Why Read This
Forrester estimates that US holiday season online sales will grow 15% from 2012 to 2013. Despite a dip in consumer confidence in October and a truncated holiday season, Forrester expects consumers to spend a record amount online this year. Retail eBusiness professionals can count on the continued effectiveness of tried-and-true holiday promotions — free shipping; promotions geared explicitly around "hot" days, such as Cyber Monday; and frequent, segmented, and heavily promotional emails. Price and discounts will, as usual, be the primary motivators for consumer purchases, but retail eBusiness professionals also need to ensure that they are set up to attract and support mobile shoppers to maximize their holiday revenue.