How Retailers Can Use Paid Social for the Holidays
eMarketer estimates that US holiday retail sales in November and December 2015 will increase 5.7% year-over-year to $885.7 billion. This is an update to the initial forecast of 3.2% growth from earlier in the year.
E-commerce will play an increasingly important role during the holidays and account for 9.0% of all retail sales, up from 8.3% in 2014. Mobile will contribute to this growth as consumers become more comfortable making purchases on their smartphones: m-commerce sales are predicted to surge 32.2% this year.
During the holiday shopping season, many consumers rely on autonomous marketing platforms like Facebook, Instagram, Pinterest and Twitter. According to a Market Track survey:
- 36% plan to look for discounts
- 32% research gift ideas
- 12% watch product videos
- 9% plan to purchase directly from social media
Advertisers are working hard to use social to bridge the gap between branding and direct response campaigns. For instance, now brands can link directly to product pages on Instagram or serve Buyable Pins on Pinterest. This holiday season, advertisers should take full advantage of paid social to close the loop with consumers.
For tips on how to reach consumers and drive conversions in the build-up to the holidays, during the key sales period, and throughout December, download the quick guide to social advertising in the holiday season.