Max Mead, VP of Business Development & Analytics for PointRoll, who conducted the recent study, told Marketing Daily, "On average, anywhere between 4 and 6% of online shoppers interacted with retail ads in the fourth quarter -- beginning in November at 6%, then drifting lower, with interaction rates hitting their lowest points in early December, most likely due to the heavy levels of online ads. In the final weeks of December, interaction rises to 5% again".The likely culprit for the fall after early November: Online retailers offering greater discounts for early buying.
Why the rise on the backend? Because late online shoppers can also take advantage of last minute sales from retailers trying to move extra inventory.
Christmas shopping has become a year long process for many. Though the convenience of shopping online hasn't reduced the cattle drives at the mall. Personally, while I enjoy the "spirit" of holiday shopping; I can do without the long lines of traffic trying to get into the mall and the longer lines trying to get out!
However, while my online shopping has increased over the past few years, I'm a traditionalist at heart, and I will never stop shopping at brick & mortar stores during the holiday season. Regardless of the hassles; the decorations and the music at the malls just make it feel more like Christmas. I guess it still brings out the kid in me.
If you want to get a head start on the holiday bargains though, begin your e-shopping right after Halloween. If you're a retailer, you better get those online ads placed now!
