Hot holiday trends: week of October 28th – November 3rd

Experian Marketing Services has released its holiday insights for the week of October 28th, 2012.

This week’s key findings:

  • Free shipping is not mentioned quite as frequently this year in email marketing campaigns – there are 4% fewer mentions of free shipping in subject lines so far this season
  • The number of loyalty mailings offering points or rewards benefits has increased by 8% compared to last season
  • Black Friday searches continue to be on the rise, increasing 52% in the week ending 10/27 compared to the previous week
  • Clicks to paid search terms increased 37% over week ending 10/27

Search and social deals

The study also finds that holiday shoppers are taking advantage of retailers’ deal sites and seeking out deals through search and social. Experian Simmons reports:

  • Twenty-nine percent (29%) of online adults have visited a social discount site
  • Twenty-seven percent (27%) of online adults have signed up for a daily deal
  • Twenty-two percent (22%) of online adults have purchased a discount or coupon from a social site
  • Eight percent (8%) of online adults have downloaded a mobile app for a social discount site

Email offers

Twenty-eight percent (28%) of all campaigns are including offers in subject lines so far this season, which is a slight increase from the 27% seen last year.

dollar off holiday

While dollars off are the most popular, free gifts have the highest transaction rates.

free gift holiday

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