Retail Sales

It’s not even Halloween yet, but big box stores nationwide have already started to put their Christmas wares on display with visions of a lot more than sugarplums. They see black ink – that mythical time of year when their revenue budgets turn all smiley-faced. And if you haven’t already begun to see holiday-themed ads online, you will very soon. And for good reason! Online behavior not only drives online sales, but recent data touted by Mediamath shows the internet has a bigger-than-ever influence on in-store sales as well.


From a digital marketing perspective, this information distributed by one of the leaders in programmatic advertising should make every marketer think twice before putting the bow on top of their holiday ad budgets. Are you spending enough money to cover every screen? And don’t be fooled into thinking that because the majority of your sales are offline you don’t need to push the envelope online. Consider this recent infograph published by Mediamath:

  • 92.9% of retail sales in 2015 will be offline
  • 64% of in-store sales will be influenced by digital by the end of 2015
  • 78% of digital shoppers say they research online and buy in the store (ROBO – research online, buy offline)
  • 57% of digitally-influenced sales are a result of mobile marketing

What does all this mean? Admittedly, it doesn’t tell us something we don’t already know. Most of us spend a massive amount of time online – time that marketers can leverage to their benefit. Take a look at the people around you right now. What are they doing? I would be willing to bet they are on some sort of connected device – or will be soon. But I digress. What it really means is this: if you want to increase brand awareness, improve customer retention, drive both online and offline sales, you should be advertising online IN ADDITION to spending ad dollars on so-called traditional methods (read: TV, radio, print). Also, online advertising does, indeed, affect offline sales. That should not be discounted today, tomorrow, during your Black Friday sales window or at any time during the year.

Seeing this information should be enough to make you revisit your holiday ad budgets. Now, go. Commence planning. And have a wonderful holiday season, even if the big box stores seemingly want to skip Halloween and Thanksgiving!

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