DigiKnow: Social Media and Mobile Impact Christmas Shopping

by Katie Popowski | Digital Strategist on October 26, 2012

in DigiKnow, Online Marketing, Retail, Social Media

Cat in the Christmas HatAs I’m writing this week’s edition of DigiKnow the first winter flakes are hitting the pavement of the L&S parking lot and mother-nature is providing us a friendly reminder that winter is right around the corner.

Much of the reason I look forward to this day, the first snow fall, is because I then convince myself it is appropriate to listen to my favorite holiday tunes and start planning for the festivities ahead. Yes, many of you may think my excitement for all the holiday goodness is premature, but I don’t care :) and that is why this week’s post is, yes…. CHRISTMAS THEMED!



1. Where are you finding your Christmas gift ideas –  Pinterest or Facebook?
Research shows that Pinterest is most popular amongst online shoppers.

A recent study conducted by BizRate Insights shows that Facebook has some catching up to do with its competitor Pinterest when it comes Reasons for using Pinterest and aAcebookto inspiring and motivating online purchases for brands.  The most telling statistic from the study’s findings is that 70% of online consumers go to Pinterest “to get inspiration on what to buy”, while only 17% visit Facebook for that same reason. Facebook has realized this phenomenon and has recently launched a test feature for a few select brands like Pottery Barn and Victoria’s Secret. The “Collections” feature is similar to Pinterest in that you can “collect” or “want” items from favorite brands. These items are then saved to a user’s “Wishlist” on their Facebook timeline.

What does this mean for online brands? Get Pinning! Or start pushing out your products on Facebook as the new “collections” feature gains popularity. It’s no new news that brands need to be on social media, but with so many people looking to the web for shopping and planning inspiration brands need to fully engage with followers across all platforms and give them what they want.

2. Are Santa’s elves moving to Mobile?
A recent study indicates that the number of mobile holiday purchases is on the rise.

Mobile Activities - US Online Shoppers will conduct on their smartphones before visiting a store this yearA 2012 survey conducted by the e-tailing group and MarketLive indicates that mobile usage for holiday shoppers will continue to increase this year. It is predicted that mobile purchases among online shoppers will nearly double that of last year, 21% of online shoppers plan to make a purchase from a mobile device this holiday season. Many shoppers utilize mobile devices to comparison shop. The online shopping environment has empowered consumers to find the best deal and comparison shop both online and in the stores.

The importance of mobile optimized sites is critical for all brands, especially those in the ecommerce arena. Customers want easy to navigate mobile friendly websites. If consumers can’t find what they are looking for they will go elsewhere, and that can mean loss of business and potential clients.




3. Consumers are Researching and Spending More!
Consumers are ready for the 2012 holiday shopping season and willing to spend more.

top gift selections for 2012 holiday seasonPriceGrabber has released their first holiday shopping forecast for 2012. 12% of consumers plan to spend more than they did in 2011 and 50% plan to spend the same amount they did in 2011 which is up 2% from last year. Not only are consumers expected to spend more this holiday season, but it also anticipated that 53% of holiday shopping will start searching for their gifts earlier this year.

71% of survey respondents indicated that they would spend anywhere between 3 and 10 hours researching their purchases. What are the items on the top of consumers list this year?

4. Holiday Media Forecast: Tablet Ad Spending Up
This holiday season is predicted to be the first time tablet ad spending surpasses mobile

The holidays are a busy time for advertisers and this year may mark the highest level of tablet ad spending in history. According to M&C Saatchi CEO James Hilton, “This medium blends the best of TV with the best of interactivity. Virtually all brands have seen the benefits of larger screens to engage and be more creative.” Brands that utilize tablet optimized campaigns see higher conversion rates than that of handheld mobile efforts. M&C Saatchi’s forecast predicts that with the increase of tablet users and the debut of the Ipad Mini, these trends will continue to exist and brands will start integrating tablet targeted efforts into their mobile ad spends. Brands must continue to react to the changing demands of its consumers and optimize their efforts and websites for tablet users.


{ 1 comment… read it below or add one }

Tara A October 29, 2012 at 7:58 am

Of course you would use a picture of a cat … Clearly to grab reader attention and not for personal gratification :)

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