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Online spurs rise of the last minute shopper.

Online spurs rise of the last minute shopper.
Wednesday January 4 2012

U.K. retailers generated 314 percent more revenue from online search advertising on Christmas Eve and 111 percent more revenue on Christmas Day in 2011 versus 2010

These are the findings of the Kenshoo U.K. Retail Index for online search advertising during the Christmas season. The index covers paid search advertising across a number of major search engines.

Key findings for 2011 Christmas Eve (24th December):

Online retail revenue driven by search advertising increased 314 percent year-over-year (YoY)
Online retail search advertising spend decreased 22 percent YoY
Online retailers' return on advertising spend (ROAS) increased 429 percent YoY
 

Key findings for 2011 Christmas Day (25th December):
Online retail revenue driven by search advertising increased 111 percent YoY
Online retail search advertising spend increased 11 percent YoY
Online retailers' ROAS increased 90 percent YoY
 

Key findings for the 2011 Christmas season to date (2nd November to 25th December):
Online retail revenue driven by search advertising increased 61 percent YoY for the 54 days leading up to and including Christmas
Online retail search advertising spend increased 1 percent YoY for the 54 days leading up to and including Christmas
Online retailers' ROAS increased 60 percent YoY
 

"Last minute shopping had new meaning in the U.K. this year as consumers turned to the Web on Christmas Eve and Christmas Day,” said Aaron Goldman, chief marketing officer at Kenshoo. "With stores always open online, people continued searching for deals and, thanks to savvier search marketing efforts, retailers were successful in capturing the increased demand.”

Tagged as: online | last minute |

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