Holiday Season Battle Between Large Retailers and Digital Marketplaces Predicted
The trend towards online shopping continues to grow among American consumers as we head into the 2017 holiday season. As a result an online war is heating up between large retailers and digital marketplaces.
The spoils of the battle are the $923.15 billion in holiday sales estimated by eMarketer. This total represents nearly 20% of the retail sales for the year.
Ecommerce will be the bright star for smart retailers of all sizes. The online buying experience is expected to hit 16.6% and consume a larger share of total holiday sales than last year.
The winter holidays are when many companies make their numbers. November and December will account for 23.6% of full-year ecommerce sales.
Psychologists often say consumers spend money to make themselves feel good. Their shopping lists will be filled with gift cards, home electronics, designers goods and of course lots of toys.
Even in a slow economy consumers find a way to get those gifts for loved ones and business associates. Emotions are running high and everybody is swept up into a marketers dream.
The online economy and digital marketing provide a platform to market, sell and distribute products and services globally like never before. For offline marketers and online marketplaces the target audience is the same.
But in this battle only the smartest will win. Is your money on the large retailers or the digital marketplaces?
Let me know your thoughts in the comments.