E-commerce: A story goldmine
By Flickr user danielbroche
I was going to give holiday shopping a rest for a few days till this intriguing tidbit popped up on my radar screen: The second annual Free Shipping Day 2009 is set for Dec. 17.
That’s the date on which numerous retailers – online-only and bricks & mortar stores with e-commerce units – offer to waive shipping charges while still guaranteeing delivery by Christmas Eve, which falls one week later on a Thursday.
The event is organized by FreeShipping.Org, a year-round free-shipping-coupon aggregator. The founders say their impromptu brainstorm last year enlisted 250 household-name retailers last year with little more than two weeks notice, and they expect better turnout this year. Participating retailers ranged mass merchants like Kmart and Toys ‘R Us to boutiques like Sephora and Sur la Table.
Shipping charges can make or break an online sale, so your readers will welcome a personal finance feature adding this to their shopping strategy. Add to it the lowdown on Cyber Monday 2009, another e-commerce gimmick that aims to compete with the land-based Black Friday. Web sites abound; CyberMonday.net provides basic information and sales circular scoops for the Nov. 30 event, as well as links to coupons and other deals.
If you focus on a straight consumer story, be sure to seek out money-savvy blogs and shopping tips sites. A couple of my favorites include:
Jane4Girls: Savvy mom provides food and sundries for four people on $800 a year.
The Dollar Stretcher: An old standby on the frugal circuit.
SuddenlyFrugal: Well-known lifestyle expert Leah Ingram shares tips on deals and canny spending advice.
Analysts tracking online spending include Forrester Research and Nielson NetRatings. While primarily business-to-business consultants, they often provide stats and commentary to media outlets at holiday season.
If you happen to have a major catalogue or Web sales company in your backyard, lucky you. A behind-the-scenes warehouse and packing plant tour makes for a great multimedia feature.
Don’t overlook local retailers. You might be surprised at how many Main Street Merchants are attempting Web sales, as well. Within a stone’s throw of me are a gift shoppe, used-book store and craft outlet, all offering their wares via mail order.
At the opposite end of the spectrum, check in with the major national television shopping networks like QVC, HSN and ShopNBC. While most of their info is proprietary, they might give you some insight into shopping patterns in your metro area. After all, they’re in just about every one of your readers’ living rooms, and you don’t get much more local than that!
