Research: Insights Into How Retail & E-Commerce Marketers are Approaching the 2020 Holiday Season


Attentive surveyed over 300 leading retail and e-commerce brands to learn how they’re approaching the 2020 holiday shopping season. Read on for insights—plus actionable strategies—to help you plan for the upcoming holiday season.

This year, the holiday shopping season will take on a new form: consumers have shifted their shopping behaviors to shop primarily online, and they’re expected to begin shopping earlier than ever this year—some as early as October. 

While rapidly shifting consumer behavior and the acceleration of e-commerce sales have raised unique challenges, they’ve also presented new opportunities for brands to try new technologies and reach their audiences in engaging ways.

To help marketers plan for the holiday season ahead, we surveyed more than 300 leading retail and e-commerce brands to understand when they plan to start holiday sales and promotions (and if they’re changing their strategies this year); how they’re approaching digital channels (including personalized text messaging); and much more.

Attentive’s 2020 Retail & E-Commerce Holiday Marketing Report reveals insights into how brands are approaching the upcoming holiday season given the state of COVID-19 and its lasting impact—plus, provides key strategies for how to use text messaging to engage consumers and drive revenue. 

For example, our report found that 83% of retailers expect to drive more online revenue this holiday season as compared to last year’s. And, while 56% of retailers plan to start their holiday promotions several weeks earlier than usual, they still plan to offer their largest discounts during the week of Thanksgiving. 

Explore Attentive’s 2020 Retail & E-Commerce Holiday Marketing Report to learn:

  • When brands plan to begin their holiday season promotions
  • Which digital channels will play a key role in driving holiday revenue
  • How to handle operations, from brick-and-mortar to inventory considerations
  • Key holiday text messaging tactics for the holiday season

Explore the complete findings to ensure you’re prepared for a holiday season unlike any other. 

This article originally appeared by our friends at Attentive.

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Steve has entrepreneurship in his DNA. Starting in the early 2000s, Steve achieved eBay Power Seller status which propelled him to become a founding partner of, a contact lens and eyewear retailer. Four years later through a successful exit from that startup, he embarked on his next journey into digital strategy for direct-to-consumer brands.

Currently, Steve is a Senior Merchant Success Manager at Shopify, where he helps brands to identify, navigate and accelerate growth online and in-store.

To maintain his competitive edge, Steve also hosts the top-rated twice-weekly podcast eCommerce Fastlane. He interviews Shopify Partners and subject matter experts who share the latest marketing strategy, tactics, platforms, and must-have apps, that assist Shopify-powered brands to improve efficiencies, profitably grow revenue and to build lifetime customer loyalty.

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