Online Shopping Hits Record Levels
by Tom Wozniak – Director of Marketing
The numbers are still being reported, but early indicators predict that the holiday weekend and Cyber Monday generated record levels of online shopping. According to Comscore, Cyber Monday was expected to generate over $900 million in sales (up from $846 million last year) making it the biggest day for online retail sales ever. This comes on top of the reported $595 million that was spend online on Black Friday. Not surprisingly, the numbers also seem to indicate that shoppers were in serious bargain hunting mode, spending about 14% less per total sales ticket than last year (according to Coremetrics, Inc.). Although, another story mentions that average order value actually went up for many retailers. Regardless, it remains to be seen how profitable all these record sales will be for online retailers, as the focus on bargains has likely cut into margins.
From an affiliate marketing standpoint, the sales numbers are certainly encouraging. More and more shoppers are finding their way online, with growing numbers making use of price comparison sites and mobile apps to find the best deals. This represents a great opportunity for affiliates to drive revenue during the holiday season. As you look for new offers and think about designing new creatives this month, keep a few key things in mind.
Consumers are on the hunt for deals. It seems as if just about every story on shoppers’ behavior this season mentions that consumers are focused on getting the most for their money this year. Take this into consideration as you select new offers and think about new marketing programs. How can you tap into this deal driven mindset?
The economy is still very much on peoples’ minds. Even with the record sales numbers, the overall economy is still likely to play a significant role in shaping consumer shopping behavior. Consider ways to provide benefits to consumers who are burdened with worry about their job security, income, and overall financial stability. Is there a way you can tap into these concerns with your offers and creatives?
Online shoppers will be inundated with offers. Retailers and other marketers are likely going to be stepping up their efforts to grab consumers’ attention and hopefully their holiday dollars. That means the already intense volume of marketing messages will only increase. How can you get your message noticed amidst all the noise? Can you help consumers cut through the clutter to find the offers that most interest them?
As always, the key is to get creative. There is nothing wrong with looking at what other successful marketers are doing – in fact you should use these campaigns as inspiration. Mimicking other marketers’ success will only get you so far, if you don’t put your own spin on it.
