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November 12, 2012

Facebook Sellers Expect Solid Holiday Sales

It is should be a merry Christmas for Facebook sellers this season, a new study has found.

Forty-nine percent of Facebook sellers expect their holiday sales to increase from last year, according to a study by Payvment. Only 13 percent expect a drop in sales.

“Facebook sellers are continuing to invest in promoting their storefronts via Facebook ads, deals and promotions …  and aggressively marketing their stores via … social channels such as Twitter and Pinterest,” says Payvment CEO Jim Stoneham in a statement.

To kick off the holiday shopping season, 48 percent of respondents are planning promotions:

• 34 percent plan to offer free shipping.

• 23 percent plan to offer up to a 10 percent price discount.

• 18 percent plan to offer a discount of up to 20 percent.

While free shipping is the most common deal sellers plan to offer over the holidays, those with more than 500 fans are most likely to offer a price discount of 11 to 20 percent.

Forty-two percent of respondents report having used Facebook Ads (up from 38 percent in Q1 of 2012), and more than 65 percent say they plan to use Facebook Ads again.

Sellers cite effectiveness in fan and customer acquisition as their No. 1 reason (65 percent) for planning more Facebook Ad campaigns. Other reasons are:

• The ability to start and stop campaigns (61%).

• Facebook Ads’ ease of use (55%).

• Facebook’s ad targeting capabilities (48%).

Eighty percent of sellers market their storefronts and products on their Facebook page, and 82 percent plan to continue to do so.

Twitter is the No. 2 marketing medium to drive traffic, with 35 percent of sellers posting tweets to push shoppers to their storefronts, while 41 percent of sellers plan to use Twitter to market their store in the next six months.

Pinterest is the third choice for marketers with 20 percent of sellers using the site while 32 percent plan to do so.