1 October 2013 | Tanya Goodin

Digital December: Crack the Christmas Crowds Online


Whilst many of us are clinging on to the last rays of sunshine, and hoping for a mild autumn, the retailers amongst us are busy planning their Christmas and New Year campaigns, readying themselves for what for most will be the busiest time of their year. Planning special offers, finalising brochures and redesigns and probably even briefing their team on their Spring launches, it’s a hectic time of year – and for a marketing team, it’s no different.

Here at Tamar we love Christmas, and not just for the fun and merriment – it means we get involved in some of our clients’ most innovative campaigns. From SEO to Social, Christmas planning needs to have started by now – and we’ve got some great tips to help you make the most of your Christmas campaigns. Over the next 4 weeks, we’ll be sharing some of the advice and tips that we’ve learned over the past 18 years in the business – so stay tuned if you want the inside track.

First up though, let’s take things back to basics – what’s all the fuss about Christmas anyway? Sure, we all know retailers do well in the festive season, but why should digital be treated any differently? Well, if last year is anything to go by, Christmas 2013 is going to be MASSIVE for digital retailers. In the vein of ‘A Christmas Carol’, let’s take you back to Christmas past…

shoppingChristmas 2012

  • On December 2nd 2012, shoppers spent an estimated £10k PER SECOND online. Amazon reported selling more than 3 million items on the same day in 2011 (source)
  • Nearly a quarter of consumers used a mobile device as part of their Christmas shopping, according to research by Econsultancy (source)
  • Online sales on Boxing Day in 2012 were 45% higher than in 2011, according to IBM (source)
  • American retailer Best Buy offered to match the prices of online retailers during Christmas 2012, in an effort to stop ‘showrooming’ (source)
  • During December 2012, the proportion of total retail sales that came from online (as opposed to the high street) rose from 10 to 15% (source)
  • A survey in 2012 suggested consumers would spend an average of £46.10p each in Boxing Day sales (source)

So as you can see, 2012 saw massive growth for online retailers – and the upcoming season looks set to be even bigger. Here are some of the predictions we’ve found recently:

Christmas 2013

  • Research by Logan Tod suggests online shopping is set to increase by another 22% in 2013 (source)
  • Two thirds of smartphone users plan to do their Christmas shopping from their phone, compared to 35% in 2010. A survey also suggested that 96% of people planned to shop online (source)
  • More than 88% of retailers expect their online sales to grow by 20% or more, whilst a quarter expect them to increase by 50% or more (source)
  • Amazon UK plan to take on over 15,000 extra staff to cover the Christmas period in 2013 (source)

As you can see, Christmas is set to be pretty massive this year – so your marketing needs to stand up to the test just as much as anything else. But how do you prepare your SEO, Social and Mobile plans? Stay tuned next week and we’ll start telling you how…


Tanya Goodin

Tanya Goodin

Founder of Tamar