For eCommerce retailers and those with robust digital capabilities, Holiday 2020 can be a success. Holiday sales are expected to increase 3-4% and retail e-commerce sales 44.5% year-over-year. eCommerce also accounted for 16.1% of total retail sales in Q2, up from 11.8% in the first quarter of 2020.
While COVID-19 quarantine measures abated over the summer, cautions of a second wave as students and teachers return to school and the flu season looms will prompt 71% of US adults to do more than half of their holiday shopping digitally this year. Consumers will also take advantage of options like click and collect, which eMarketer expects to grow 60.4% this year, with sales reaching $58.52 billion.
It is more important than ever for retailers to build a strong digital presence as consumers start their holiday browsing, carting and purchasing, likely even earlier than they did last year. In 2019, half of the season’s revenue was complete by Dec. 3. Encouraging earlier gift shopping this year will help reduce the
risk of losing share of wallet.
We’re here to help retailers plan for Q4 even as the world continues to change. Download our 2020 MediaMath Holiday Guide for tips on how to make this holiday season a success for your brand. You’ll get access to:
- Holiday audience packages
- Recommendations for reaching across device
- Measurement approaches for both online and in-store
- How to leverage native, creative and social display
Happy holiday advertising!