Social media marketing boosts Christmas sales

Increased use of social media marketing led to improved Christmas sales for online retailers in the weeks leading up to the festive season, it has been claimed.

Online market analyst comScore reveals that the full period from November 1st until Christmas Eve saw five per cent more being spent online by shoppers.

This is in spite of a slight fall in spend per person, as more people chose to purchase their gifts online in major economies around the world.

In the US, snowstorms are suggested as one causing factor behind why many people may have opted to stay at home in order to shop.

But social media marketing is also singled out for mention by comScore chairman Gian Fulgoni.

"Retailers substantially boosted their use of social network marketing and the larger retailers significantly outperformed their smaller brethren," he says.

He adds that the greatest success was seen by retailers with aggressive marketing strategies and offers such as free shipping.

Until December 20th, the increase in spending had reached four per cent; however, a 13 per cent increase during the US snowstorms of December 19th-20th helped to take the final full week before Christmas to an above-average growth rate of six per cent.

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