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Three days into December and we running, on average, 25% of November orders already and 33% of November gross sales. In three days. My shipping guys are getting bombed. I have no idea why at all. Our marketing is standard. A couple of sites are tanking, a couple are where they ought to be - but we are hitting several home runs. I am very happy. That planned 42" Panasonic plasma may be upgraded to a 50":))
January and February are usually harder on us overall, so we try to put a little extra aside for marketing to keep an average; one reason that we don't press big on December. I'd rather be in niches that are steady month after month. The boom will end soon enough.
AdWords CPC was a little higher but higher ROAS offset that nicely. I'd say the big players Q4 reports will be rosy.
The most worrying trend I have seen: my big ticket, winter seasonal items have nearly fallen off the map. Dead in the water across my sites. However, low margin, small order items are doing same or better.
(btw, haven't heard of anyone dying in a stampede at Walmart.com)