About the 2011 eHoliday Study

Introduction.
The 2011 Shop.org eHoliday Study marks its landmark 10th year. To help online retailers – whether multichannel or Web only – benchmark their performance and adjust plans during the season, each year we conduct several surveys to learn perceptions and practices of retailers and consumers during the holiday season. The study helps you understand how retailers and consumers view what's important for the season and how your retail peers are preparing their holiday season plans.

New! The post-holiday retailer and consumer survey results are in! 

Please see also previously released results from the 2011 eHoliday Study, including:

• The 2011 eHoliday Pre-Holiday Shipping Deadlines retailer survey results (see also the blog post).
• 2011 Online Black Friday Weekend Buyers & Cyber Monday Shoppers consumer survey results (see also the blog post).
• Thanksgiving, Black Friday weekend and Cyber Monday retailer survey results. Findings include:
  • How brick and mortar retailers surveyed will leverage online vehicles (email, home page, social media, etc.) to promote in-store specials and events
  • When retailers plan to start promoting Thanksgiving and Black Friday weekend online specials
  • Marketing programs and promotions that retailers surveyed are offering for Thanksgiving and Black Friday weekend
  • The degree to which retailers will offer special promotions for Thanksgiving Day -and- Cyber Monday
  • Promotions that retailers plan to offer on Cyber Monday this year
• eHoliday 2011 Pre-Holiday Retailer and Consumer Survey results.  Shop.org Members, please see here for a summary of the findings. 

Survey Structure and Timing.
In 2011, Shop.org surveyed retailers twice, once prior to the season (October) to understand their outlook and strategies, and again after the holiday season (January) to learn further details and results. Concurrently, we surveyed consumers to understand their holiday shopping plans and decision making processes.  The eHoliday 2011 pre-holiday retailer and consumer survey results,the Thanksgiving, Black Friday weekend and Cyber Monday retailer survey results and the Pre-Holiday Shipping Deadlines are also available for reference. 

Please also see our Frequently Asked Questions page for further information.

What the Surveys Cover.
The eHoliday surveys examine important retail questions such as:

• How do retailers perceive the prospects for the upcoming / past holiday season?
• How much of their holiday shopping budget do consumers expect to or actually spend online vs. offline?
• Which Web site elements matter most to consumers – and have retailers invested in the right Web site features this year to meet that demand?
• Which promotions do consumers most want to receive – and are retailers meeting that demand?
• How great a budget are retailers dedicating to free shipping offers – and what, if any, conditions are they imposing on those?
• How are retailers leveraging their online marketing and Web sites to benefit their brick and mortar stores?
• How are retailers managing to the changing economy to still offer consumers strong value and meet financial targets this holiday season?

Retailer Survey Participation.
Retailers, we would like your feedback on the 2011 eHoliday Study!  We also would very much like you to participate in the 2012 pre- and post-holiday research when that launches in Fall 2012.  Please note: participation in the annual Shop.org eHoliday Study is limited to retail companies only. If you are not a retailer, you are not eligible to participate.   

Survey Results Publication.
The results of the annual eHoliday Study are released to all Shop.org Members, as well as other retailers who complete the surveys. Results are published as a PowerPoint slide deck (we only publish aggregated data results, and no individual data will be shared).  

In addition to the 2011 Post-Holiday Survey results, Shop.org members may also access previously released Shipping Deadlines results, the Thanksgiving, Black Friday weekend and Cyber Monday retailer survey results, and the eHoliday 2011 pre-holiday retailer and consumer survey results.  Shop.org members may also still access 2010 pre-holiday results and post-holiday results (please see also highlights from the findings and the press release). 

For reference, Shop.org members may also see prior year eHoliday results posted on the Shop.org Web site (Shop.org Member log in is required). 

As our thanks to you for participating, all retailer participants receive the annual Shop.org Holiday Strategy & Planning Guide.   

Need More Info?
Please also see our Frequently Asked Questions page for further information.