Seventy-one percent of online retailers are feeling optimistic about the holiday season, up 4 percent from two weeks ago, according to a new survey by Shop.org and BizRate.com.
The eHoliday Mood Study, which measured sales from Nov. 16 to Nov. 29, showed that more than half of online retailers saw sales increase more than 25% over last year during the “Black Friday” Thanksgiving holiday weekend. Over 80 e-retailers and 1,252 online shoppers participated in the survey.
According to the study, 50% of consumers are using the Web to research products and then buy them either in a store or through a catalog. And 45% are doing the exact opposite.
“Online retailers are increasingly optimistic about the holidays because the last two weeks have been very strong,” said Scott Silverman, executive director of Shop.org, the online division of the National Retail Federation.
Free shipping with conditions gained in strength as the most successful tool in driving holiday business, with 44% of retailers that responded to the survey listing it as their most effective marketing promotion. This is an increase of 7% over two weeks ago.
The survey will be conducted every two weeks during the holiday season with additional releases on Dec. 22, and Jan. 6, 2004.
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