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12 Digital Marketing Stats to get you ready for the 2016 Holiday Push

Oct 17, 2016
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12_DIGITAL_MARKETING_STATS.pngAs the 4th quarter is well underway, many businesses are gearing up for a final push into the holiday shopping season to give their end of the year revenue a boost. For many, it’s the 4th quarter that either makes or breaks the year. 2016 has had its share of economic ups and downs and the fast approaching US election leaves many feeling uncertain of what’s to come. While we could do our best to predict the future, I’m sure we would be way off. Instead, let’s take a look back at some impressive stats from 2015 to get us pumped up for the holiday push.
 

Digital marketing has changed the way the world does business. Today’s consumers have access to products and services anytime and anywhere. What’s made this form of communication even more powerful is that it gives smaller businesses the ability to reach a larger audience. Digital marketing has really transformed the 4th quarter power shopping day “Black Friday” and even helped create a new shopping day called “Cyber Monday.” Instead of buying ads in the paper, businesses can now use digital media to attract and convert leads for a fraction of the cost. Check out the infographic below to see how digital media help business in 2015 have a record breaking holiday sales season. 

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Here are the stats: 

  • The 2015 holiday shopping season (Nov. 1 – Dec. 31) was a strong one for US e-commerce retailers with revenue up 12.1% over the same period in 2014.  (Source: Custora)

  • E-commerce revenue was up 16.2% on Cyber Monday 2015 compared to Cyber Monday 2014, making it the biggest day in US online shopping history.  (Source: Custora)

  • For the full 2015 holiday weekend (Thanksgiving day through Cyber Monday), revenue growth over 2014 came in strong at 16.4%.  (Source:Custora)

  • A total of 30.4% of online sales were placed on mobile (phones and tablets) during the 2015 holiday shopping season (Nov. 1 – Dec. 31), up from 25.9% of sales in 2014.  (Source: Custora)

  • The share of transactions made on mobile phones during the 2015 holiday shopping season (Nov. 1 – Dec. 31) climbed from 14% in 2014 up to nearly 19.9%% in 2015.  (Source: Custora)

  • Apple continued to rule the mobile shopping game with 76.9% of orders placed on iOS devices during the 2015 holiday shopping season.  (Source:Custora)

  • Consumers using Android devices accounted for 22.7% of online transactions over the 2015 holiday shopping season, up slightly from 20.7% in 2014. (Source: Custora)

  • Search ruled holiday shopping in 2015, claiming a combined total of 39.2% of orders: organic (free) search with 21.5% and paid search with 17.7%. (Source: Custora)

  • E-mail marketing was the leading channel behind search, driving an impressive 20% of online sales during the 2015 holiday shopping season (Nov. 1 – Dec. 31).  (Source: Custora)

  • Social media (Facebook, Twitter, and Pinterest, etc.) drove only 1.8% of sales during the 2015 holiday shopping season, down slightly from 1.9% of sales in 2014. (Source: Custora)

  • Black Friday was “Mobile Friday,” with mobile accounting for 36.1% of orders, up from 30.3% of orders on Black Friday 2014.  (Source: Custora)

  • The share of orders placed on desktop computers over the 2015 holiday shopping season dropped from 74.2% in 2014 to 69% in 2015.(Source: Custora)
 
The holiday push is fast approaching so now is the time to start planning. Just going out there and “winging it” won’t produce these results. Old Ben Franklin is still right, “If you fail to plan, you are planning to fail!” Know your audience, build a strategy around their needs and pain points and execute that strategy to perfection. In closing, I do have one plea… don’t put Christmas stuff out before Halloween and if you can, wait until after Thanksgiving. Respecting the holidays is something very few businesses do but much of the consuming public really misses (especially me). Have a great “Q4” and good luck this Holiday Season. 
 
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Ryan Shelley, CPBI

By Ryan Shelley, CPBI

Ryan is passionate about helping companies make a more personal connection online with their customers and prospects. He is a regular contributor to Search Engine Land, the largest and most popular SEO news site on the web. His works have also been featured on the HubSpot Blog, Business2Community and by LinkedIn Marketing Solutions.

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