In my last blog "How To Break Through Holiday Marketing Clutter"
I promised, that I saved the best for last in this three part blog about
holiday retail marketing. Below are critical holiday shopping days
that retailers need to cash in on, coupled with sales data from last
year. This powerful information will help you finalize your holiday
Thanksgiving Weekend Sales 2011
In-store sales were $11.4 billion in 2011, which was nearly 7% higher
than the year before. Online spending on Black Friday was $816
million, which was 26% higher than 2010.
Many retailers got a jump on Black Friday and were open on
Thanksgiving Day. These smart retailers raked in $479 million in
revenue. According to the National Retail Federation, 24% of Black
Friday shoppers were at a store by midnight.
Tip: Thanksgiving weekend is, by far, the most competitive weekend
for retailers. Give customers a reason to make your store a must shop
Cyber Monday Sales
In December 2011, Cyber Monday went down in history as the highest
online sales for a single day: $1.25 billion, which was a 22% increase
Tip: Create a marketing trifecta by using email, mobile, and social media
to promote your Cyber Monday online shopping. Include free shipping
and watch your online sales soar.
Free Shipping Day
December 17th was National Free Shipping Day. In the height of
the season, free shipping is the #1 reason why shoppers complete
their online transactions. During the busiest e-retailing week in
history, $5.5 billion in merchandise was sold online—a 14% increase
Tip: Pre-promote your free shipping day on your website. Use
mobile and email marketing to increase online traffic.
Tip: Sprinkle gift cards throughout your stores and have your
employee’s upsell your customers by offering a gift card during
check out. Provide free shipping on gift card purchases for your
Twenty percent of consumers have not begun their holiday
shopping prior to December 22nd this represents 23.1 million
American consumers. Customers who plan on shopping on
Christmas Eve include 18% of all men and 19% of all women.
Tip: These customers need a Holiday hero they have waited until
the last minute and are feeling overwhelmed. It is important that your
sales associates come to the rescue of these shoppers and take the
guesswork out of their gift-giving frustrations.
This was my early Christmas (Hanukah) gift to all of my retail
you plan a record breaking holiday season.
Sources: moneyland.com, ICSC-Goldman Sachs survey, ShopperTrak research,
BMO Capital Markets Responsys, comscore,