Online holiday shopping activity slowed during the Christmas week but certainly didn’t stop entirely. Traffic was still clocking in at 1.6 times the holiday baseline while conversions dropped precipitously, to only .9 times the baseline number.
Traffic was especially notable on the day after Christmas, when it spiked to 2 times the baseline number. Interestingly, conversions stayed fairly strong through Christmas Eve, according to this week’s Marketing Land Online Retail Sales Report.
The report is based on data from HookLogic, a company which gathers data on online retail transactions through the advertising network it runs, allowing brands to run ads on major retailer websites.
Based on what occurred in 2013, HookLogic expects a rise in both conversions and traffic at the end of the year, as retailers offer close-out deals and shoppers redeem their gift cards.
We’ll be featuring data like this weekly on Marketing Land as a part of our Retail Column coverage through the holiday shopping season. Some additional context can be found here.
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