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Happy Halloween! Don’t Let the Scares Continue after the Holiday

Nate Antetomaso

By Nate Antetomaso , Project Manager

October 31, 2018

Ecommerce Consumers

Happy Halloween! While the ghouls and ghosts are out trick-or-treating today, any forward-thinking ecommerce brand is looking past the candy and costumes to the truly scary time ahead: holiday shopping season. While the holidays provide a great opportunity for brands to increase sales to eager consumers, they can also be daunting. We recently outlined our full Ecommerce Holiday Prep Guide, but to keep with the spooky vibes of this week, let’s review some scary truths of the holiday season for ecommerce brands.

We’d be remiss not to start with Black Friday. While traditional wisdom conjures up images of midnight lines outside of department stores, Black Friday has followed the greater trends of the industry and has increasingly become an online-focused event. Ecommerce retailers should be adequately prepared, as last year U.S. retailers raked in a record $7.9 billion in online sales on Black Friday and Thanksgiving. This number was up 17.9 percent from 2016, and a similar increase is expected for this year. To up the stakes even more, brands need to ensure their experiences are completely optimized for phones, as 40% of sales were made on mobile devices.

In addition to the terrifying importance of the actual shopping experience, keeping the consumer engaged is just as crucial. Specifically, utilizing abandoned cart or other triggered emails help capture casual browsers and others who have ghosted before completing a purchase. When holiday shopping, the number of these casual shoppers may be higher than ever. Last year, 66% of retailers didn’t try and claw back the abandoned cart. When accounting for the fact that 60% of shoppers returned to make a purchase within twenty-four hours of receiving personalized emails after abandoning their shopping carts, it is abundantly clear that using retention strategies can have a measurable impact on the bottom line.

Finally, another frightening thought is the innovation coming to the industry. Change can be scary, and new technologies like voice and AR are daunting for ecommerce brands. This holiday, it is predicted that voice shopping will account for 3% of all sales. While this is a small number for now, it showcases the importance of adopting emerging technologies in the ecommerce space.

So, as the year rolls on, it’s important to adequately plan ahead to avoid the terrors of Halloween ruining your winter holiday shopping season. How is your ecommerce brand preparing?

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