December 28, 2006, 12:00 AM

Consumers bought more online later in the season, stats show

Online traffic and buying surged past the Monday after Thanksgiving and rose through December 18, according to data from Think Partnership. After that, the number of shopping carts created dropped by 80%.

Online holiday traffic and buying surged past the Monday after Thanksgiving and continued to rise through December 18, with the number of shopping carts created after that falling nearly 80% from previous weeks, according to data from performance marketing and online technology company Think Partnership.

In online traffic and shopping statistics tracked from November 27 through December 24, the company also determined that more shopping carts were created online on Mondays than on any other day of the week. Correspondingly, the majority of online purchases were made on a Monday or Tuesday, and the shopping cart abandonment rate was lowest on Mondays and Tuesdays.

“It’s interesting to note that the days when the most online shopping carts were created had lower cart abandonment rates, meaning that consumers did more than just window shop online this holiday season,” says Chad Herman, director of Second Bite business development at Think Partnership.

The average number of items per cart and average cart value were higher between November 27 and December 18 than any other period of the year, Think Partnership found. The highest cart abandonment rate was the week of December 4, while the most carts were created the week of December 11.

Think Partnership’s online shopping statistics are compiled from the company’s Second Bite revenue recovery solution designed to help retailers recover sales from abandoned carts.

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