E-commerce shopping activity reaches new heights on New Year’s Day
All was not quiet on New Year’s Day for online retailers and their customers.
According to Verizon Retail Index data, broadband traffic attributed to e-commerce shopping activity reached new heights over the New Year’s holiday weekend (Jan. 1-3). E-commerce traffic posted highs of 28%, 32% and 36% respectively above average daily levels on those three days – a similar pattern to the prior year. Notably, Sunday posted the highest activity of the season to date which is consistent with a trend identified by Verizon during the 2014 season.
However, mobile traffic attributed to m-commerce was lower (98%, 99% and 97% of normal levels) than usual over the holiday weekend. Year-over-year, overall traffic was higher during the same period in 2014.
“As expected, retailers rang in the new year with a bang as they rallied to the finish line to move merchandise including excess winter inventory,” said Michele Dupré, group VP of retail, hospitality and distribution for Verizon Enterprise Solutions. “Retailers enticed consumers with time-bound promotions to create a sense of urgency and consumers with extra time on their hands due to the long holiday weekend appeared to respond in droves.”
Dupré believes these findings indicate there is still time to capture wallet share through Saturday, Jan. 9 as the season begins to wind down. In addition, mobile engagement will be key as many consumers return to work.