The busiest retail season of the year is upon us, and it’s shaping up to be a good one. Researcher eMarketer is predicting strong holiday shopping sales, with November and December receipts totaling $885.7 billion, up 5.7 percent from last year. That’s the steepest year-over-year growth since 2011.
Brick-and-mortar stores still account for the vast majority of retail sales, but as we’ve seen every year, ecommerce will represent a larger portion, reaching nine percent this holiday season, according to eMarketer. Mobile’s share of ecommerce sales likewise will rise, with consumers’ greater comfort not just shopping but also buying on their smartphones the key driver of m-commerce growth.
With mobile devices playing a central role in consumers’ path to purchase, including in-store shopping that often results in a in-store conversion, location, context, intent, and personalization will be at a premium for retailers this holiday season. Merchants need to be ready to respond to consumers in real time and prepared to update their holiday marketing on the fly.
Street Fight Insights’ upcoming November 18 webinar, in conjunction with Brandify, can help local business owners and their marketing and technology partners get ready for the tide of online and foot traffic. Courtesy of data from Dr. Phil Hendrix, founder of research firm immr, it will provide new insights into holiday shopping behavior, advice on how to leverage a range of touchpoints to drive consumers into brick-and-mortar stores, tips on how to intersect and engage consumers at key stages of their journey, and strategies for responding to consumer behavior in real time. Attendees also will get a checklist for evaluating the effectiveness of their current marketing campaigns. Best of all, it’s free to attend!
Our dedicated signup page can be found here. Don’t miss out on key insights that can help make your holiday season a success.
Noah Elkin is Street Fight’s managing editor.