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Where Marketers Go to Grow

October 26, 2011 // 1:55 PM

60 Inspirational Holiday Marketing Statistics

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holiday ornamentsWith the holiday season literally right around the corner, marketers must get their butts in gear quickly if they want to take advantage of holiday shoppers' buying behaviors. But do you know how best cater to this year's holiday shopping audience? Are you leveraging the right channels such as social media and mobile marketing tactics to take advantage of consumers' changes in shopping patterns? Don't let the holidays sneak up on you!

Take a good, hard look at these 60 insightful holiday shopping statistics so you can plan your holiday marketing initiatives accordingly.

General Holiday Shopping Statistics

1) ShopperTrak reported that $10.69 billion was spent on Black Friday 2010, with 212 million shoppers visiting their favorite retailer offline and online. (Source) Tweet This Stat!

2) Shoppers spent $407 million on Thanksgiving Day in 2010, a rise of 28% from the previous year. (Source) Tweet This Stat!

3) According to MasterCard Advisors Spending Pulse, there were six days during the holiday shopping season in 2010 that saw more than $1 billion in sales. (Source) Tweet This Stat!

4) Around a third of all shoppers do their Christmas shopping ten days before Christmas. (Source) Tweet This Stat!

5) Super Saturday 2010 sales totaled $7.58 billion, according to ShopperTrak. 23 million people were out shopping on Christmas Eve. (Source) Tweet This Stat!

6) In 2010, retail sales reached their peak in the week leading up to Christmas day, and fell the next week. (Source) Tweet This Stat!

7) eMarketer expects about a 12% growth in ecommerce holiday spending in 2011. (Source) Tweet This Stat!

8) The National Retail Federation is forecasting overall holiday retail sales to grow 2.8 percent during the 2011 months of November and December to $465.6 billion. (Source) Tweet This Stat!

9) 57.7 percent of shoppers say they’d like to receive a gift card this holiday season, which is the highest demand recorded in the survey’s history for gift cards or certificates. (Source) Tweet This Stat!

10) 41.6% of consumers have indicated that sales or price discounts are most important in their decision-making processes. (Source) Tweet This Stat!

11) 40% of people will begin holiday shopping in November. (Source) Tweet This Stat!

12) 17% of people will begin holiday shopping in the first two weeks in December. (Source) Tweet This Stat!

13) 4.1% of people will procrastinate holiday shopping until the final two weeks of December. (Source) Tweet This Stat!

14) Nearly six in 10 holiday shoppers (59.9%) say they plan to take advantage of retailers’ sales and discounts to make additional non-gift purchases for themselves and their families during the holiday season. (Source) Tweet This Stat!

15) The average person will spend approximately $130.43 during the holiday season to take advantage of sales and discounts for themselves or a family member, up from $112.20 last year. (Source) Tweet This Stat!

16) Consumers cite sale and price discounts (41.6%) and selection (18.0%) as the top two most important factors in convincing them to shop with a particular retailer during the holidays. (Source) Tweet This Stat!

17) In 2010, holiday shoppers timed their purchases around key promotional periods. (Source) Tweet This Stat!

holiday season ecommerce sales resized 600

Online Holiday Shopping Statistics

18) Cyber Monday 2010 saw $1.028 billion of online sales that were made by 9 million shoppers. (Source) Tweet This Stat!

19) In 2010, online sales peaked the week of Black Friday and Cyber Monday. (Source) Tweet This Stat!

20) The web accounted for 33% of the average amount spent on Black Friday weekend in 2010. (Source) Tweet This Stat!

21) In August 2011, 75% of consumers had started researching their holiday purchases with 89% of those consumers starting their shopping online. (Source) Tweet This Stat!

22) In 2010, internet sales accounted for $695 million on Black Friday alone. (Source) Tweet This Stat!

23) Nearly half of shoppers (46.7%) will buy online, up from 43.9 percent last year. (Source) Tweet This Stat!

24) The average holiday shopper plans to do 36% percent of their shopping online – whether they’re comparing prices, researching products, or actually making a purchase (up from 32.7% last year). (Source) Tweet This Stat!

25) Nearly one-third (32.1%) of shoppers will comparative shop online more often. (Source) Tweet This Stat!

26) Those consumers who include the web in their shopping plans will spend more than the average consumer. (Source) Tweet This Stat!

27) Online shoppers will spend an average of $857.59, or 21.7% more than the average consumer, on gifts and seasonal merchandise. (Source) Tweet This Stat!

28) Online shoppers will do slightly more than half (50.5%) of their holiday shopping--including checking prices, researching products and making purchases--online this year. (Source) Tweet This Stat!

29) Online shoppers will spend an average of $636.28 on gifts for others, 23.3% more than the average consumer. (Source) Tweet This Stat!

30) 67% of consumers researched purchases online during 2010 holiday season. (Source) Tweet This Stat!

cross channel shopping behavior resized 60031) A holiday forecast released by Kantar Retail estimated U.S. web sales during the fourth quarter will reach $60.4 billion, up 13.5% from last year. (Source) Tweet This Stat!

32) 42.4% of online shoppers cite sale and price discounts and 20.4% cite selection as the most important factors in convincing them to shop with a retailer during the holidays. (Source) Tweet This Stat!

33) 21.1% of online shoppers say they started their holiday shopping by the end of September, whereas 18.6% of all shoppers did. (Source) Tweet This Stat!

34) Google is the leader for retailers’ organic search traffic. (Source) Tweet This Stat!

top 5 retailers' search traffic

Social Media Holiday Shopping Statistics

35) In 2010, social media was a key driver of sales on Thanksgiving Day. (Source) Tweet This Stat!

36) 36% of retailers said they plan to spend most of their holiday marketing budget on social media platforms during the 2011 holiday shopping season – up from 27% in 2010. (Source) Tweet This Stat!

37) 39% of consumers plan to look to social networks and online discount operators such as Groupon and LivingSocial before purchasing. (Source) Tweet This Stat!

38) In 2010, 57% of consumers conducted any one of a variety of holiday shopping activities on social networks. (Source) Tweet This Stat!

39) In 2010, 21% of Cyber Monday shoppers heard about a promotion through someone in their online social network. (Source) Tweet This Stat!

Holiday Email Marketing Statistics

40) In 2010, holiday email open rates climbed 11% year over year despite high email volumes. (Source) Tweet This Stat!

41) Holiday email click-through rates fell 16% from 2009 to 2010. (Source) Tweet This Stat!

42) For the second consecutive year, the highest open rates occurred the week of Black Friday in 2010. (Source) Tweet This Stat!

43) In 2010, open rates climbed in post-holiday weeks. (Source) Tweet This Stat!

44) In 2010, conversion rates were highest the week after Halloween, two weeks before the holiday email volume spike. (Source) Tweet This Stat!

45) In 2010, Mondays and Fridays saw the highest email volumes, compared to Tuesdays and Fridays in 2008 and 2009. (Source) Tweet This Stat!

46) In 2010, email delivered on Monday had the highest open rate, and Friday the highest click rates. Wednesdays, which had low volume, had the highest conversion rates. (Source) Tweet This Stat!

47) In both 2009 and 2010 the words "Shipping", "Free," and "Gift" were often used in subject lines, but did not necessarily drive opens. (Source) Tweet This Stat!

48) In 2010, 51% of US online buyers learned about Cyber Monday deals via retailer emails. (Source) Tweet This Stat!

Holiday Mobile Marketing Statistics

49) During the 2010 holiday shopping season, social media and mobile capabilities were key drivers of sales on Black Friday with consumers using mobile devices for product reviews, promotions, price checks and to check-in while shopping at various stores. (Source) Tweet This Stat!

50) 5.7% of shoppers said they would comparative shop using their mobile device more often. (Source) Tweet This Stat!

51) Nearly 40% of consumers say they own a smartphone, and more than half, or 52.6%, say they will use it to help them shop this season. (Source) Tweet This Stat!

52) 31% of smartphone users say they’ll use it to research or compare holiday prices. (Source) Tweet This Stat!

53) 14.1% of smartphone users will use it to complete a holiday purchase. (Source) Tweet This Stat!

54) 17.3% of smartphone users will use it to redeem holiday coupons. (Source) Tweet This Stat!

55) 15.6% of smartphone users will use apps to research or complete a holiday purchase. (Source) Tweet This Stat!

56) One-quarter (25.1%) of smartphone owners will use their phone to look up a retailer’s information such as store hours and location. (Source) Tweet This Stat!

57) Americans aged 18-24 are the most likely to use their smartphones (72.2%) and tablets (86.4%) to shop for holiday items this year. (Source) Tweet This Stat!

58) 70.5% of consumers who own tablet computers say they plan to research holiday products with it. (Source) Tweet This Stat!

Topics: Marketing Data Holiday Marketing

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