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How Your Competitors Are Spending the Holidays

Posted on 10.20.2010

Optimism abounds for the online retailers who took part in the 2010 eHoliday Study.

Nearly two-thirds (63.8%) expect their sales to increase this season by at least 15 percent over last year’s holiday totals. That number is up considerably from the 45.8 percent of merchants who had the same expectations at this time last year – and makes for the cheeriest 2010 holiday forecast yet.

The study, conducted by BIGresearch, includes some useful information about how e-commerce merchants are preparing for the new season. There are still plenty of selling days left to implement some of these tactics into your own strategies if the situation calls for it:

  • 40 percent of online retailers will begin holiday marketing by Halloween, and another 40 percent will begin by November 1
  • 84.5 percent will offer free shipping at some point during the holiday season
  • 72.5 percent have increased their Facebook presence for the holidays
  • 54.9 percent have enhanced or invested in product pages for cross-selling during the holidays
  • 54.9 percent have optimized site search features to maximize holiday sales
  • 52.9 percent have invested in customer ratings and reviews platforms in advance of the holidays
  • 43.1 percent will increase their presence on Twitter this holiday season

From the consumers’ perspective, 32.2 percent of shoppers said they will make more of their holiday purchases on the Web this year, citing 24-hour convenience (35.1%), easy price comparisons (33.1) and lack of crowds (30.8%) as their top reasons.


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