From the “should be obvious” department…

Free shipping offers can lead to more holiday sales – Internet Retailer.

I appreciate the headline, but there is a telling quote in the article:

More than half of all transactions (in the 2010 Holiday Season) included free shipping…

That’s pretty cool.  I can’t tell if I’m surprised that the number is this high or this low. (I wonder how they account for Prime sales?)

The article also includes some good suggestions from Forrester to increase on line sales even further.