiday 2013 Stat Watch

Posted on 9.06.2013

Water parks are closing and pumpkin spice lattes are starting to flow, which means that before you know it, every brick-and-mortar store will be filled with the sounds of holiday music.

This means that online merchants must have their storefronts and marketing collateral ready, because the busiest season of the year is right around the corner. And in order to get a piece of the more than $42 billion that consumers spent online during the holidays last year, merchants must have a solid digital strategy set in place. 

But whether you’re in the initial planning stages of your holiday campaign or just putting the finishing touches on it, taking a look at some of the insights from last year’s holiday as well as some predictions for this year’s upcoming season will likely do you and your holiday strategy some good. Check out some holiday stats below:

* The holiday season represents anywhere between 20 – 40 percent of a merchant’s annual sales.

* Consumer confidence is currently at its highest since 2008.

* Out of all emails sent throughout the year, 28 percent are sent during the holiday season.

* Sixty percent of retailers are cautiously optimistic that revenue growth will exceed 10 percent this season.

* Fifty-three percent of retailers expect mobile transactions to account for a significant part of their holiday revenue in 2013.

* Social media will have little to no impact on sales according to 84 percent of retailers.

* Thirty percent of retailers will begin holiday promotions prior to October 1st, while 40 percent will wait until early November.

* Seventy-seven percent of retailers plan to invest in enhanced site search before the holidays.

* More than 8 percent of Facebook referral links resulted in a purchase at Ecwid-powered storefronts on Dec. 6th 2012.

* iPad tablet traffic fell by 7.1 percent following the 2012 holiday.

* Online shoppers purchased $42.3 billion worth of goods in November and December 2012.

* Holiday 2012 e-commerce spend was up 14 percent compared to 2011.

* Thanksgiving Day online spending was up 32 percent in 2012. 

* Black Friday online spending was up 28 percent in 2012.

* Only 14 percent of consumers took advantage of mobile marketing emails in 2012.

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