For online retailers, there may still be more sales to be made this week as consumers continue to shop, many from their mobile devices as they return to work after the holidays.
According to the 2015 Verizon Retail Index, Sunday, Jan. 4 posted the highest activity of the season after the New Year’s holiday weekend posted highs of 28, 32 and 36 percent respectively above average daily levels. Verizon notes that the trend is consistent with the 2014 season.
Verizon found that m-commerce was lower than usual over the holiday weekend and year-over-year overall mobile traffic was higher this same time last year. This may change in the coming years as mobile commerce is expected to grow at a rate at 30 percent.
According to a separate report by MasterCard SpendingPulse, US ecommerce grew 20 percent compared to last year over the holiday shopping season (in this report, from Black Friday to Dec. 24), which could be linked to more consumers doing research online. With the proper incentive in place, free shipping for example, transitioning from research to a sale makes sense, MasterCard said.
“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 vice president 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.”
Between Dec. 28 to 30, Verizon observed highs of 26, 25 and 23 percent respectively above average daily levels, similar to last year. Mobile traffic over this week posted a 6 percent increase by Dec. 30.
“Repeating a pattern from last year, ecommerce activity has continued to be very strong this week as many consumers take advantage of the book-ended holiday weekends and time off from work to shop for end-of-season deals,” said Mark Sidwell, director of retail mobile solutions sales for Verizon. “Retailers also appear to be effectively reaching consumers with attractive offers that are likely to continue in the coming days as the season winds down.”