Merry Christmas, retailers, from your friends at Google. Referencing various surveys, the Google people say that online retail sales in the United States this year should reach $32 billion, up 18 percent from last year. Supposedly, 114 million people will buy gifts online this year, spending more, on average, than ever before.
More than one third probably will order after ground shipping cut-off dates. And, 35-percent of online shoppers expect to start their holiday buying spree by Halloween.
As for online retailers, most intend to offer free holiday shipping this season (both with and without conditions), and almost all online merchants surveyed expect to invest in search engine marketing this year.
What this means for smart retailers, Google says, is that they should be ready both for early shoppers and last-minute buyers: “Don’t miss out on the huge opportunity to capture sales at the beginning or end of the holiday rush.”
Tomorrow in Retail Strategies, we’ll hear some more advice from Google’s winter Adwords Industry Insight newsletter.
Surveys used by Google came from shop.org, BizRate, Jupiter Research and Allurent