Marin Software, provider of a digital ad management platform for advertisers and agencies, has revealed that December 3 will be the day that most UK purchases will be made online.
Marin also advises that the following Monday, December 10, will be almost as big a day and retailers need to be prepared.
December 5 2011 was the largest day in terms of paid search click volumes, however, it only just ousted the number that took place on Monday December 12 making it difficult to establish an outright winner since the second Monday falls earlier this year.
The study has also advised that UK advertisers should be aware that November 26 this year is will a big day for US purchases as large online US retailers with an online presence in the UK roll their promotions and offers into the UK market on that day.
The predictions come as part of Marin Software’s report ‘The Online Marketer’s Guide for Christmas – Nine Tips for a Successful 2012’ which dissected the 2011 Christmas retail season and drew out the best practices that brands and retailers should implement in order to get the most out of this season.
The study also contains analysis and recommendations based on based on data from retail clients within Marin Software’s client base of over 1,800 customers, who invest more than $4 billion a year on search, display, social and mobile ads.
In addition, the research revealed that impressions jumped by 13 per cent in November, but only by three per cent in December versus their October baseline. Conversely, revenue increased by one per cent in November versus a 21 per cent increase in December, with a similar trend reflected in Click-Through-Rates.
This suggests that UK consumers are using November as a heavy research phase, with a great deal of search queries on generic terms. However, December is decision time, with consumers clicking on more ads and making more purchases.
Jon Myers, Commercial Director EMEA, Marin Software commented: “The IMRG revealed that UK consumers spent approximately £7.9 billion online in December 2011, representing a 16.5 percent increase on 2010. This figure is highly likely to continue to grow in 2012.
“Online retailers will now be aware of the ‘Cyber Monday’ effect, but this is just one day in an exceptionally busy time. With our research revealing that other days are almost as busy, we recommend that online retailers should expect the December 3 2012 to be their busiest day, but not solely plan around that.”