The e-retailer spends at least 50% of its monthly display ad budget on the highly targeted, data-driven—and often cheap—ad placements using programmatic platforms.
The percentage of consumers shopping online for Father’s Day increases this year.
More consumers will shop online this year for Father’s Day, with 28.4% of respondents to a National Retail Federation survey planning to buy from web merchants, up from 22.1% last year. The trade group’s findings are based on a survey conducted between May 5 and May 8 of 8,789 consumers.
Those shoppers also will spend slightly more for the annual holiday honoring dads, $177.75 on average, up 2.4% from $173.64 in 2011.
Mobile devices will come in handy, with 56.8% of respondents planning to use tablets to research products and compare prices, and 43.9% planning to do the same with smartphones. 26.1% of respondents will use smartphones to make purchases, compared with 43.5% who will do so with tablets.
Another survey by shopping comparison provider PriceGrabber—this one of 4,450 U.S. online shoppers—found that 59% of them will shop online because of free shipping offers from e-retailers. 48% will shop online because of lower prices, while 38% plan to use coupons online. Respondents could select more than one answer.
PriceGrabber also found that 57% of respondents said they plan to spend less than $100 on Father’s Day this year. The rest will spend between $100 and $249 (21%), more than $250 (11%) or don’t have a budget for the holiday (11%).
Some notable Father’s Day promotions this year include:
• Special dad-themed gift baskets at GourmetGiftBaskets.com, No. 484, such as for golf or fishing enthusiasts, the latter basket coming complete with gummy worms
• Free two-day shipping on Father’s Day gifts at Vidzea.com, an e-retailer that uses videos to showcase lifestyle goods.