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When it comes to holiday ecommerce marketing, advice and general best practices are everywhere.

But, the right advice from the right people on how they’re planning to dominate the biggest online shopping season of the year is rare.

What if you could look inside the holiday marketing plans and strategies of ecommerce businesses operating at or above $10 million in annual revenue?

Now, you can …

  • AO

    Aaron Orendorff

    3 months ago #

    Sid … you, my friend, are a gentleman and a scholar (not to mention the funniest damn online marketer I know). Thanks for posting this puppy!

  • GR

    Gigi Rodgers

    3 months ago #

    Thanks for the reminder that I MUST. LEARN. Facebook & Instagram ads.
    Those numbers make me want to take a knee. DANG!

    You and your team always bringing the goods, man.
    Thanks!

  • NJ

    Nick Julia

    3 months ago #

    The amount of research and effort that goes into a post like this awesome.

    To get 50 (or more) high-level ecomm stores to give you data is no small feat.
    Most are usually reticent to reveal tactics and strategies that work.

    Great piece.

    • AO

      Aaron Orendorff

      3 months ago #

      So much appreciated … and yeah, when the idea first came up, I didn't know if we could pull it off for those EXACT reasons

  • DG

    Dejan Gajsek

    3 months ago #

    In-depth and super valuable - best kind of content!

    • AO

      Aaron Orendorff

      3 months ago #

      I absolutely LOVE getting that kind of feedback … I'll pass it along to the whole team. Thanks, Dejan

  • AA

    Anuj Adhiya

    3 months ago #

    Wow - this is a super deep dive.

    My takeaways and questions:

    a. That some retailers start planning for Black Friday as early as June!
    Maybe in the future a deeper dive into what kinds of companies need to consider planning earlier would be even more useful.

    b. Acquisition channels
    Surprised to not see Pinterest show up at all in the top 5.
    Will be interesting to see if that changes going forward (especially since later in the research "buyable pins" shows up as a somewhat effective sales channel)

    c. Existing customer channels:
    Was equally surprised to see Amazon remarketing as the top "will not use" channel.
    Why is this?

    d. Top offers:
    Did anyone comment on combinations eg Sitewide discounts + free shipping.
    Would have liked to have seem more info around how creative people are getting here

    e. Analytics:
    Is it just me or did the top 5 that show up seem "basic"
    I would have thought that (other than Shopify analytics/Launchpad) there would be more behavioral analytics in use but that may just be my lack of knowledge.

    • AO

      Aaron Orendorff

      3 months ago #

      First off, huge thanks. Second, lemme see if I can do this right …

      a. Agreed: "a deeper dive into what kinds of companies need to consider planning earlier would be even more useful." We want to add an industry question next year — e.g., fashion, beauty, FMCG, B2B, etc.

      b. Acquisition channels: I wasn't. Social selling — "native" social selling — is still struggling to take root. What will surprise me if it Instagram hasn't cracked that nut in total by next year.

      c. Existing customer channels: "Amazon remarketing" … as a whole, the business that answered the survey seemed to have a low opinion of Amazon (e.g., see the direct quotes inside the ebook especially).

      d. Top offers: again, agreed … hard to tee this kind of question up in multiple-choice form … but I'm optimistic that we'll get more quoted contributions next year (plus, I'll be STALKING a ton of brands over the holiday and taking screenshots like a mad man!)

      e. Analytics: I sorta agree … but, again, would be super interested to find out if there's a correlation between success and more advanced analytics

  • NK

    Nadya Khoja

    3 months ago #

    Wow this post is a beast- definitely bookmarking it thanks for sharing Sid!

  • 🎉K

    🎉Leonard Kim🎈

    3 months ago #

    Thanks for the great insights Aaron! Always delivering high quality content.

  • TH

    Taylor Holiday

    3 months ago #

    As always Aaron and the Shopify team killed it with this one. You cannot underestimate the amount of thought work and planning that is necessary to maximize the biggest moment of the year. This was so helpful and we were honored to contribute.

    • AO

      Aaron Orendorff

      3 months ago #

      I've said it before and I'm sure I'll say it again … that Andrew guy is a GENIUS. Oh, and you're not too shabby yourself

  • MR

    Mak Rupareliya

    3 months ago #

    super valuable men

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