11.20.2017Updated on 01.02.2018Enterprise Tech

2017 Holiday Retail Index by Verizon tracking digital commerce traffic

By: Maria Montenegro

The Holiday Retail Index by Verizon monitors daily traffic volume to the top 25 U.S.-based online retailers throughout the holiday shopping season.

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Key findings from New Year’s weekend 

eCommerce traffic change 2016 vs 2017 for Sun., Dec. 31.

15%

eCommerce traffic change 2017 vs 2018 for Mon., Jan. 1.

32%

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.

‘New Year's Day caps strong post-Christmas retail push: up 32% over 2017’

Ongoing incentives from retailers combined with downtime and bitter cold weather likely contributed to very healthy ecommerce traffic over the New Year’s weekend.  

  • The Holiday Retail Index revealed a 15% jump in daily ecommerce traffic volume over New Year’s Eve (Dec. 31) last year.
  • Ecommerce traffic volume spiked even higher on New Year’s Day (Jan. 1) to 32% over this same day last year.
Michele Dupré
Group Vice President, Retail, Hospitality & Distribution, Verizon Enterprise Solutions
Retailers have been successfully wrapping up the season as consumers rang in 2018 by taking advantage of end of year promotions and other appealing offers. The big chill in much of the country likely helped to heat up the digital marketplace too.

 

Intro copy - dec 26

Description 

Extended shipping deadlines and other delivery incentives from retailers likely contributed to healthy ecommerce traffic in the week leading up to Christmas.

Headline Color 
Black

Retailers appear to be finishing strong as many consumers shopped online and in stores during the days before Christmas. It’s not a wrap yet as this week offers fresh opportunities to incentivize consumers with e-cards to redeem and optimism to spend.

Michele Dupré, Group Vice President, Retail, Hospitality & Distribution, Verizon Enterprise Solutions

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Key findings from the week before Christmas

eCommerce traffic change 2016 vs 2017 for Fri., Dec. 15.

16%

eCommerce traffic change 2016 vs 2017 for Sat., Dec. 16.

17%

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.

‘‘T-seven days, it’s go time…’

Consumers appear to have been motivated by Free Shipping Friday and enticing promotional offers.  

  • The Holiday Retail Index revealed that on Friday (Dec. 15), average daily ecommerce traffic volume to U.S.-based retailers spiked 16% from this same day last year. 
  • This traffic pattern held over to Saturday (Dec. 16) which showed a 17% year-over-year increase in average daily traffic volume. 
Michele Dupré
Group Vice President, Retail, Hospitality & Distribution, Verizon Enterprise Solutions
A perfect storm of last minute shopping, final standard shipping deadlines and great deals continued to drive strong digital commerce activity over the weekend. Retailers need to pull out all of the stops ahead of Super Saturday for a strong finish.

 

Intro copy -12-15

Description 

With the Christmas countdown clock ticking louder, the coming days for retailers will be critical for incentivizing consumers, including the lucrative procrastinator market, and converting interest to sales.

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Black

The race is now on and the next hurdle for retailers will be sustaining customer engagement while successfully managing inventory and logistics during the Christmas rush. Retailers will need to have tricks up their sleeves to best the competition.

Michele Dupré, Group Vice President, Retail, Hospitality & Distribution, Verizon Enterprise Solutions

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Key findings from the first weekend of December 

eCommerce traffic change 2016 vs 2017 for Sat., Dec. 2.

-18%

eCommerce traffic change 2016 vs 2017 for Sun., Dec. 3.

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.

  ‘A sales channel for all occasions – why a multi-channel strategy will always matter.’

Consumer focus appears to have shifted to weekend activities and other sales channels with an online rebound by Sunday.  

  • The Holiday Retail Index revealed that on Saturday (Dec. 2), average daily ecommerce traffic volume to U.S.-based retailers was down by 18% from this same day last year. 
  • By Sunday (Dec. 3), average traffic volume had bounced back and was 2% higher than this same day last year.
Michele Dupré
Group Vice President, Retail, Hospitality & Distribution, Verizon Enterprise Solutions
After a successful Cyber week, a trifecta of warmer weather, holiday events and enticing store promotions likely resulted in strong foot traffic on Saturday. Retailers need to aggressively come out of the gate with creative offers ahead of this weekend.

 

Key findings from the holiday weekend 

eCommerce traffic change 2016 vs 2017 for Sat., Nov. 25.

24%

eCommerce traffic change 2016 vs 2017 for Sun., Nov. 26.

29%

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.

'If you keep dealing, they'll keep shopping.'

Retailers kept consumers engaged throughout the weekend and the always open digital marketplace was bustling. 

  • Initial findings from the Holiday Retail Index reveal that on Saturday (Nov. 25), average daily ecommerce traffic volume to U.S.-based retailers was up by 24% from this same day last year. 
  • Average traffic volume on  Sunday (Nov. 26) pushed even higher to 29% from this same day last year.
Michele Dupré
Group Vice President, Retail, Hospitality & Distribution, Verizon Enterprise Solutions
Extended Black Friday deals and early Cyberweek offers seemed to prove irresistible to consumers who shopped online in droves. The trick will be to keep consumers engaged throughout this year’s longer stretch between Thanksgiving and Christmas.

 

Key findings for Black Friday and Thanksgiving

eCommerce traffic change 2016 vs 2017 for Black Friday.

111%

eCommerce traffic change 2016 vs 2017 for Thanksgiving Day.

73%

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.

'Digital commerce activity shatters previous records'

Retailers are incentivizing consumers with great promotions and consumers seem ready to deal.

  • Initial findings from the Holiday Retail Index reveal that on Black Friday (Nov. 24), average daily ecommerce traffic volume to U.S.-based retailers soared 111% from this same day last year. 
  • Average traffic volume on Thanksgiving (Nov. 23) also increased by 73% from this same day last year.
Michele Dupré
Group Vice President, Retail, Hospitality & Distribution, Verizon Enterprise Solutions
Retailers have refined their digital strategies as consumers recast Thanksgiving weekend traditions. Though shopping remains a hallmark of the holiday weekend, consumers are engaging on their own terms and retailers have adjusted to this new normal.

 

Key findings from the weekend before Thanksgiving

eCommerce traffic change 2016 vs 2017 for Saturday, November 18.

-25%

eCommerce traffic change 2016 vs 2017 for Sunday, November 19.

-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.

‘Retailers are bringing on Christmas…consumers are saying not so fast.’

Though the halls may be decked, it seems that consumers are not quite in the mood yet for shopping and may be focusing first on Thanksgiving.

  • Initial findings from the Holiday Retail Index reveal that on Saturday (Nov. 18), average daily ecommerce traffic volume to U.S.-based retailers was down 25% from this same day  last year.  
  • Average traffic volume was also down by 10% on Sunday (Nov. 19) from this same day last year, though it’s trending upwards.
Michele Dupré
Group Vice President, Retail, Hospitality & Distribution, Verizon Enterprise Solutions
Despite the early rollout of Black Friday deals, our findings suggest that consumers are not laser focused yet on holiday shopping. The good news is there’s still fertile ground, and if you didn’t have a blockbuster weekend, you’re still in the game.

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 Super Saturday.