Dec
06
2013

Holiday Hot Sheet – Peak Week wrap up

What’s hot this week:

  • Peak shopping days, from the Wednesday before Thanksgiving through Cyber Monday, posted a 20 percent year-over-year increase in email volume. Thanksgiving had the largest volume we have ever seen for that day as many brands promoted store openings on Thanksgiving with both in-store and online offers.
  • The big winners online for the Black Friday through Cyber Monday weekend were Amazon, GameStop and Newegg which all showed growth in visits on key dates since 2012.

Email highlights and trends: The peak shopping days

The peak shopping days from the Wednesday before Thanksgiving through Cyber Monday posted a 20 percent year-over-year increase in email volume. Thanksgiving had the largest volume we have ever seen for that day as many brands promoted store openings on Thanksgiving with both in-store and online offers. Cyber Monday clearly started as soon as Black Friday ended, with both Saturday and Sunday posting huge volume gains.

YoY-email-volume-across-key-shopping-days

While we do not yet have 3-day performance metrics for Cyber Monday, we have looked at the email transactions and revenue for just this past week of Sunday, November 24th through Saturday, November 30th. The total number of transactions received during this peak week matches those received during the peak week of 2012, and overall email revenue increased this year by over 18 percent.

Consumer insights: Thanksgiving Day, Black Friday, and Cyber Monday

Thanksgiving Day, Black Friday, and Cyber Monday this year chalked up nearly identical amounts of traffic with total visits for the three holiday milestone shopping days to the Hitwise® Retail 500 coming in at just over 190 million visits each day. Compared to 2012, 2013 traffic was virtually flat on these key dates, but given that Thanksgiving this year was a week later than last, many consumers were likely under pressure to get a jump start on their holiday shopping rather than waiting until Santa made his official debut.

Of course, certain retailers did better across all three days than in years past, including Amazon, GameStop, and Newegg. Amazon, which has been consistently posting solid year-over-year increases in total visits, continued its strong performance across the peak days with total visits 47 percent higher on Thanksgiving, 34 percent higher on Black Friday, and 24 percent higher on Cyber Monday when compared with the same days in 2012. GameStop, bolstered by the release of two new major gaming consoles—the Xbox One and the PlayStation 4—posted year-over-year increases in total visits between 35 percent and 43 percent across the three peak days. Newegg.com also performed exceptionally well in a year where the vast majority of hot products are tablets, smartphones, gaming consoles and other electronic gadgets. Total visits to the site were up between 43 percent and 46 percent versus 2012 on key shopping dates.

Top-visited-retail-sites-Thanksgiving-2013

Walmart and Staples also posted strong visit increases on both Thanksgiving and Black Friday, but with Cyber Monday visits either flat or slightly down over 2012. Specifically, Walmart, the number two ranking site across all three days, with between 8.9 and 13.9 percent of total visits to the Hitwise Retail 500 across all three days, registered a 7 percent increase in total visits on Thanksgiving Day and a 10 percent increase on Black Friday versus 2012. Staples, with a visit share between 0.66 percent and 0.88 percent, attracted 45 percent more visits on Thanksgiving this year and 19 percent more visits on Black Friday relative to last year.

Top-visited-retail-sites-Black-Friday-2013

Forever 21 and Hollister also had an exceptionally good Peak Week. In fact, on Thanksgiving Day, Hollister claimed the 18th rank on our list with visits exceeding those of the Apple Store. Compared with 2012, visits to Hollister on Thanksgiving Day were up 75 percent. Meantime, Forever 21 made its strongest showing on Cyber Monday with 0.63 percent of total visits to the Hitwise Retail 500. Visits to the retailer’s site on Cyber Monday this year were up 73 percent year-over-year.

Top-visited-retail-sites-Cyber-Monday-2013

For additional insights watch our on-demand webcast covering Peak Week shopping this year. And download the full hot sheet for even more holiday data.


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