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AMiable Solution #255: The Calm Before the Chaos



The holiday season officially begins next week. But if you’ve been in just about any store, you know the push for holiday giving started even before the Halloween candy bowls were filled.

Are you prepared to make the most of these last two months of the year? Sure, you probably created your marketing plan months ago, but will your plans hold water against the facts?

In June of this year, Robert Mening, web developer and blogger behind WebsiteSetup.org, published a collection of important marketing facts in his blog post, “Holiday Ecommerce Shopping & Marketing Statistics.” If you sell physical products or services, here’s what you need to know to make sure your strategies and your timing are on target:

  • 73% of shoppers will shop at a new store or with new online retailers

  • Approximately 1 on 5 holiday purchase will be based on impulse

  • The holiday season accounts for 20% of the retail industry’s annual sales, and it is often responsible for up to 30% of some individual retailers’ total sale

  • Retailers and ecommerce businesses experience their single biggest days of sales on the 22nd and 23rd of December

  • Email marketing accounts for the most holiday sales — it generated 25.1% of all sales during Black Friday in 2015; social media, on the other hand, generated 1.6% of sales on Black Friday and 1.5% of sales on Cyber Monday in 2015

  • The holiday months of November and December generate 30% more revenue on average than non-holiday months

  • Most online purchases are made between 12 – 2pm on weekdays and on Sunday evenings

  • 57% of people will abandon a website that takes longer than 3 seconds to load

  • Businesses that blog get 67% more leads than businesses that do not blog

  • 81% of online consumers in the U.S. trust information from blogs

Not a seller or promoter of “things?” We’ve got you covered, too.

Andrew Dain, a Marketing Associate at NeonCRM, a provider of nonprofit software solutions, published a collection of charitable giving statistics in October 2016. Here’s what he learned:

  • Nearly one third (31%) of annual giving occurs in December

  • 12% of all giving happens in the last three days of the year

  • 28% of nonprofits raise between 26 % and 50% of their annual funds from their year-end ask, but 36% of nonprofits raise less than 10% of their annual funds from their year-end ask

  • 59.9% of nonprofits make between 1 and 3 donor “touches” for their year-end campaign

  • Direct mail is the most popular medium for year-end asks, followed by email, the organization’s website, and in-person asks

Are you ready for the holidays?


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