Key Takeaways:

• E-commerce sales are climbing, but consumer caution means competition is tougher than ever.
• Innovation, multi-channel marketing, and creative testing are no longer optional—they’re survival tools.
• Direct mail + digital produces extraordinary results.
• AI, CTV, and social commerce are now critical growth drivers.
• AEO (Answer Engine Optimization) is the future of search visibility—and you can’t afford to ignore it.
• Companies who act now will capture share this Christmas and position themselves for explosive growth in 2026.

 

E-commerce is skyrocketing.

And the way to achieve e-commerce success is changing daily.

Add to that a volatile consumer climate—shaped by inflation, tariffs, and economic uncertainty—and you’ve got a fourth quarter and Christmas season unlike any we’ve seen before.

Here’s what you need to know right now:

• In Q2 2025, U.S. e-commerce sales hit $304.2 billion, up 5.3% from a year earlier. E-commerce now makes up 16.3% of all retail sales.
• Globally, retail e-commerce sales are projected at $6.42 trillion in 2025, up 6.9% from 2024.
• Deloitte forecasts 7%-9% growth in U.S. online sales this Christmas season, estimating $305-$310 billion in revenue.

Bottom line: Consumers are cautious. Competition is fierce. And only those who adapt will thrive.

Here are the 9 things you must know—and act on—now.

1. Constant Innovation in Strategy & Techniques

What worked in 2023 or early 2024 won’t cut it in 2025.

• AI-driven personalization.
• New E-commerce strategies.
• Smarter attribution models.
• New changes on old platforms—and new platforms altogether.
• Growing costs… more competition.

If you’re not A/B testing creative, copy, offers, and channels every week, you’re falling behind.

The marketers who test are the marketers who win.

2. Omnichannel + Emerging Channels [Increase response by 89%]

It’s no longer enough to do web + email + social.

• Connected TV (CTV) is now a major conversion driver. Viewers see your ad and act immediately on a second screen.
• Mobile experience is everything.
• Video commerce and voice search are growing fast.

And here’s the kicker: Companies using true multi-channel marketing see response increase by 89% compared to single-channel.

3. Optimize Landing Pages & Website Performance

Your website is your cash register. If it’s slow, clunky, or confusing—you’re bleeding sales.

• Mobile-first design.
• Lightning-fast load times.
• Frictionless checkout.
• Multiple payment options.
• Social proof front and center.
• Direct response copy.
• Direct response offer.
• AEO Optimized (see below).
• A Powerful Floater.
• Direct Response Video.

Small changes here = big revenue lifts.

4. Direct Mail Isn’t Dead—It’s More Powerful

Direct mail, when integrated with digital, is delivering some of the highest ROI we’ve seen in years.

It cuts through the digital clutter. It drives credibility. It reaches decision makers and prospects who tune out email.

And when combined with retargeting and digital follow-up, it becomes unstoppable.

5. Promotions, Pricing & Discounts

Consumers are price-sensitive and watching closely.

Plan now:

• Deep vs. shallow discounts.
• Free shipping thresholds.
• Loyalty rewards.
• Limited-time bundles.

Protect margins by being strategic—not reactive.

6. Customer Retention & Lifetime Value

It costs 5-7x more to acquire a new customer than to keep one.

This Christmas, focus on:

• Loyalty programs.
• Surprise-and-delight bonuses.
• Hassle-free returns.

Retention is your hidden profit center. And in bad time your bank.

7. Social Commerce & Influencer Micro-Marketing

TikTok. Instagram. YouTube. Rumble.

Shoppers are discovering and buying directly on these platforms.

Ignore this channel at your peril.

8. Early Start & Creative Testing

Christmas now starts in October. If you’re waiting until Black Friday, you’re too late.

• Launch early campaigns.
• Test multiple creatives, hooks, and offers.
• Use UGC (user-generated content) and responsive video to keep campaigns fresh.

Creative fatigue kills response—testing keeps it alive.

9. AEO (Answer Engine Optimization)

Search has changed forever.

Your prospects aren’t just Googling—they’re asking ChatGPT, Gemini, XAI and other AI engines for answers.

If your company isn’t optimized for these new AI-driven search platforms, you won’t even show up when buyers are making decisions.

AEO is the new SEO. Ignore it, and you disappear. Embrace it, and you dominate.

If your e-commerce program isn’t solid on these points, here’s what you risk this season:

• Bleeding margin with underperforming strategies and tactics.
• Losing market share to competitors.
• Wasting ad spend on bad creative or mis-targeted audiences.
• Under-leveraging retention: costs of regaining a lost customer are far higher than keeping one.

On the flip side, companies who lean into these strategies are often able to grow 4^th quarter and Christmas sales faster, increase profitability, and build a stronger customer base.

Action steps:

If you feel like your marketing plan is solid – great. But if there are weak spots (which nearly every e-commerce business has), you can fix them without hiring more staff. That’s where we come in.

At my ad agency CDMGinc.com:

• We bring state-of-the-art targeting, creative testing, and digital placements that deliver measurable ROI.
• We’ve already tested over 10,000 variables in digital marketing campaigns AND mailed over 10 million pieces of mail this year alone.
• We’ve won over 120 awards for marketing and adveritisng excellence.
• We know how to punch above your weight: maximize revenue and margins, optimize conversion – all with the team you already have.

If you’re not maximizing 4^th quarter and Christmas profits, don’t wait another week. Contact us for a free audit of your e-commerce and digital marketing system. Let’s plug the leaks, amplify what works, and help you win Holiday 2025.

Call Michael Oppenheimer at 615-933-4647 or email him at [email protected].

FAQs:

Q: My e-commerce program is already working. Why change it?
A: Because consumer behavior and digital platforms are changing faster than ever. What worked last year won’t be enough this Christmas.

Q: Isn’t direct mail old-fashioned?
A: Not when it’s integrated with digital. Direct mail + digital retargeting produces some of the highest ROIs we see across campaigns.

Q: How do I know if my website is “good enough”?
A: If it’s not lightning-fast, mobile-first, and conversion-optimized, you’re losing sales daily. Even a 1-second delay can cut conversions by double digits.

Q: What exactly is AEO?
A: Answer Engine Optimization ensures your brand is the answer when prospects ask AI search tools like ChatGPT or Gemini for recommendations. If you’re not optimized for AEO, your competitors will be.

Q: Do I need to hire more staff to implement all of this?
A: No. That’s the beauty. With the right partner, you can integrate these strategies without adding headcount.

About Craig Huey:

Craig Huey is President of Creative Direct Marketing Group (CDMGinc.com), a 30-year leader in direct response advertising and multi-channel marketing. Under his leadership, CDMG has:

• Tested more than 10,000 digital marketing variables.
• Mailed over 10 million pieces of direct mail in the last year alone.
• Won more than 120 awards for marketing excellence.

Craig is also the publisher of Direct Marketing Update, the trusted newsletter for company presidents and marketing directors looking to maximize ROI with cutting-edge, accountable advertising strategies.

Let CDMG Be Your Partner in Driving Growth 

Media Help, Copy Help, Testing Help, D2C, and e-Commerce Help 

CDMG is more than an ad agency 

Let us be your second opinion 

CDMG’s award-winning team, run by marketing veterans Craig and Caleb Huey, is dedicated to improving your advertising, marketing, branding, and bottom line with a proven approach that maximizes response rates and ROI. 

With expertise in media, data, digital, and creative strategy, we’ve earned over 120 prestigious awards, in 2024 alone. 

Why CDMG? 

• Proven Success: 120 prestigious awards in 2024 alone. 

• Data-Driven Strategy: We don’t guess. We know what works. Our campaigns are crafted with precision to deliver maximum ROI. 

• Expertise Across the Board: From media buying to digital copywriting, testing, and direct-to-consumer strategies—we’ve got it all covered. 

• Real Results: We’ve helped launch new products, reposition brands, and turn small businesses into multimillion-dollar success stories. 

Let us help with your video needs!
We produce:
• Pre-roll videos
• Video sales letters (VSLs)
• TV commercials
• Infomercials
• Addressable TV
• Videologs
…and much more! 

Our team has launched new products… and helped reposition companies to a higher level. Our strategies and tactics have generated leads, and built powerhouse e-commerce programs that have helped turn small businesses into multimillion dollar success stories and grown large companies. 

Our formula is data driven, accountable advertising that supercharges your growth. Every campaign is crafted precisely, focusing on what matters most to drive your success. 

Let’s discuss your marketing challenges and give you a second opinion. 

Contact Michael Oppenheimer at 615-933-4647 or email him at [email protected]. 

Start transforming your marketing results today with CDMG, Inc.