The 2005 Shop.org/BizRate Research Online Holiday Mood Study released by BizRate Research last Thursday states that 92% of online-only retailers will be counting on at least some form of off-line advertising for this holiday season. That's just a smidgen below the 93% of multi-play retailers that plan to advertise off-line.

Other findings include:

  • 63% of merchants say they’ll use catalogs
  • 59% of merchants say they’ll use direct mail
  • 54% of online retailers will try to drive traffic to their sites with magazine advertising
  • 35% of online retailers will try to drive traffic to their sites with television
  • 60% of online retailers will start their holiday marketing by the end of October





  • About the Author

    Jennifer Laycock is the Editor of Search Engine Guide, an educational web site aimed at translating the search marketing world into something that small business owners can understand. Jennifer specializes in common sense search engine marketing, viral marketing and customer outreach via social media and blogs. A former search marketing consultant and in-house trainer, Jennifer’s clients have included companies like Verizon, American Greetings and Highlights for Children. Her primary clients now are a little girl named Elnora and a little boy named Emmitt.

    Jennifer Laycock is the Editor of Search Engine Guide, an educational web site aimed at translating the search marketing world into something that small business owners can understand. Jennifer specializes in common sense search engine marketing, viral marketing and customer outreach via social media and blogs. A former search marketing consultant and in-house trainer, Jennifer’s clients have included companies like Verizon, American Greetings and Highlights for Children. Her primary clients now are a little girl named Elnora and a little boy named Emmitt.