With the all-important Thanksgiving weekend and Cyber Monday upon us, we’ve just released new data from our annual eHoliday research (Shop.org members can download the detailed findings).  What we learned:

• Over three-quarters of retailers surveyed indicate they will use the Web in some way to promote their offline Thanksgiving weekend / Black Friday specials and store events.
• To that end, over one quarter will increase their use of online tools this year compared to last to help customers research products and prices before heading to brick and mortar stores this weekend.
• While many are using email for this purpose, retailers are also counting on home page messaging and search marketing to drive shoppers into their stores.

Cyber Monday (Dec. 1 this year) also has retailers’ attention:  many retailers surveyed have initiatives planned, ranging from specific deals and promotions to special email campaigns and a variety of shipping offers.

I’d like to hear your thoughts this week and and weekend on what you’re seeing — which messages do you think work to get customers into stores (whether offline or online) and open their wallets?

We’ll keep you posted as we release further eHoliday research findings in the coming weeks.  Wishing everyone a good Thanksgiving in the meantime.

Fiona S. Swerdlow
Head of Research, Shop.org