The holiday shopping season does not end after Cyber Monday! Consumers are spending on gifts up until the last minute, and affluent consumers are spending the most. Here are some useful facts about reaching this audience

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ays o
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Rev enue
Where Influence Meets Affluence™

2. Reports Indicate a Holly Jolly Shopping Season*
• Strong online holiday sales will push annual ecommerce
sales to $195 billion for full-year 2011, up 16.5% over 2010.
• Online holiday sales will represent 23.9% of online retail
sales in 2011, underlining the importance that November &
December have on annual revenues.
US retail ecommerce Cyber Monday’s record-
holiday sales will rise 16.8% setting $1.25 billion
—more than 5x as fast as shopping day is a
total retail industry growth— significant indicator of a
to $46.7 billion in 2011, up larger trend: a global
from $39.9 billion in 2010 increase in online
spending.
*eMarketer, Holiday Sales Forecast 2011
Where Influence Meets Affluence™

3. Cater to Last Minute Shoppers
The holiday season does not end after Cyber Monday!
Many holiday shoppers will be waiting last minute to
purchase gifts as they hold out for deals or make sure
they have enough discretionary income.
Remember, even a week before the holiday is not too
late to reach a potential customer.
Keep in mind the December dates that saw the biggest online holiday spend the past few years*:
2006 2007 2008 2009 2010
Wednesday Monday Tuesday Tuesday Monday
DEC DEC DEC DEC DEC
13 10 9 15 13
$666.9 million $881 million $887 million $913 million $954 million
*comScore Holiday Spending
Where Influence Meets Affluence™

4. Cater to Affluent Shoppers*
• Affluent consumers are planning to spend close to $1,850
during the 2011 holiday season - an increase of 2% over
2010 and 5% over 2009 - with $1,100 earmarked for gifts for
family, friends and other loved ones.
• While consumers on average plan to spend close to $630 on
holiday gifts, affluent consumers plan for spend 75% more.
General Pop
Affluent Consumers Planned Spending for 2011 Holiday Season
$112
$742 $376 $156 $153 $94
Co- $102 $63 $53
Family Gifts Candy Gifts for Other
Friends worker Decor Flowers Cards
Gifts for Self & Food Gifts
Gifts
*Forbes Insights & BIGResearch, 11/11
Where Influence Meets Affluence™

5. Big-Ticket Items Top the Affluent Holiday Wish List*
• Affluent shoppers are much more likely to plan on
purchasing big-ticket items, however 90% admitted to going
out of their way to find the best price.
• Their own purchasing intent has increased dramatically
year-over-year.
General Pop
Items That Are More Likely to be on the Wish List of the Affluent Shopper
+230% +112% +97% +74% +42% +21%
+260% +110% +56%
Satellite DVD Game Wireless Satellite Digital
Mobile TV
DVR
System Plan HDTV Radio Camera
Player
*Office Pulse research, 12/11
Where Influence Meets Affluence™

6. Engage Affluents Where they Are Most Engaged
Affluents are not only active shoppers, they also have very active work and personal lives. This
requires careful media planning that includes non-traditional communications such as new
media channels that cater to their passions and hobbies.
Travel &
Style & Design
Leisure
News & Sports &
Finance
Recreation
B2B
Autos & Tech
Food & Wine
Art & Culture
Martini Media leverages an array of solutions to reach affluent consumers where they are highly
engaged. By judiciously targeting consumers in the long tail, Martini Media creates a unique
opportunity to generate mass impact by mobilizing the core influencer groups that set everyone
else in motion.
Where Influence Meets Affluence™

7. Understand Holiday Shopping Behavior
During the holidays men are likely shopping
for jewelry and handbags and women are
purchasing items like electronics and tools.
Besides Scrooge, everyone is looking for the
perfect gift. Therefore, it makes sense to
modify your usual segmentation and
targeting strategies to account for this. Think
about categorizing content/merchandise as
'Gifts for Her,' 'Gifts for Dad,' etc.
Where Influence Meets Affluence™

8. Get In the Holiday Spirit – Creatively
The task of reaching this audience is complicated by the fact that they are the least susceptible to simple
advertising messages. Instead, they are most likely to respond when their curiosity is aroused by ingenious
creative and the message is delivered within a relevant platform or environment.
Martini Media offers high impact creative opportunities
like site skins that are quick, easy and cost effective to
implement.
Where Influence Meets Affluence™

9. Get In the Holiday Spirit – Creatively
The task of reaching this audience is complicated by the fact that they are the least susceptible to simple
advertising messages. Instead, they are most likely to respond when their curiosity is aroused by ingenious
creative and the message is delivered within a relevant platform or environment.
Martini Media offers high impact creative opportunities
like road blocks that provide 100% SOV. These creatives
can be pushed live rather quickly.
Where Influence Meets Affluence™

10. Offer Free Shipping
A favorite offer for all marketers, free
shipping has long been relied upon to fuel
online sales, especially around the holidays.
Now it is mandatory. If you are not playing
the free shipping card, you have already
seen many of your online sales diverted to
brick and mortar alternatives or to other
sites that are shipping for free. Offer free
shipping now, and continue to use it liberally
throughout 2012.
Where Influence Meets Affluence™

11. Unwrap Holiday Sales with Martini Media
• Martini Media reaches the consumers that are 2x
more likely to buy and spend 3x more when they do
• High impact solutions can be implemented quickly,
with little work on your end to launch last-minute
holiday campaigns 1-877-871-7396
• Reach over 90MM consumers across 1000+ sites www.martinimediainc.com
where they are highly engaged
Join the Conversation
• We’ll do the work and you’ll see the rewards
Where Influence Meets Affluence™