OCT25
This year marks the 10th edition of the annual Shop.org eHoliday Study, and I’m happy to present to Shop.org members the annual pre-holiday results of the merchant and consumer surveys completed recently. As usual, we find the data is sometimes in step with what we saw the year prior, sometimes has taken a fresh turn – and in yet other cases - explores something altogether new.
Here are a few of the most telling stats from the 2011 eHoliday pre-holiday results:
- Across all channels, half of consumers expect to stick largely to the same holiday shopping budget as last year. Encouragingly, however, one in five plans to spend more.
- One of my favorite insights every year: what matters most to consumers as they shop online for the holidays. This year’s top three: (1) seeing the shopping cart total before check out (#1 also last year), (2) having the product in stock and available to ship immediately (#4 last year), and (3) value for money / good deals (#3 also last year). More details to follow on this in an upcoming post.
- Almost three-quarters of retailers surveyed have invested in their Facebook page this year in anticipation of the holiday season. However, they have also smartly invested in improved cross-selling on the product page and the cart page, customer ratings and reviews, and site search, among other fundamentals.
- Free shipping continues to be in high demand from consumers, and over half of retailers surveyed note that their budget for free shipping promotions this year is somewhat to significantly higher than last year.
- That said, close to half of consumers note that, in addition to free shipping offers, they would also like to receive coupons – something that close to half of retailers surveyed plan to emphasize heavily this year.
Shop.org members can download the full data or non-members can read the press release. Wishing you a truly prosperous 2011 holiday season!
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