Dive Brief:
- A recent survey conducted by Bigcommerce found that a majority (70%) of small business (SMB) retailers plan to carry out their holiday promotions on social media.
- Further, 45% of SMBs surveyed plan to spend on social media ads.
- And though SMB retailers are doubling down on their social media plans, more than half of respondents reported that their holiday marketing spend accounts for no more than 20% of their annual budgets.
Dive Insight:
Small businesses are going social this holiday season, according to a new survey from Bigcommerce. The survey found that though SMBs only plan to allocate 20% of their annual budgets to holiday marketing spending, 45% have plans to spend on social media ads. Not only that, but a strong majority plan to focus their holiday efforts on their existing social media channels.
Meanwhile, 60% of smaller retailers said they are relying on their SEO online channels, with more than 30% budgeting for search engine ads. Many retailers still plan to use traditional tactics, such as email (60%). Some of the promotions retailers are implementing include percentage off discounts (58%) and free or expedited shipping (41%).
Though Bigcommerce did not break out individual social channels such as what percentage of retailers plan to focus on Facebook, Twitter or Instagram, Athelia Woolley LeSueur, co-founder and CEO of Shabby Apple, told Marketing Dive, "Instagram is definitely the most effective."
Shabby Apple has over double the amount of fans on Facebook and, according to the co-founder, Instagram is much more profitable. She said that if 70% of their marketing budget goes to social, 100% of that amount goes to Instagram, adding that the most impactful marketing strategy for their business is engagement.
"It’s not just getting followers; it’s about getting those followers to talk to you," Woolley LeSueur said.
