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About the 2008 eHoliday Study
Introduction.
The 2008 Shop.org/Shopzilla eHoliday Study is now in its landmark 7th year! To help online retailers – whether multichannel or Web only – benchmark their performance and adjust plans during the season, 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.
Survey Structure and Timing.
In 2008, Shop.org is surveying retailers twice, once prior to the season to understand their outlook and strategies, and then once again after the holiday season to learn further details and results. Concurrently, we are surveying consumers three times (pre-holiday, post-Thanksgiving weekend, and post-holiday) to understand their holiday shopping plans, decisions, and satisfaction levels.
The first survey for both retailers and consumers was conducted in late September and early October 2008 (Wave 1 results are now available for download by Shop.org members). The second retailer (post-holiday) survey will be conducted in January to report on holiday season results.
What the Surveys Cover.
The surveys examine important retail questions such as:
- How do retailers perceive the prospects for the 2008 holiday season?
- How much of their holiday shopping budget do consumers expect to 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 see this year – and are retailers meeting that demand?
- How much of their total promotions 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 increased COGS to still offer consumers strong value this holiday season?
Retailer Survey Participation.
We need YOUR participation to answer these and many other significant questions about the impending holiday season! Please note: participation in the 2008 Shop.org/Shopzilla eHoliday Study is limited to retail companies only. If you are not a retailer, you are not eligible to participate.
Last year, the 2007 eHoliday Study pre-holiday retailer survey participants constituted an experienced group of retailers: of the 94 retailers who shared profile information about their company, 71% identified themselves as having been in business for over nine years, with a further 23% in business between four and nine years. Half (51%) indicated that their company's annual revenue across all channels is over $100 million, and another 27% are in the $10 - 100 million range. This pre-holiday survey also represented a broad spectrum of types of retailers: 37% identified themselves as primarily Web-based retailers, 29% primarily store-based retailers, 11% primarily catalog-based retailers, and 14% branded manufacturers.
Survey Result Publication.
The results of the 2008 eHoliday Study are released to all Shop.org Members and other retailers who complete the surveys. Results are published as a PowerPoint slide deck, along with an aggregated data set spreadsheet (we only publish aggregated data results, and no individual data will be shared).
As our thanks to you for participating, all participants will receive the forward-looking 2009 Shop.org Holiday Strategy Guide (to be released in Summer 2009). If you participated in the 2007 eHoliday Study but have not yet received the 2008 Holiday Strategy & Planning Guide, please email us at research@shop.org.
Need More Info?
Please also see our Frequently Asked Questions page for further information.
