01.03.2017|Business Tech

2016 Holiday Retail Index by Verizon tracking digital commerce traffic

Methodology

The Verizon Retail Index tracks ecommerce traffic across Verizon’s broadband networks to the top 25 U.S.-based online retailers as identified by eMarketer based on annual revenue. The Index monitors network traffic throughout the holiday shopping season, including during signature events such as Black Friday and Cyber Monday. Additionally, the Index tracks mobile traffic across Verizon’s wireless network to provide ‘mcommerce snapshots’ of the season.

Key findings for the post-Christmas shopping market

25%

Increase (decrease) in traffic volume measured against each year’s 15 day average (Nov. 1-15) to account for year-over-year general network growth.

66%

Increase (decrease) in peak traffic measured against each year’s 15 day average (Nov. 1-15) to account for year-over-year general network growth.

‘Everything must go!’

Ecommerce activity continued to swell in the immediate days following Christmas, throughout Hanukkah and into the New Year’s weekend as consumers likely were redeeming gift cards and taking advantage of end-of-year clearance deals.

  •  Ecommerce traffic volume to U.S.-based retailers was up 25% on Sunday (Jan. 1) from this same day last year, making it one of the highest of the season after the Dec. 25, 26 & 27  trifecta.
  • Peak ecommerce volume also skyrocketed  on Sunday  (Jan. 1) – up by  66% – securing a spot on the season leader board. 

 

Key findings for December 25th

48%

Increase (decrease) in traffic volume measured against each year’s 15 day average (Nov. 1-15) to account for year-over-year general network growth.

78%

Increase (decrease) in peak traffic measured against each year’s 15 day average (Nov. 1-15) to account for year-over-year general network growth.

‘December 25th shopping activity: ‘e-mazing’

Ecommerce activity reached a feverish pitch on Christmas Day and the first full day of Hanukkah as consumers were likely purchasing last minute ecards, redeeming gift cards and using downtime to find great deals.

  •  Ecommerce traffic volume to U.S.-based retailers was up 48% on Sunday (Dec. 25) from this same day last year, shattering all previous records.
  • Peak ecommerce volume also skyrocketed  on Sunday  (Dec. 25) – up by  78% – breaking all previous records.

 

Key findings for the week before Christmas and Hanukkah

19%

Increase (decrease) in traffic volume measured against each year’s 15 day average (Nov. 1-15) to account for year-over-year general network growth.

43%

Increase (decrease) in peak traffic measured against each year’s 15 day average (Nov. 1-15) to account for year-over-year general network growth.

‘It’s a procrastinator’s wonderland.’’

Ecommerce activity soared in the run up to Christmas and Hanukkah as procrastinators took advantage of shipping guarantees for on time delivery, and the steep markdowns that retailers were offering to move inventory.

  •  Ecommerce traffic volume to U.S.-based retailers was up 19% on Thursday (Dec. 22) from this same day last year, hitting a season high to date.
  • Peak ecommerce volume also spiked on Thursday (Dec. 22) – up by a whopping 43% – though the Saturday of Thanksgiving weekend remains the record holder at 44%.

 

Key findings for the third week of December

16%

Increase (decrease) in traffic volume measured against each year’s 15 day average (Nov. 1-15) to account for year-over-year general network growth.

37%

Increase (decrease) in peak traffic measured against each year’s 15 day average (Nov. 1-15) to account for year-over-year general network growth.

‘Super Saturday is the new Black Friday’

Following lower YOY traffic volume during the week, the last full weekend before Christmas and Hanukkah saw the highest traffic of the season, edging out Black Friday weekend.

  •  Ecommerce traffic volume to U.S.-based retailers was up 11 % on Saturday (Dec. 17) and 16% on Sunday (Dec. 18) from these same days last year.
  • Peak ecommerce volume also spiked – up by 34% on Saturday and 37% on Sunday - posting some of the highest numbers of the season.

 

Key findings for the second week of December

11%

Increase (decrease) in traffic volume measured against each year’s 15 day average (Nov. 1-15) to account for year-over-year general network growth.

35%

Increase (decrease) in peak traffic measured against each year’s 15 day average (Nov. 1-15) to account for year-over-year general network growth.

T-12 days until the holiday weekend: The countdown is on!

While weekend ecommerce traffic spiked over these same days last year, the weekdays leading up to the weekend remained lower than 2015.

  •  Ecommerce traffic volume to U.S.-based retailers was up by 4 % on Saturday (Dec. 10) and 11% on Sunday (Dec. 11) from these same days last year, nearly mirroring last weekend. 
  • Peak ecommerce volume was also higher – up by 28% on Saturday and 35% on Sunday, also reflecting a similar pattern from last weekend.

 

Key findings for the first weekend of December

10%

Increase (decrease) in traffic volume measured against each year’s 15 day average (Nov. 1-15) to account for year-over-year general network growth.

27%

Increase (decrease) in peak traffic measured against each year’s 15 day average (Nov. 1-15) to account for year-over-year general network growth.

Weekends can make it or break it for retailers.

A healthy spike in weekend traffic demonstrates the importance of getting promotions right when consumers are focused on ticking items off their holiday shopping lists.

  • Ecommerce traffic volume to U.S.-based retailers was up by 4% on Saturday and 10% on Sunday from these same days last year. 
  • Peak ecommerce volume was also higher – up by 26% on Saturday and 27% on Sunday  – capping off a pattern of increasing peaks during the weekend.

 

Key findings for Cyber Monday

(-2%)

Increase (decrease) in traffic volume measured against each year’s 15 day average (Nov. 1-15) to account for year-over-year general network growth.

20%

Increase (decrease) in peak traffic measured against each year’s 15 day average (Nov. 1-15) to account for year-over-year general network growth.

Cyber Monday not all it’s cracked up to be

Despite the hype, Cyber Monday as a single day for online shopping may be losing its luster.

  • Ecommerce traffic volume to U.S.-based retailers on Cyber Monday was down from this same day last year.  Though still 11% higher than the 15-day average, last year it was 13% higher than on a typical day.
  • Peak ecommerce volume was 20% higher than average which represented a sharp decline from the previous weekend’s highs of 44 and 40% respectively.

 

Key findings from the holiday weekend

15%

Increase (decrease) in traffic volume measured against each year’s 15 day average (Nov. 1-15) to account for year-over-year general network growth.

40%

Increase (decrease) in peak traffic measured against each year’s 15 day average (Nov. 1-15) to account for year-over-year general network growth.

Black Friday deals kick off Cyber Monday shopping frenzy.

Digital commerce continued to soar over the holiday weekend as consumers took advantage of great deals from retailers.

  • Average daily ecommerce traffic volume to U.S.-based retailers over the weekend (Nov. 26-27) was up 10% and 15% respectively from these same days last year.
  • Peak ecommerce volume roared, reaching levels of 44% and 40% respectively on Saturday and Sunday.

 

Key findings from Black Friday 2016

9%

Increase (decrease) in traffic volume measured against each year’s 15 day average (Nov. 1-15) to account for year-over-year general network growth.

39%

Increase (decrease) in peak traffic measured against each year’s 15 day average (Nov. 1-15) to account for year-over-year general network growth.

A Black Friday fitting for the digital set.

Digital door busters did their part to bring consumers online en masse for holiday shopping.

  • Average daily ecommerce traffic volume to U.S.-based retailers on Black Friday (Nov. 25) was up 9% from this same day last year.
  • Peak ecommerce volume was a soaring 39% higher than 2015 levels, suggesting that the digital engagement strategies by retailers are effectively capturing consumer attention.

 

Key finding from Thanksgiving Day 2016

10%

Increase (decrease) in traffic volume measured against each year’s 15 day average (Nov. 1-15) to account for year-over-year general network growth.

22%

Increase (decrease) in peak traffic measured against each year’s 15 day average (Nov. 1-15) to account for year-over-year general network growth.

The new Thanksgiving Day normal: big meals and big deals!

Holiday shopping has now joined the Macy’s Thanksgiving Day Parade and football as annual family traditions.

  • Average daily ecommerce traffic volume to U.S.-based retailers on Thanksgiving Day (Nov. 24) was 10% higher than this same day last year.
  • Peak ecommerce volume was also 22% higher than 2015 levels, suggesting that the ‘digital door busters’ offered by retailers are proving effective. 

 

Key findings from the weekend before Thanksgiving

15%

Increase (decrease) in traffic volume measured against each year’s 15 day average (Nov. 1-15) to account for year-over-year general network growth.

35%

Increase (decrease) in peak traffic measured against each year’s 15 day average (Nov. 1-15) to account for year-over-year general network growth.

(-2%)

Increase (decrease) in traffic volume measured against each year’s 15 day average (Nov. 1-15) to account for year-over-year general network growth.

2%

Increase (decrease) in peak traffic measured against each year’s 15 day average (Nov. 1-15) to account for year-over-year general network growth.

It really is beginning to look a lot like Christmas.

It’s clear that the holiday shopping season has kicked off and that consumers are getting down to the business of shopping.

  • Initial findings from the Verizon Retail Index reveal that on Sun. (Nov. 20), average daily ecommerce traffic volume to U.S.-based retailers was a very healthy 15% higher than 2015 levels from this same day last year. 
  • Peak ecommerce volume also spiked and was 35% higher than this same day last year suggesting that consumers are responding favorably to the ‘sneak peek’ deals that retailers are offering ahead of the Thanksgiving weekend.
  • Peak mcommerce volume was 2% higher however from last year.

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