With Christmas just hours away, the 2015 holiday marketing season is nearly at an end. But, the gift of shopping behavior insights continues to bring digital marketers cheer. Since September, the Holiday Marketeer blog series has been bringing you important metrics, along with recommendations for implementing your holiday marketing strategy. Now, it’s time to look back on the 2015 holiday marketing trends.

 

Holiday marketing events like Cyber Monday saw double-digit growth

As expected, Black Friday and Cyber Monday were by far the greatest revenue-generating e-commerce events in the U.S. during the 2015 holiday season. Perhaps more surprisingly, shopping behavior indicates that other events are growing in importance. Let’s take a look at some of the numbers:

Metrics that matter

  • $2.72 billion. The e-commerce sales generated on Black Friday 2015, up 14% from 2014.
  • $3.07 billion. The online sales captured on Cyber Monday 2015, making it the largest U.S. online shopping day in history with a 16.2% increase over Cyber Monday 2014.
  • 15.4%. The year-over-year growth in Green Monday e-commerce sales in 2015 compared with 2014.

Beyond these three well-known shopping days, Twelve Days of Christmas sales, Small Business Saturday, and #GivingTuesday also made a dent for some advertisers. New shopping holidays are cropping up every year, and consumers are becoming accustomed to seeking them out for deals.

What it means for you

Hone your strategy and process for efficiently rolling out new creative specific to these marketing events.

 

Mobile proved to be a true direct response shopping platform

A “2015 holiday marketing trends” post would be remiss without mentioning mobile. In 2014, mobile traffic surpassed desktop traffic for the first time on Thanksgiving day, according to IBM data. This year continues to see more days of mobile shopping traffic outpacing desktop traffic.

Metrics that matter

  • 57.2%. The percentage of online traffic from mobile devices on Black Friday 2015.
  • 36.2%. The percentage of online sales which came directly from mobile devices on Black Friday, representing a 29.7% increase from 2014 mobile holiday sales.
  • 84%. The percentage of shoppers who use their mobile phones to aid in-store shopping.

Not only is mobile an important purchasing platform, mobile behavior is rapidly changing every year.

What it means for you

What worked last year with mobile didn’t necessarily perform the same this year. We can expect mobile behavior to evolve further next year. It’s absolutely vital to test on mobile; and to be ready to try out and test different creative tactics at any time. Test ad creative designed to inspire direct mobile purchases and support in-store mobile shopping behavior.

 

Wrapping up the 2015 holiday marketing trends

If you found it challenging to stay on top of all the holiday creative demands that came with updating creative for shopping events like Cyber Monday, Black Friday, and Green Monday; or, if you struggled to find the time to conduct mobile-specific ad creative testing, it’s time to put a strong process in place for both of these initiatives. Reach out to Boost Media to find out how you can get the mobile-specific ad creative insights and holiday creative support you need to succeed next year.

2015 was a growth year for holiday shopping. We expect to see continued growth in 2016. Stay tuned next week for the final edition of the Holiday Marketeer where we will share our predictions on the 2016 holiday marketing season, and highlight things marketers need to start doing now to be ready for next year!