E-commerce sales soar and so do the use of digital AND print coupons

According to various reports, it’s shaping up to be a strong retail holiday season, especially for eCommerce. We are keeping those shipping companies extremely busy.

Looking back at last year, holiday sales made up approximately 10.6% of all retail sales for all of 2016.

It’s a fact that ecommerce holiday sales have been rising year over year, with an increase of 17% from 2015 to 2016, and they are expected to rise another 14% this holiday season, beating out in-store sales for the first time ever. Think about that. We’d rather shop online than go to a store.

That being said, as much as shoppers like the convenience of shopping online, they also prioritize saving money and will make time to uncover the best deals online AND offline. Yes, I said offline. I was kind of surprised to see that over half of consumers indicated they invest two hours or more a week looking for deals across all channels, according to the 2017 RedPlum Purse String Survey conducted by Valassis.

The same survey shows that 41% of respondents who take advantage of deals said they use an equal mix of digital and print coupons, which is up 6% from 2016.

Consumers still like paper, or at least 52% of them do, as they admitted printing out digital coupons for in-store use. On the other hand, 71% said they would use a featured coupon code from a print advertisement to buy online.

Don’t forget mobile. This channel also plays a key role in how consumers save. It is the best tool to look for coupons and discounts while shopping in store. As I’ve written several times this year, the omnichannel marketing approach is essential to staying relevant. It must be part of any retail marketing strategy.

The Valassis research implies that shoppers don’t care to delineate between the physical and digital shopping worlds… they want the option to redeem print and digital deals both in-store and online. I can’t wait to see how the shopper’s journey evolves with the next explosion of technology.

Here’s to 2018 and what the future holds!


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