Email is the top channel being used by small businesses this holiday season.
Among U.S. SMBs, 73% are deploying email to drive in-store traffic, according to a small business forecast by Ecwid, a provider of ecommerce software.
The second most-used channel is organic social media, (used by 70%), followed by word-of-mouth (66%) and paid social media (47%). Text messages are way down the list.
The numbers reflect an increasing shift to digital marketing in the face of the pandemic. Merchants expect the bulk of their sales on Black Friday and Cyber Monday to be online.