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The holiday season is quickly
approaching – an exciting time for B2B
and B2C companies alike. Consumers
shop for gadgets and gifts, while
businesses buy new products and wrap up
budgets for the following year. All
companies need to think about how to
make lovable marketing that will earn
them business in this high volume, high
stakes season.




This SlideShare will dive into important
stats from the past couple of seasons to
help you take advantage of the top
marketing trends that successful
businesses are using.
Happy Holidays!
The 2013
State of Online
Holiday Shopping
The number of online
shoppers is expected
to grow from

167 million in 2012
to 192 million in 2016


SOURCE: FORRESTER RESEARCH
47%

of consumers
say that the
internet is their
favorite
shopping
destination

SOURCE: DELOITTE
49%

of marketers have created and launched a
holiday campaign before Halloween this year
SOURCE: STEELHOUSE
In 2012,

129 million
consumers shopped
online on Cyber Monday

SOURCE: EXPERIAN
3 in 5 retailers dedicated

Over 20%

of their total 2012 online
marketing budgets to
holiday efforts

SOURCE: SHOP.ORG
34%

of shoppers plan to
shop online and
in-store equally
this holiday season

SOURCE: THOMSON REUTERS
SOURCE: IPSOS MEDIACT/GOOGLE
Takeaway:
Shoppers are going online at an increasing rate to find the
right products and services for them. All the while, businesses
are taking advantage of this growing trend by increasing
budgets for Q4 and making holiday marketing a priority.



Take advantage of this important time of year and consider
increasing your marketing focus during the holiday months. 
But what’s the best way to attract new business during the
holidays? Learn what channels and tools other marketers
are using in the next sections.
Mobile & Search
This year,

66%

of tablet owners will use their
tablets to make holiday
purchases

SOURCE:
SHOP.ORG
76%
of smartphone owners will use
their devices to research &
make holiday purchases

SOURCE: NATIONAL GOOGLE 2013 HOLIDAY SHOPPING INTENTIONS STUDY
SOURCE: IPSOS MEDIACT/GOOGLE
74%

of shoppers
search online to get ideas
for their holiday wish lists 

SOURCE: CATALOG SPREE
82%

of retailers are making
investments in mobile
technology this holiday
season

SOURCE: INTERNET RETAILER
84%

of marketers
use
mobile-optimized
websites

SOURCE: EXPERIAN
SOURCE: SHOP.ORG
77%

of retailers are enhancing
the search capabilities of
their website this season

SOURCE: INTERNET RETAILE
Over 25%

of retailers will make significant
use of smartphone & tablet
paid search campaigns 

SOURCE: SHOP.ORG
55%

of retailers are using
search marketing
to persuade
customers to
snatch up
in-store deals 

SOURCE: SHOP.ORG
Takeaway:


Be prepared to have all of your web content just as
accessible on a tablet or iPhone as it is on a computer. How
do your emails look on a smart phone? Can people access
your coupons via their iPads? Are email buttons clickable and
web content easy to find?
Don’t miss out on an opportunity to gain new customers
because they couldn’t consume your marketing while on-thego! Mobile content consumption is growing rapidly, and being
unprepared could cause your marketing to take a big hit.
On-Page
SEO Template

Free Download
Email
49%

of all emails are
opened and read on a
mobile device



SOURCE: YESMAIL INTERACTIVE
1/3

yet …
of top ecommerce
brand emails linked to
a non-mobile optimized
landing page


SOURCE: YESMAIL INTERACTIVE
80%

of online
shoppers and

71%

of in-store
shoppers say email
offers influence them to buy
SOURCE: YESMAIL INTERACTIVE
55%

of brands use email as their #1
holiday marketing channel



SOURCE: ACCENTURE
44%

of shoppers learned
about the best Cyber
Monday deals
through retailers’
emails in 2012

SOURCE: BIZRATE INSIGHTS
74%

of holiday retailers are using
email to get customers to
cash in on deals

SOURCE: SHOP.ORG
56%

of businesses plan to increase their
investment in email marketing this year

SOURCE: SEARCH ENGINE PEOPLE
93%

of those marketers
plan to increase or maintain
the same level of email investment 

SOURCE: EXPERIAN
Takeaway:


Email is a powerful tool to offer your potential customers
valuable information and offers directly. In fact, consumers
have grown to expect it! Use email to send enjoyable holiday
content, product coupons, or last minute special deals to your
network.
But don’t abuse the technology – be smart about what you
send. Making marketing people love is crucial year-round, but
especially important during the holidays.
The Anatomy of a
Five-Star Email

Free Download
Social
Media
64%

of shoppers
have bought a
product because of
something they’ve
seen on Twitter

SOURCE: CMO.COM
30%

of Twitter users tweet about holiday
shopping before October

SOURCE: CMO.COM
64.8%

of consumers
will turn to
social media sites
to find the perfect gift

SOURCE: CROWDTAP
24.8%

of consumers trust peer
recommendations on
Facebook and Twitter
when deciding to
purchase a holiday gift
SHOP.ORG

That’s more than banner
ads, magazine ads, TV
commercials combined
SOURCE: CROWDTAP
On Pinterest,
revenue per visit
is up by

150%
SOURCE: CMO.COM
67%

of consumers would be likely to share
a digital coupon on Facebook during
the holidays

63.4%

would be likely to share a link to a
holiday contest

SOURCE: CROWDTAP
49%

of marketers plan to include social
sharing tools & buttons from their
website (up from 36% in 2012)

SOURCE: EXPERIAN
53.9%

of shoppers will use social media
while shopping in-store, and

38.4%

will tweet about promotional
offers, deals, and finds

SOURCE: CROWDTAP
SOURCES: CMO.COM AND GOOGLE 2013 HOLIDAY SHOPPER INTENTIONS STUDY
Takeaway:
People and businesses are using social tools for product
suggestions and reviews, both from their friends and from the
vendors themselves. That means you need to share your best
content on social, as well as have your content easy to share
by others.



Also, consider how you can use social channels to collect
and promote reviews and ratings from your best customers.
Finally, have a visual product? You never know, Pinterest may
become your best performing channel!
250 Holiday
Stock Photos

Free Download
39%

of shoppers hear about
the best holiday deals by
visiting a company’s
website directly

SOURCE: MONETATE
41%

of consumers visited a retailer’s
site directly to learn more about
Cyber Monday deals in 2012

SOURCE: BIZRATE INSIGHTS
92%

of holiday shoppers will
go online to research
and/or purchase gifts
this season

SOURCE: CMO.COM
39%

of marketers
plan to incorporate
ratings & reviews into
their customers’ holiday
shopping experience



SOURCE: EXPERIAN
Compared to 2012,
consumers are
viewing an average of

35%

more pages on
retail websites

SOURCE: INTERNET RETAILER
SOURCE: SHOP.ORG
RCE: INTERNET RETAILER & EXPERIAN
Nearly 40%
of retailers will use free shipping
offers on their website to entice
customers to shop online this
holiday season

SOURCE: STEELHOUSE
yet, less than

1/2

of retailers will use
homepage messaging
to get the word
out about
in-store offers

SOURCE: SHOP.ORG
But for the 2012
season, marketers used
fewer site-wide promotions
in favor of

Personalized
Discounts

SOURCE: SHOP.ORG
Online holiday sales will reach

$82 billion
in 2013, up 15%
over 2012

SOURCE: NATIONAL RETAIL FOUNDATION
Takeaway:
Don’t forget the value of a true-blue, user-friendly website. Use your
homepage to promote your best performing marketing materials, whether
it be coupons, a specific CTA, or a piece of content. Use that real estate to
your advantage.




Another key piece of your website is, of course, your blog! Are you
creating blog content that tees up the promotion of your products and
services? You should!





And of course, just like we mentioned before, make sure you have a
mobile version of your websites so your best customers can research your
products from anywhere.
5 Blog Post
Templates

Free Download
Checklist:
Mobile & Search
q  Make sure your website is mobile-optimized
q  Check that your emails are easy to read and buttons are
clickable on a mobile phone
q  Consider creating a mobile app to support your marketing
q  Check that your product pages come up in search, or optimize
those pages if they don’t

Plan ahead with the
On-Page SEO
Template:

Free Download
Checklist:
Email
q  Plan your holiday email calendar
q  Decide what offers you will send via email, like coupons or
special deals
q  Make sure your emails link to an optimized, mobile-friendly
page on your website
q  Have a plan and tool in place to measure your emails
effectiveness

Craft the perfect email
with the Anatomy of a
Five-Star Email:

Free Download
Checklist:
Social
q  Share your best content throughout your social accounts
q  Have a plan to monitor social engagement while taking any
holiday vacation
q  Showcase customer reviews via social channels
q  Consider experimenting with product visuals on Pinterest
q  Make sure all your content and product info is easy to share

Use visuals on social
media with 250
Holiday Stock Photos:

Free Download
Checklist:
Website & Blog
q  Use some of your homepage real-estate to promote your best
offers and CTAs
q  Keep visitors up-to-date with deals on your website
q  Use your blog to write great content that tees up product
promotion
q  Work with guest bloggers for third party reviews

Create remarkable
content with 5 Blog
Post Templates:

Free Download
Happy Holidays!
from your friends at

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47 Stats for Remarkable Holiday Marketing

  • 1.
  • 2. The holiday season is quickly approaching – an exciting time for B2B and B2C companies alike. Consumers shop for gadgets and gifts, while businesses buy new products and wrap up budgets for the following year. All companies need to think about how to make lovable marketing that will earn them business in this high volume, high stakes season. This SlideShare will dive into important stats from the past couple of seasons to help you take advantage of the top marketing trends that successful businesses are using. Happy Holidays!
  • 3. The 2013 State of Online Holiday Shopping
  • 4. The number of online shoppers is expected to grow from 167 million in 2012 to 192 million in 2016 SOURCE: FORRESTER RESEARCH
  • 5. 47% of consumers say that the internet is their favorite shopping destination SOURCE: DELOITTE
  • 6. 49% of marketers have created and launched a holiday campaign before Halloween this year SOURCE: STEELHOUSE
  • 7. In 2012, 129 million consumers shopped online on Cyber Monday SOURCE: EXPERIAN
  • 8. 3 in 5 retailers dedicated Over 20% of their total 2012 online marketing budgets to holiday efforts SOURCE: SHOP.ORG
  • 9. 34% of shoppers plan to shop online and in-store equally this holiday season SOURCE: THOMSON REUTERS
  • 11. Takeaway: Shoppers are going online at an increasing rate to find the right products and services for them. All the while, businesses are taking advantage of this growing trend by increasing budgets for Q4 and making holiday marketing a priority. Take advantage of this important time of year and consider increasing your marketing focus during the holiday months. But what’s the best way to attract new business during the holidays? Learn what channels and tools other marketers are using in the next sections.
  • 13. This year, 66% of tablet owners will use their tablets to make holiday purchases SOURCE: SHOP.ORG
  • 14. 76% of smartphone owners will use their devices to research & make holiday purchases SOURCE: NATIONAL GOOGLE 2013 HOLIDAY SHOPPING INTENTIONS STUDY
  • 16. 74% of shoppers search online to get ideas for their holiday wish lists SOURCE: CATALOG SPREE
  • 17. 82% of retailers are making investments in mobile technology this holiday season SOURCE: INTERNET RETAILER
  • 20. 77% of retailers are enhancing the search capabilities of their website this season SOURCE: INTERNET RETAILE
  • 21. Over 25% of retailers will make significant use of smartphone & tablet paid search campaigns SOURCE: SHOP.ORG
  • 22. 55% of retailers are using search marketing to persuade customers to snatch up in-store deals SOURCE: SHOP.ORG
  • 23. Takeaway: Be prepared to have all of your web content just as accessible on a tablet or iPhone as it is on a computer. How do your emails look on a smart phone? Can people access your coupons via their iPads? Are email buttons clickable and web content easy to find? Don’t miss out on an opportunity to gain new customers because they couldn’t consume your marketing while on-thego! Mobile content consumption is growing rapidly, and being unprepared could cause your marketing to take a big hit.
  • 25. Email
  • 26. 49% of all emails are opened and read on a mobile device SOURCE: YESMAIL INTERACTIVE
  • 27. 1/3 yet … of top ecommerce brand emails linked to a non-mobile optimized landing page SOURCE: YESMAIL INTERACTIVE
  • 28. 80% of online shoppers and 71% of in-store shoppers say email offers influence them to buy SOURCE: YESMAIL INTERACTIVE
  • 29. 55% of brands use email as their #1 holiday marketing channel SOURCE: ACCENTURE
  • 30. 44% of shoppers learned about the best Cyber Monday deals through retailers’ emails in 2012 SOURCE: BIZRATE INSIGHTS
  • 31. 74% of holiday retailers are using email to get customers to cash in on deals SOURCE: SHOP.ORG
  • 32. 56% of businesses plan to increase their investment in email marketing this year SOURCE: SEARCH ENGINE PEOPLE
  • 33. 93% of those marketers plan to increase or maintain the same level of email investment SOURCE: EXPERIAN
  • 34. Takeaway: Email is a powerful tool to offer your potential customers valuable information and offers directly. In fact, consumers have grown to expect it! Use email to send enjoyable holiday content, product coupons, or last minute special deals to your network. But don’t abuse the technology – be smart about what you send. Making marketing people love is crucial year-round, but especially important during the holidays.
  • 35. The Anatomy of a Five-Star Email Free Download
  • 37. 64% of shoppers have bought a product because of something they’ve seen on Twitter SOURCE: CMO.COM
  • 38. 30% of Twitter users tweet about holiday shopping before October SOURCE: CMO.COM
  • 39. 64.8% of consumers will turn to social media sites to find the perfect gift SOURCE: CROWDTAP
  • 40. 24.8% of consumers trust peer recommendations on Facebook and Twitter when deciding to purchase a holiday gift SHOP.ORG That’s more than banner ads, magazine ads, TV commercials combined SOURCE: CROWDTAP
  • 41. On Pinterest, revenue per visit is up by 150% SOURCE: CMO.COM
  • 42. 67% of consumers would be likely to share a digital coupon on Facebook during the holidays 63.4% would be likely to share a link to a holiday contest SOURCE: CROWDTAP
  • 43. 49% of marketers plan to include social sharing tools & buttons from their website (up from 36% in 2012) SOURCE: EXPERIAN
  • 44. 53.9% of shoppers will use social media while shopping in-store, and 38.4% will tweet about promotional offers, deals, and finds SOURCE: CROWDTAP
  • 45. SOURCES: CMO.COM AND GOOGLE 2013 HOLIDAY SHOPPER INTENTIONS STUDY
  • 46. Takeaway: People and businesses are using social tools for product suggestions and reviews, both from their friends and from the vendors themselves. That means you need to share your best content on social, as well as have your content easy to share by others. Also, consider how you can use social channels to collect and promote reviews and ratings from your best customers. Finally, have a visual product? You never know, Pinterest may become your best performing channel!
  • 48.
  • 49. 39% of shoppers hear about the best holiday deals by visiting a company’s website directly SOURCE: MONETATE
  • 50. 41% of consumers visited a retailer’s site directly to learn more about Cyber Monday deals in 2012 SOURCE: BIZRATE INSIGHTS
  • 51. 92% of holiday shoppers will go online to research and/or purchase gifts this season SOURCE: CMO.COM
  • 52. 39% of marketers plan to incorporate ratings & reviews into their customers’ holiday shopping experience SOURCE: EXPERIAN
  • 53. Compared to 2012, consumers are viewing an average of 35% more pages on retail websites SOURCE: INTERNET RETAILER
  • 56. Nearly 40% of retailers will use free shipping offers on their website to entice customers to shop online this holiday season SOURCE: STEELHOUSE
  • 57. yet, less than 1/2 of retailers will use homepage messaging to get the word out about in-store offers SOURCE: SHOP.ORG
  • 58. But for the 2012 season, marketers used fewer site-wide promotions in favor of Personalized Discounts SOURCE: SHOP.ORG
  • 59. Online holiday sales will reach $82 billion in 2013, up 15% over 2012 SOURCE: NATIONAL RETAIL FOUNDATION
  • 60. Takeaway: Don’t forget the value of a true-blue, user-friendly website. Use your homepage to promote your best performing marketing materials, whether it be coupons, a specific CTA, or a piece of content. Use that real estate to your advantage. Another key piece of your website is, of course, your blog! Are you creating blog content that tees up the promotion of your products and services? You should! And of course, just like we mentioned before, make sure you have a mobile version of your websites so your best customers can research your products from anywhere.
  • 62. Checklist: Mobile & Search q  Make sure your website is mobile-optimized q  Check that your emails are easy to read and buttons are clickable on a mobile phone q  Consider creating a mobile app to support your marketing q  Check that your product pages come up in search, or optimize those pages if they don’t Plan ahead with the On-Page SEO Template: Free Download
  • 63. Checklist: Email q  Plan your holiday email calendar q  Decide what offers you will send via email, like coupons or special deals q  Make sure your emails link to an optimized, mobile-friendly page on your website q  Have a plan and tool in place to measure your emails effectiveness Craft the perfect email with the Anatomy of a Five-Star Email: Free Download
  • 64. Checklist: Social q  Share your best content throughout your social accounts q  Have a plan to monitor social engagement while taking any holiday vacation q  Showcase customer reviews via social channels q  Consider experimenting with product visuals on Pinterest q  Make sure all your content and product info is easy to share Use visuals on social media with 250 Holiday Stock Photos: Free Download
  • 65. Checklist: Website & Blog q  Use some of your homepage real-estate to promote your best offers and CTAs q  Keep visitors up-to-date with deals on your website q  Use your blog to write great content that tees up product promotion q  Work with guest bloggers for third party reviews Create remarkable content with 5 Blog Post Templates: Free Download