With the rise of Black Friday, Small Business Saturday, Cyber Monday, Green Monday, Super Saturday, and Boxing Day, the definition of “the holidays” has expanded substantially. While these retail days have helped distribute the holiday rush across a wider range, they’ve also made holiday campaign planning far more complex.

But where there is complexity, there is also opportunity.

Below, we’ve assembled 39 important stats that give you clues into how the holidays, and e-commerce in general, are changing. If you’d like to learn some actionable steps you can make to take advantage of these trends, be sure to check out our Ultimate Guide to Holiday Planning and our entire Holiday Toolkit here.


1) In 2016, mobile accounted for 50.3% of all e-commerce traffic. Surpassing desktop for the first time ever.


2) 38% of marketers do not use personalization in their marketing efforts.


3) 25% of shoppers said they did some holiday shopping before Halloween.


4) 49% of e-commerce marketers will have created and launched a holiday marketing campaign before Halloween.


5) The National Retail Foundation reports that over 40% of people plan to begin their holiday shopping by October.


6) October is also the starting point for rising  CPMs—with November seeing 18% higher rates than just the month before.* View our CPM calendar here.


7) 12% of people plan to begin their holiday shopping before September.


8) The average cost-per-click (CPC) can jump 20% or more in November compared to just a couple months prior.* View our CPM calendar here.

adroll holiday cpm chart

9) Marketers who ran prospecting and retargeting campaigns simultaneously in November saw an average 32% more impressions served than marketers who ran retargeting alone.*


10) July-October saw CPMs at least 15% less than November and roughly 25% less than December, with little to no decrease in the number of impressions served.*


11) The average online shopper spends $380 on Black Friday.


12) Email marketing drove 27.3% of orders on Black Friday.


13) One influencer sharing your content can lead to a 31.8% increase in social shares.


14) Five influencers sharing your content can quadruple the number of social shares.


15) It costs 5x as much to acquire a new customer as it does to maintain a current one.


16) A 5% increase in customer retention can result in a 25–95% increase in overall profits.

17) In 2017, the Baymard Institute looked at 37 cart abandonment studies and found that the average online shopping cart abandonment rate is 69%.


18) 61% of shoppers abandon their cart because of extra costs such as shipping, taxes, etc.


19) 35% abandon their cart because the website asks them to create an account


20) 27% abandon their cart because the checkout process was too long and complicated


21) Adding user reviews to your website can improve conversions by 161%


22) Free shipping was deemed the second most important factor for shoppers when purchasing online.


23) 93% of shoppers take action for free shipping.


24) AdRoll’s State of Performance Marketing Report found that marketers spend over 70% of their budgets on prospecting and converting new users.


25) More than half of shoppers look for ideas and deals on social channels. Consumers aren’t just shopping for gifts; they’re shopping for gift ideas.


26) According to a Nielsen study, over 90% of consumers trust recommendations from strangers and influencers over those from brands. 


27) 95% of shoppers say their most credible source of information is their friends.


28) For every dollar brands spend on influencer marketing, they can see $6.50 in return.


29) User-generated content can increase CTRs for Facebook ads by up to 300%


30) User-generated campaigns also show a 50% lower CPC and CPA.


31) For apparel, people who are looking at user-generated content convert at a 207% higher rate than people who are not looking at UGC.


32) For beauty, people who are looking at user-generated content convert at a 213% higher rate than people who are not looking at UGC.


33) Across all industries, people who look at user-generated content convert at a 161% higher rate than people who are not looking at UGC.


34) If the feedback on a site is entirely positive, 95% of visitors believe the reviews are fake or company-screened.


35) 63% of consumers said they would likely share a link for a holiday contest.


36) 60% of shoppers say they plan to start making more purchases on their smartphones.


37) 54% of shoppers say they’re more likely to shop with a retailer that makes it easy to buy on several devices.


38) 38% of shoppers now say they will not return to a retailer’s website if it’s not mobile optimized.


39) 22% of shoppers research a product on their smartphone while in store.


If you’d like to get more context on these stats as well as some actionable tips on how to plan a better holiday campaign these year, be sure to check out our entire holiday toolkit below. It includes checklists, calendars, heat maps, and advice from influencers and partners on what has worked for them. Download it for free right here.




*Data pulled from all spending AdRoll customers from July through December 2016, unless otherwise noted.