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The eHolidays Are Coming
By: Kaitlin T. Gallucci
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The consumers have spoken, again — this time to Shop.org in its annual eHoliday Study, and retailers are chiming in as well. The survey was conducted by BIGresearch from late September through early October, polling 1,685 consumers and 51 online retailers. Have you begun holiday marketing yet?
What are retailers preparing this year? Over 90% of online retailers plan on offering free shipping at some point. Coincidentally, 36.3% of consumers said they will spend more online this season if shipping is free. Free shipping is great, but there are a few things that are more important, according to consumers:
Seeing the shopping cart total before check-out. This is consumers’ top preference; fairly easy to implement, shoppers will appreciate the convenience and transparency.
Having product in stock and available to ship immediately. Again, consumers choose to shop online for convenience, and the inability to fulfill an order is a major pain point. Low-stock and shipping guidelines should be readily available so consumers aren’t disappointed at check-out.
Value. Getting a good deal is a priority for holiday shoppers, as we also saw in the National Retail Federation’s Holiday Consumer Intentions and Action survey — “customers are more focused than ever on value.”
It’s now November. Halloween decorations have been discarded and Starbucks has officially released its red cups. What is your brand doing to optimize holiday marketing — and the customer experience — this season?

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About the Author
Kaitlin T. Gallucci is a New York based direct and digital marketing strategist. She tweets here.
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