Shipping Promotions Major 2013 Holiday Focus

Jan 27, 2014 1:58 PM  By

free_shipping_300A new study by Innotrac has found that the most popular types of promotions offered by merchants over the 2013 holiday season were shipping offers.

According to the SmartHub Benchmarking Study: Holiday Promotions, 34% of all promotions offered in holiday 2013 were shipping related and the single most offered promotion during the holidays was free shipping.

Thirty-percent of merchants offered free shipping on Thanksgiving and Black Friday, 38% on Free Shipping Day, and the highest incidence of Free Shipping occurred on Cyber Monday with 44.5%, according to the study. While shipping offers topped the list of promotions during the holiday season, according to the study, less than 19% of merchant’s offered free shipping on all orders throughout the rest of the shopping year.

During the course of the regular shopping season, according to the report, 40% to 45% of retailers do not offer free shipping at any price point. However, during the holidays that number dropped to 30-34% for all days except for Cyber Monday where only 23% of retailers did not offer free shipping options, according to the report.

Free Shipping offers spiked on Cyber Monday with 45.7% of retailers offering the service on all orders and only 22.5% providing no free shipping options at all.

Erin Lynch is the senior content producer at Multichannel Merchant. Erin can be reached (203) 899-8461 or connect with her socially on Twitter, Google+, and LinkedIn.