The total retail mCommerce sales are likely to increase by 43.2 percent at USD 115.92 billion. Nearly 30 percent of retail eCommerce sales and 2.4 percent of total retail sales for the year will take place on Mobile devices. As per the eMarketer estimates, by 2020 mCommerce will contribute nearly 50 percent of Total Retail eCommerce sales. Bigger Screens, Better Design and Simpler Payment options are the key factors for Smartphone sales growth. As a matter of fact for the first time in 2016 , mCommerce sales on smartphones at USD 67.23 billion will make for 58.0 percent of retail mcommerce sales.
eMarketer predicts that holiday eCommerce sales are likely to grow by 17.2 percent to USD 94.71 Billion, representing 10.7 percent of total sales. At the same time, Total retail sales are likely to increase by 3.3 percent to USD 884.5 Billion.
Holiday 2015 brought in a 60 percent growth in traffic and conversion rates. The US retail online sales for Holiday Season 2016 are likely to grow by 13.3 percent according to eMarketer. Nearly 50 percent of shoppers have reported Holiday Shopping begins before Thanksgiving and nearly 25 percent start before Halloween.
Optimizing your campaign for audience segments can get your campaigns and content discovered by the target audience . The content Eco-system for your audience segments varies for different demographic. Smartphones are essential in the content path of Holiday Shopper with 76 percent shoppers conducting a local search and visiting a physical location within 24 hours. Equally important is the growth of Buy Online and Pick Up in store with 32 percent using the option in 2015.
Optimize your campaigns for local search intent. 82 percent of the shoppers refer to Smartphones while shopping prior to visiting a store. The Queries with Local Intent increased by 2X during Holiday season 2015.
Define your audience segments and develop a persona for each audience segment. With profiles for each segment you can find out the purchase behavior for each segment, depending on the time they are likely to start shopping and the content that works for each persona. For instance, targeting teens with a personalization content strategy might work better, whereas for targeting seasoned mature shopper, an opt-in email strategy might bring in best deals on a weekly basis.
Your Content Marketing Strategy centered around your audience ensures sustained interest, throughout the holiday season. Co-promote your offers and campaigns with publisher boosts to ensure sustained interest. This will help your brand with Organic search results. Some of the tactics recommended by SEO experts WPROMOTE are to leave your Branded content on the main site navigation for SERP results. The content pieces that are likely to work for your category depend on what is popular with your target audience. For some categories, Gift Guides work better, while for others an image caption contest may generate increased engagement.
According to WPROMOTE’s “100 Days Of Holiday” Whitepaper, the SEO firm recommends updating your website content and Metadata with Holiday related terms as early as October.
Some of the charts from comScore reveal the weekly ramp up of online holiday retail sales making it important for brands to think their Online holiday retail strategy to be ready with Text Ads and Display Ads, as well as Social media strategy to be ready for online searchers and holiday shoppers.
The Traffic for Mobile and Desktops varies for different weeks. Keep in mind the changes in traffic volume and searches on mobile to optimize your bids accordingly.
Source: WPROMOTE’s Whitepaper “100 Days of Holiday” and comScore
Online retail sales increased by 26 percent over Black Friday and Thanksgiving in 2015 YOY. Mobile accounted for nearly 60 percent of search traffic and 40 percent of online sales for Thanksgiving and Black Friday weekend. Transactions peaked on Cyber Monday, which continued to be the biggest online shopping day of the season. Online sales for that day grew by 17.8 percent year-over-year. On Black Friday Smartphones accounted for 44.7 percent of all online traffic, 3.5X that of tablets at 12.5 percent. Smartphones surpassed tablets in sales, driving 20.6 percent of online sales (up nearly 75 percent over 2014) versus tablets at 15.5 percent.
According to a report by IBM Watson, for Holiday Season 2015, here are five charts that marketer’s need to look at:
Cyber Monday continued to be the biggest online sales day, ringing in 17.8 percent higher sales than 2014. Cyber Monday sales were 25.5 percent higher than Black Friday online retail sales.
Cyber Monday outpaced Black Friday and Thanksgiving as shoppers continued to cash-in on deals later in the evening.
While Cyber Monday continues to be the biggest online shopping day of the year, Thanksgiving and Black Friday grew at a faster pace.
- Thanksgiving online sales grew by 26 percent with 40 percent of all online sales generated by mobile devices.
- Black Friday online sales grew by 21.5 percent with 36.2 percent of all online sales generated by mobile devices.
- Cyber Monday online sales grew by 17.8 percent with 27.6 percent of all online sales generated by mobile devices.
Desktop traffic was 47.5 percent of all online traffic for November and December combined compared to 54.8 percent for the same period in 2014. Similarly, desktop sales represented 69 percent of all online sales compared to 77.3 percent in 2014. Smartphones continued to increase in their share of traffic and Online sales.
Among the operating systems, iOS and Android grew at roughly the same pace year-over-year in percentage sales and traffic.