47 Stats
for Remarkable
Holiday Marketing
in 2014

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 2014
State of Online
Holiday Shopping

Online holiday retail is
expected to grow from
263 billion in 2013
to 414 billion in 2018
SOURCE: FORRESTER RESEARCH

45%
of consumers
say that they
plan to shop
online this
holiday season
SOURCE: DELOITTE

49%
of marketers have created and launched a
holiday campaign before Halloween this year
SOURCE: STEELHOUSE

In 2013,
131 million
consumers shopped online
on Cyber Monday, up from
129 million in 2012.
SOURCE: EXPERIAN

1-in-3 retailers dedicates 31 to 50%
of their total 2014
online marketing budgets
to holiday efforts
SOURCE: SHOP.ORG

People who shop both in
person & online spend
SOURCE: DELOITTE
66%
more than those who
only go to stores

SOURCE:DELOITTE

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

52%
of tablet owners prefer
to shop on their tablets
SOURCE:
SELZ.COM

46%
of site traffic and over
20%
of sales will be attributed to
mobile users in 2014
SOURCE: CMO.COM

SOURCE: IPSOS MEDIACT/GOOGLE

72%
of millennials research online
before heading to the brick-and-mortar
SOURCE: CMO.COM
stores

70% of brands are allocating
more than half of their
marketing budgets to
search and social this
holiday season
SOURCE: KENSHOO.COM
Over

Mobile-optimized sites
saw revenue grow 168%
from March to May 2014
SOURCE: FIERCERETAIL.COM

SOURCE: THINK WITH GOOGLE

1 in 4
shoppers uses their phone to
search product-related YouTube
videos while shopping in-store
SOURCE: THINK WITH GOOGLE

e-retailers spent 50% of their marketing
budget on paid search in 2013.
SOURCE: FORRESTER RESEARCH, INC
& SHOP.ORG
One in five

SOURCE: SHOP.ORG
Cyber Monday 2013,
$1.9 million
was generated by
e-commerce sales on
tablets

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-the-go!
Mobile content consumption is growing rapidly, and being
unprepared could cause your marketing to take a big hit.

Email

65%
of emails are opened
and read on a mobile
device
SOURCE: MOVABLE INK

27%
of total mobile sales
come from shoppers
clicking though a
brand’s email — a
higher percentage than
from social media
SOURCE: CUSTORA

SOURCE: BLUEHORNET
7 out of 10
shoppers prefer that
brands reach out to
them via email over
other channels

91%
of brands are using email in their
holiday marketing efforts in 2014
SOURCE: EXPERIAN

80%
of online shoppers and
71%
of in-store shoppers say
email offers influence
them to buy
SOURCE: MAINSTREET HOST

72%
of emails that mention
free shipping are
more effective than
those that don’t
SOURCE: EXPERIAN

This year, 60% and 58%
of marketers have increased spending on
marketing automation and email marketing,
respectively
SOURCE: SALESFORCE MARKETING CLOUD

Over half
of brands use email as their
#1 marketing channel during
the holidays
SOURCE: MAINSTREET HOST

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.

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

67%
of consumers said they
would be likely to share a
digital coupon via their
Facebook profiles this
holiday season
SHOP.ORG
SOURCE: MAINSTREET HOST

$92.51:
The average amount
that Pinterest-referred
customers purchase
online, versus
Facebook’s $52.30.
(But Facebook boasts a 3.5x
higher conversion rate.)
SOURCE: INTERNETRETAILER.COM
& THOUGHTWIRE MEDIA

The opportunity to market on social
this season is astounding. There are: 1.32 billion users on Facebook
271 million on Twitter
150 million on Instagram SOURCE: OFFERPOP

73%
of marketers think Instagram
is the breakout social media
platform of 2014
SOURCE: OFFERPOP

62%
of shoppers will be tweeting
about purchases they make in
preparation for the holidays
SOURCE: TWITTER

SOURCES: CMO.COM AND GOOGLE 2013 HOLIDAY SHOPPER INTENTIONS

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!

39%
of shoppers hear about
the best holiday deals by
visiting a company’s
website directly
SOURCE: MONETATE

In 2013, shoppers referenced 12 different sources of information online
before making a purchase — up
from only 5 in 2010.
SOURCE: INVESP

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
48%
of shoppers are always or
frequently influenced by
online ratings and
reviews
SOURCE: EXPERIAN & INVESP

On Black Friday 2013,
page views per
minute were up 23%
from 2012 — that’s 9.1
million views every 60
seconds.
SOURCE: INTERNET RETAILER

SOURCE: SHOP.ORG

SOURCE: INTERNET RETAILER

59%
of global retailers will use
cross-channel marketing to
advertise this holiday season…
SOURCE: EXPERIAN

…But 71%
of North Americans will
be using cross-channel
marketing
SOURCE: EXPERIAN
53%
of them will integrate
across at least four
different channels

85%
of shoppers are
more likely to shop from
brands that offer highly
personalized
discounts.
SOURCE: SALESFORCE MARKETING CLOUD

Online holiday sales are
expected to reach
$105 billion
in 2014, up at least 8%
from last year.
SOURCE: NATIONAL RETAIL

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.

Happy Holidays!
from your friends at