According to Loading the Sleigh: Marketers Plans & Expectations for the Holiday Season, conducted by Retail Systems Research on behalf of Bronto Software, 68 percent of respondents expect sales to increase as compared to 2011, while over 25 percent are confident sales will grow by more than 50 percent.
The same source indicates that 21 percent mentioned they would significantly increase online marketing budgets compared with 2011, while 22 percent plan to slightly increase them.
The study points out that retailers have made several investments in e-commerce marketing. According to data, 49 percent have invested in mobile applications, while 46 percent have invested in new e-commerce platforms. Results also show that 50 percent have found new email service providers and 43 percent have invested in mobile website optimization.
The study is based on a sample of 179 respondents, mostly with annual sales of between USD 51 million and USD 999 million.
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