RKG’s Mark Ballard on Holiday Trend Shifts in Search Engine Land
Anyone involved with online retail should be well aware of just how critical holiday revenues are, not only to a strong fourth quarter, but to our success for the entire year. An RKG analysis of 2011 paid-search results shows that, on average, retailers generated 18% of their annual revenues over the 30 day period starting with Thanksgiving Day, with daily sales volume coming in at nearly triple the rate of the rest of the year.
But, revenue volume isn’t the only metric that shifts significantly during the holiday season, and as we’ll see below, the assumptions and strategies that serve us well for the rest of the year just won’t cut it as we navigate through the holiday peak.
Here are six of the most critical ways historical paid-search trends shift as we hit the holidays: