Chicago—And the holiday results keep coming in: the wrap-up numbers are in for Holiday 2014 for MarketLive merchants.
From the period beginning the Monday before Thanksgiving and ending the Sunday after New Year’s Day, revenues were up 11.7% for MarketLive Index merchants compared with the corresponding holiday period in 2013, and traffic grew 13.3%.
The average order size grew a substantial 4.2%, suggesting that Index merchants held the line when it came to pricing and “devised creative promotional strategies that succeeded while maintaining margins.”
- Last minute and post-Christmas shopping was a key factor in seasonal performance.
- 19% of holiday revenue occurred Dec, 22 to Jan 4.
- Strong Average Order Values (AOVs) helped fuel seasonal growth. The year-over year AOV Index average grew by more than 4%
Mobile shopping made its mark, with fully 47% of all e-commerce site traffic generated by smartphones and tablets. More than a quarter of total online revenues were attributed to mobile devices–with smartphone revenue in particular growing exponentially, at 111%.
Social made a splash this year and is beginning to monetize. Merchants need to pay attention to this new revenue channel, according to MarketLive. As with all things new, the revenue is not yet significant, but this channel is becoming a growth area for some savvy merchants.
- Online sales attributed specifically to social recommendations increased 100% and website traffic attributed to social recommendations increased 93 overall –with some merchants experiencing increases as high as 904%.