Social commerce spotlight: Paid search investment yields $7.49 per $1 across 2012 holiday season
The tinsel’s been packed away, the turkey leftovers used up and the greetings cards taken down. The holiday season is over, but has left in its wake a wealth of statistics demonstrating social’s role in the retail frenzy that is Christmas.
The Kenshoo 2012 Global Online Retail Holiday Shopping Report gives paid search the thumbs up, indicating that search engines generated 34% more paid search impressions on keywords related to brands and products than last year, and that while paid search advertisers saw more competition this season, retailers generated an average $7.49 for every $1 invested.
Meanwhile, Baynote’s third Annual Holiday Shopping Survey surprisingly reveals that paper catalogs were more likely to influence holiday shoppers than social media – 22% compared to Facebook’s 15%, and 10% for both Twitter and Pinterest.
Things look more promising elsewhere in Baynote’s report, though, with figures that indicate email promotions overtook traditional flyers in influencing online purchases and affecting 25% of all online sales.
The stand-out stat in Baynote’s report, though? Price comparison. According to the research, shoppers don’t tend to use comparison sites, or even Google, when hunting out good deals. Instead, they head straight to Amazon to get a rough idea of how much cash they should splash.
Check out Baynote’s smart infographic for more holiday retail wisdom: