As mentioned in one of my previous posts, the Christmas period has a major effect on Search Marketing campaigns, and Christmas 2008 was no exception.
I was reading in the Independent this morning that online sales hit a new high this Christmas. The article compares the fact that as high street stores have just experienced their worst Christmas in 14 years, their online counterparts have had their best ever Christmas following this year’s shopping habits.
The article says that "almost four million people went shopping online on Christmas Day, rather than waiting for the sales to begin in town centres on Boxing Day – 21 per cent more than 2007."
This reaffirms the fact that any e-tailers who are running a Search Marketing campaign, should without doubt ensure their campaigns are active on Christmas Day in order to make the most of the bargain hunting shoppers. The competition in the market may be high and therefore the additional advertisers may cause the average CPCs of the market to increase, but the traffic coming through to your site on that day is highly likely to result in a purchase - providing the price is competitive.
Something to consider though is whether the increased demand during this time can be met by delivery times and product availability. I have experienced in the past some e-tailers who could not meet the demand for orders, which resulted in cancellations and refunds, and this also damaged their brand in the market.