Home  › Stats › Audience/Traffic

Mondays are Big for Online Holiday Shoppers

  |  November 11, 2005   |  Comments

Holiday shoppers follow their weekend browsing with a visit online to make purchases.

Shoppers may head to bricks-and-mortar stores each weekend this holiday season, but many follow-up with online purchases on Monday. Atlas Institute's "2004-2005 Online Holiday Shopping" report says Monday is the day when most online shoppers make their purchases.

The noon- to 3 p.m. daypart on Mondays receives the most online traffic. The same daypart on Tuesdays is also busy. Researchers came up with three recommendations based on the data in the study: marketers should recognize the pattern and target shoppers with messaging that acknowledges the trend; e-tailers should work to make the transition from offline to online more seamless; marketers should further take advantage by tailoring email campaigns and advertising messages to people in the workplace.

"On Monday one thing people can do is take advantage of dayparts," John Chandler, senior analyst at Atlas, told ClickZ Stats. "The publisher, typically for a fee, will flight certain dayparts. You can get your impressions shown during peak time."

The daypart findings correlate with a daypart study the company released in September. The most popular daypart remains consistent throughout the year, but mid-week is usually stronger during non-holiday shopping months.

"It's the Monday peak phenomenon," said Chandler "It's a departure from the rest of the year."

Patterns in search parallel shopping online. Most clicks occur during the workday and during the workweek. Click-through rates are elevated in December. Mondays leading up to Christmas receive 12 percent more clicks than the average day. Keyword bids will likely increase to reflect the traffic of the season, researchers conclude.

In the five years since the report was first published, the peak of the online holiday shopping season delved further into December. The report places the busiest shopping day of the 2005 holiday season to occur on Monday, December 12, though high traffic will continue as late as December 19.

"If you order on December 19, it's four business days to get the gift by December 23," said Chandler. "I suspect December 19 will be strong, but you'll lose some portion of the population that feel it's cutting it too close."

Post holiday shopping are expected to remain high in January. It was exceptionally strong in 2005, and e-tailers should see a repeat in early 2006.

"Historically January has been strong with offline merchants, now we've seen that emerge online, " said Chandler. "It's mirroring the offline behavior."

Atlas anonymously analyzed holiday shopping behavior from November 22, 2004 to January 31, 2005 across 96 e-commerce clients.

ClickZ Live Chicago Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, Oct 3 to take advantage of Early Bird Rates!

ABOUT THE AUTHOR

Enid Burns

COMMENTSCommenting policy

comments powered by Disqus

ClickZ Stats delivers stats headlines to your inbox twice a week. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

IBM: Social Analytics - The Science Behind Social Media Marketing

IBM Social Analytics: The Science Behind Social Media Marketing
80% of internet users say they prefer to connect with brands via Facebook. 65% of social media users say they use it to learn more about brands, products and services. Learn about how to find more about customers' attitudes, preferences and buying habits from what they say on social media channels.

An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising

An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising
If you're considering implementing a marketing attribution model to measure and optimize your programs, this paper is a great introduction. It also includes real-life tips from marketers who have successfully implemented attribution in their organizations.

Jobs

    • Tier 1 Support Specialist
      Tier 1 Support Specialist (Agora Inc.) - BaltimoreThis position requires a highly motivated and multifaceted individual to contribute to and be...
    • Recent Grads: Customer Service Representative
      Recent Grads: Customer Service Representative (Agora Financial) - BaltimoreAgora Financial, one of the nation's largest independent publishers...
    • Managing Editor
      Managing Editor (Common Sense Publishing) - BaltimoreWE’RE HIRING: WE NEED AN AMAZING EDITOR TO POLISH WORLD-CLASS CONTENT   The Palm...