LinkShare today unveiled online shopping data from its performance
marketing network that provides deeper insight into consumer Valentine's
Day purchasing behaviors. By identifying the biggest online shopping
days and top selling products during the Valentine shopping season,
online advertisers and publishers can develop more targeted and
For retailers looking to maximize their reach and align their marketing
strategies with online consumer behavior, affiliate marketing is a
strategically important channel. In a recent study by Forrester
Consulting, in conjunction with Rakuten LinkShare, it was found that
consumers visit on average 2.7 sites before making an online purchase.1
"For Valentine's Day gift ideas, consumers are looking across the Web
for selection and value," said Nilton Duque, director of marketing, Ice.com.
"Affiliate Marketing continues to be a strong channel for driving
traffic, finding new customers and driving sales because it helps
consumers find exactly what they're looking for while helping us to
promote our entire product inventory."
According to the data, the top three sales categories for the years
2010-2012 were luxury items, jewelry and flowers. Further, the highest
overall sales spike across these top three categories occurs from
February 6-10 with February 8 being the day with the highest peak, on
average, in online sales. However, each category has its own sales peaks.
Specifically, online luxury sales peak on February 9, jewelry sales
increase consistently from January 30 through February 10 with the peak
occurring the first weekend in February, and online orders for flowers
spikes from Februry 5-13 with the peak occurring on the 13th.
Based on the information gathered over the past three years, online
advertisers can anticipate similar behaviors this Valentine's Day.
"While performance marketers have always built online campaigns around
these traditional Valentine's Day purchases, data from the Rakuten
LinkShare network provides additional insight that will influence
campaigns and the types of real-time offers that will prompt consumers
to respond," said Alex Czurylo, senior director of analytics and
reporting, Rakuten LinkShare. "When you have a tremendous opportunity
and such a short window of time, it's critical to know exactly when to
amplify your efforts so that you are reaching the right customers with
the right offers at the right time and our network data helps retailers
identify these trends year-over-year."
According to the National
Retail Federation, consumers spent an estimated $17.6 billion last
year on Valentine's Day and twenty percent of purchases were made online.2
As consumers become more comfortable buying luxury items online and
technology enables last minute purchases, Valentine's Day presents more
opportunities for advertisers and publishers to see increased sales and
About Rakuten LinkShare Corporation
Rakuten LinkShare provides online retailers and other businesses with
expert online marketing services and solutions. Rakuten LinkShare's
affiliate marketing network, search marketing services, lead generation
campaigns and retargeting solutions can acquire new customers, increase
revenue and drive overall results while achieving target return on ad
spend. Rakuten LinkShare clients are Fortune 500 and other prominent
companies doing business online, including J.C. Penney,
1-800-Flowers.com, American Express and Avon Products. The company was
founded in 1996 and is headquartered in New York City, with offices in
San Francisco, Chicago, Tampa, London, Tokyo and Sydney. For more
information, please visit: www.linkshare.com.
Rakuten, Inc. (JASDAQ:4755), is one of the world's leading Internet
service companies, providing a variety of consumer- and business-focused
services including e-commerce, e-reading, travel, banking, securities,
credit card, e-money, portal and media, online marketing and
professional sports. Selected by Forbes as 7th among the World's Most
Innovative Companies of 2012, Rakuten is expanding globally and
currently has operations throughout Asia, Western Europe, and the
Americas. Founded in 1997, Rakuten is headquartered in Tokyo, with over
10,000 employees worldwide. For more information, visit http://global.rakuten.com/corp/.
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1 Source: "Affiliate
Marketing - The Direct and Indirect Value that Affiliates Deliver to
2 Source: National Retail Federation.
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