Digital Marketing Agency Predicts Changing Shopping Behaviors Will Drive Necessary Pivots of Retail Strategy
PRINCETON, N.J., September 21, 2022 /PRNewswire/ — Ahead of what is expected to be the first true “post-pandemic” holiday season, digital marketing agency NetElixir has released its forecast 2022 holiday e-commerce sales calendar. data forecast suggests that overall e-commerce sales will see a 7% year-over-year increase during the November-December holiday shopping season compared to last year’s sales data, total online sales probably exceeding 20% of total retail sales in the country.
“I’m more optimistic than other forecasters about the upcoming holidays,” says Oudayan Bose, Founder and CEO of NetElixir. “My predictions come from the aggregation of recent online sales trends, an analysis of key macroeconomic expectations driving the e-commerce landscape, and insight into consumer behavior gleaned from decades in the business. This year will not be without its own set of challenges, but I strongly believe that we will have another unique and fulfilling year. Now is the time for retailers to plan their pivots and get ahead of the rush. We’re here to help guide those strategies in any way we can.
The key information, broken down by week, is as follows:
Week of November 13: Holiday deals will start even earlier this year, as clearance sales set the scene in the months leading up to the holiday season.
Week of November 20: Deep discounts will not be limited to blockbuster days like Black Friday and Cyber Monday; expect week-long specials starting the Monday before Thanksgiving. Retailers should look to get creative with category-level promotions and brand storytelling to drive customers to their products.
Week of November 27 and December 4: We expect some major retailers to test creative promotional strategies during these weeks, particularly as part of their Performance Max campaigns. Midsize and smaller businesses will need to be nimble and ready with their game plans to compete successfully.
Week of December 11: BNPL (buy-now-pay-later) models have been a key driver of online growth and we expect this trend to continue, especially as we approach the holidays. Make all updates in terms of shipping and payment options clear to your online shopper, as we expect inventory issues to persist.
Week of December 18: The growing popularity of BOPIS has led to a continued increase in the percentage of last-minute online sales before Christmas, especially on mobile. We expect online shopping volume to increase again this week throughout the 22nd.
Week of December 25th: Post-Christmas sales promotions will influence ‘Me-Buy’ week, which will see more consumers shopping for themselves.
Additional information includes, but is not limited to:
November 20, 21 November, November 24, November 25, November 28, December 4, December 5, December 11, December 12and December 18-22 are the days of the holiday season that are expected to see the largest year-over-year increase in online sales volume, which is expected to exceed 20% year-over-year each day.
Shipping deadlines and product availability will be the major limiting factors this year.
NetElixir has been accurately tracking e-commerce holiday sales forecasts for over 10 years. The agency leveraged its proprietary customer analytics technology, LXRInsights, to track and analyze real-time data from approximately 75 retail customers, ranging from small and medium-sized businesses to large enterprises. The team then used a proprietary forecasting model to convert the data into forecasts. Data collection covers seven e-commerce categories (including apparel, beauty, home furnishings, consumer electronics, and more) that track mobile and desktop data, broken down by state, on site sessions website, website orders, AOV, website revenue, first purchase latency, and repeat purchase latency.
Current forecast is subject to change and assumes there will be no additional Amazon Prime Day event or other one-day sale event by another major retailer. NetElixir shared their full results, data analysis, and more in a webinar. The webinar, titled 2022 Holiday Readiness: E-Commerce Forecast can be viewed here.
Download your 2022 Holiday Ecommerce Sales Calendar now for a guide to planning and optimizing your most lucrative promotions.
NetElixir is an independent growth marketing agency for leading retail, DTC and B2B brands. Since 2004, they’ve been driving profitable growth for e-commerce businesses, combining a high-tech, high-touch approach to digital marketing. Leveraging its AI-powered customer intelligence platform, LXRInsights, the team can predictably identify, engage and win high-value customers through channel-targeted demand generation campaigns. search, social, programmatic display and retail media. Their strategic insights allow brands to humanize their relationships with their customers and walk the line between invasive and inventive marketing.
Be ready for the future with NetElixir.
NetElixir is headquartered in Princeton, New Jersey with wholly-owned subsidiaries in London and Hyderabad, India. For more information, please visit www.netelixir.com.
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