Retailers are ramping up their ad spending in time for the holidays and it will soon be apparent.
In fact, ad spending on mobile is poised to hit record heights this year, the impact of which could be eCommerce similarly reaching record heights.
By eMarketer‘s latest estimates, US retailers are on pace to increase digital ad budgets by 15.7% to $9.50 billion.
Much of that spending can be expected to focus on drawing holiday shoppers, as the last months of the year account for a disproportionate share of retail revenues. eMarketer predicts 23.5% of all US retail eCommerce sales this year, for example, will take place in November and December, amounting to $61.8 billion. eMarketer estimates US retail ecommerce sales will grow 16.4% to $262.3 billion this year.
“Retailers already spend more than any other vertical industry on digital advertising,” eMarketer reports, “and this year’s increases are expected to give the industry a 22.3% share of total US digital ad spending—identical to last year’s share. This figure is expected to fall slightly in coming years as the overall market grows slightly faster than retail.”