Marketing Strategy Of E-Commerce

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The holiday season is a critical time for retailers. On average, approximately 30 percent of all sales have traditionally occurred between the Friday after Thanksgiving and Christmas, with jewelers and certain other retailers reporting that the holiday season accounted for 40 percent or more of their total annual sales. In recent years, an increasing number of shoppers have been turning to e-commerce sites instead of brick-and-mortar stores for their holiday shopping. For 2016, e-commerce sales are expected to increase by almost 14 percent although total retail sales are expected to increase by only 3 percent. If the predictions prove true, 2016 could be the first holiday season in which e-commerce 's share of holiday sales exceeds 10 percent. …show more content…

Successful e-commerce retailers consider a variety of unusual factors when planning their holiday marketing messages. For example, younger males comprise a substantial portion of last-minute shoppers, and they are more likely to be focused on simply getting through their chores, frequently ignoring promotions and sales. Focusing on how easily they can complete their holiday shopping may be a better marketing message than delivering a digital coupon. Weather conditions can affect sales significantly; research has shown that online sales increase when the weather is inclement, so some retailers increase their marketing efforts on days when snow, sleet or extremely low temperatures are keeping many shoppers at home. Other online retailers are looking more at items that could be purchased together than at items that have traditionally been bought at the same …show more content…

According to one study, approximately 50 percent of all shoppers balk at paying for standard shipping although they are willing to pay for upgraded, faster shipping. During the 2015 holiday season, one study found that 78 percent of all retailers offered free shipping of some type; the most common offering was free standard shipping if the order exceeded a specific amount. Such an approach can encourage shoppers to purchase multiple items from the same site in order to meet the minimum requirement for free

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