2007 E-commerce Holiday Sales - Up 19%
comScore, Inc. says that online holiday sales in the U.S. set a new record, nearly $28 billion dollars, $5+ billion more in sales than this time last year. This number was derived from reported sales numbers for November 1 to December 27, 2007.
E-commerce Best Sales Strategies
The two best strategies used to boost holiday sales were discounting and free shipping for holiday shipments.
Some manufacturers allowed discounting of their new products this year. Buy.com benefited with strong sales of Microsoft’s Zune players. Jeff Wiscot, their V.P. of Marketing, reported that discounts drove the sales this past holiday.
Free shipping was applied in differing forms and for different durations. We observed: free shipping on every ground delivery and only charging the excess fee for expedited; spend â€œxâ€ amount and shipping was free; and free shipping on every order.
Most free shipping offers expired December 19th, the last possible date to get a ground package delivered before Christmas. L.L. Bean offered free shipping from September to Friday, December 21st. According to their manager of public affairs, Carolyn Beem, this strategy paid off.
Sales Growth Rate
Though e-commerce generated $5 billion more in sales this past season, the growth rate is slowing. To attain success in 2008, online sellers will need to carefully plan; identifying and implementing strategies that work. This includes developing sales techniques, updating site optimization, and improving the customer purchasing experience on their website.
Filed under: February 2008