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Holiday online shopping 09 update

Posted by Michael Bloch in ecommerce (Sunday December 13, 2009 )

For the holiday season to December 8, nearly $16 billion has been spent online.

According to comScore, this represents a 3-percent increase versus the corresponding days last year.

The week ending December 6 saw $4.6 billion in online holiday shopping, more than any week in 2008 but still below two records set in 2007.

$887 million was spent on Cyber Monday, but this was followed by the week ending with negative growth rates during the weekend compared to last year.

In comScore’s most recent weekly holiday survey, people were asked about their online shopping habits in relation to social media.

Conducted on Dec. 4-7, 2009, 28 percent of respondents who have already made inroads on their holiday shopping this season indicated that social media has influenced their purchases.

Regarding the different types of social media and their impact on influencing purchases:

– A consumer-generated product – 13 percent
– Expert product review – 11 percent
– Facebook fan page – 7 percent
– Friend’s Facebook status – 6 percent
– Company Twitter account – 5 percent
– Friend’s “Tweet” – 3 percent

5% is a pretty darned good result for a company-issued tweet given the age of the Twitter service and particularly since maintaining a Twitter account doesn’t have to be time intensive. I only spend a few minutes a day tweeting and it’s certainly generated benefits in terms of traffic.

If you haven’t yet set up a Twitter account, it’s by no means too late to do so! Do it today or tomorrow, let your list know you’ll be posting a special offer via Twitter, and watch your follower numbers (and hopefully sales) grow.

Tweeting shouldn’t be all about sell, sell, sell though. While some companies approach it that way, others also place a special focus about communicating with their followers – even just general chit chat.

I prefer to post items of interest such as news stories and articles that take people to the site I’m working with and *then* the selling begins. However, it certainly doesn’t hurt to inject a shameless self promotion occasionally, particularly one that provides a benefit to the reader, such as a coupon discount.


Beginner’s guide to using Twitter as a marketing tool.
Coupon marketing


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