Email and Social Habits of Holiday Shoppers

Email marketing software provider Yesmail Interactive conducted an interesting study, combining a consumer survey on general and holiday shopping habits with analysis of the digital marketing campaigns (email and social) of 20 of the top ecommerce brands in the US.

Over 500 consumers were surveyed for Consumer Online Behavior Report: Developing Informed Digital Marketing Strategies for Holiday Success about general shopping habits and holiday-specific ones. Ecommerce brands studied include traditional retail like Amazon, Apple, Best Buy, Crate and Barrel, Dell, JC Penney, Macy’s, Nordstrom, Sears and Walmart, and telecoms Sprint, T-Mobile and Verizon.

The following are Tweetable findings from the report:

• 7 of 10 surveyed report they will spend the same or more this holiday season versus 2011 

• More than 41% of mobile device owners have purchased in response to a email promotion viewed on mobile 

• 1/3 of top ecommerce brand emails linked to a non-mobile optimized landing page

• Only 8% of Facebook and 4% of Twitter campaigns included discounts and offers, though consumer survey found social media promos drove 34% of shoppers to make a purchase 

• Almost 40% of online shoppers prefer to buy online between 6 and 10pm, only 5% of email campaigns delivered in peak hours 

• Almost 60% of consumers prefer to interact with brands on social media between 6pm and 2am but >60% of social marketing posted 10am-6pm CST 

• 80% of online shoppers and 71% of in-store shoppers say email offers influence them to buy 

• 62% of consumers have used a mobile device to compare web prices while in store 

• Nearly 80% of in-store shoppers prefer to purchase on the weekend vs 31% of online shoppers 

• Almost 1/2 consumers prefer to make purchases online Mon-Wed 

• 1/5 consumers plan to begin holiday shopping at least 3mos before Black Friday 

So what?

Adjusting digital marketing strategies to current consumer trends (rather than historical data) is important. This study highlights the need for mobile optimized campaigns, and the importance of campaign delivery timing. While interesting, remember that averages are just that – depending on your business (and customer demographics and psychographics), your optimal times for email and social posting may vary. Why not test timing in the run up to the holiday rush?