10/21/2010 11:06:00 AM
It probably does not come as a surprise that sales are the most effective driver of holiday purchases. Savvy consumers have become accustomed to hunting for coupons before making purchases online and extras such as free shipping are the new basics.
Source: Google/OTX State of Shopping, May 2010
Google saw search volume related to coupons increase by 30% during the 2009 holiday shopping season, as consumers became even more active in searching for deals than during the rest of the year.
Source: Google Internal. Average monthly search volume on top 100 coupon-related terms on Google for February through September 2009 compared against the average monthly for October through January.
So give customers what they want -- provide value by offering coupons and free shipping. Some retailers like Best Buy, Victoria’s Secret, Kay Jewelers, and Burlington Coat Factory have begun offering layaway. If your brand cannot provide coupons, think about offering value to customers in other ways. . . be creative!