Summary
Forrester estimates that US holiday season online retail sales will grow 15% from 2011 to 2012. We expect consumers to show a willingness to spend this season and to use a variety of touchpoints, such as mobile and tablet devices, when they shop. That said, retail eBusiness executives can expect the tried-and-true holiday promotions that shoppers have come to expect to continue to be effective — free shipping; promotions geared explicitly around "hot" days, such as Cyber Monday; and frequent, segmented, and heavily promotional emails. At the same time, retail eBusiness executives need to ensure that they are set up to support (and retain) the cross-channel, deal-hunting shopper to maximize online and online-influenced sales.
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