Online book war heats up
As the lucrative holiday season approaches, online booksellers are offering various services to differentiate themselves.
According to studies by Forrester Research, fourth-quarter online sales are expected to reach $750 million, with $156 million of that in book sales. With revenues like that up for grabs, online booksellers Amazon.com and BarnesandNoble.com are hedging their bets by offering special holiday promotions.
BarnesandNoble.com is tying its holiday promotions to an ad campaign on its affiliate network of sites, including CNN, Condé Nast, and USA Today, directing traffic to its gift center through ad banners as well as offering free shipping on orders over $50 through some banners.
Borders Books, which is expected to launch its online store sometime early next year, is missing out on what is shaping up to be a very strong quarter for electronic commerce. Aside from not being able to share in fourth-quarter online sales, Borders will have to overcome missing out on customers who are making their first foray into holiday shopping online this year.