Online’s holiday Black Friday could be a Monday, says Atlas DMT
In the busy online shopping days leading up to the holidays, the work week starting December 13 will be the busiest, predicts the fourth annual holiday shopping study from marketing technology provider Atlas DMT. The single busiest online shopping day is still anyone’s guess, but Atlas notes that last year’s most active online shopping day was Dec. 15, as opposed to Dec. 10 in 2002. Last holiday season`s busiest day online recorded a 140% sales increase over the typical holiday shopping day last year, Atlas reports.
The busiest day also is more likely to be a Monday. Atlas notes this contrasts with the rest of the year, and the phenomenon reflects shoppers who are in stores over the weekend and then log on to compare prices online when they get to work Monday. Friday, a weaker day for online shopping during the rest of the year, also is stronger during the holidays, Atlas notes.
Peak holiday shopping times online during the work week are between noon and 3 p.m. EST, coinciding with workers` lunch breaks. Marketers can capitalize on this tend by tailoring ad messages to the at-work audience with the purchase of day-part ad placements, Atlas notes.
“Holiday shopping online isn’t a novelty anymore,” says Young Bean-Song, director of analytics at Atlas DMT. “During this critical season, consumers are shopping in stores on the weekends and then continuing that shopping experience online during the work week. With more than 50% of U.S. households now wired with high-speed Internet connections and growing consumer confidence in retailers’ ability to deliver goods on time, the industry should be gearing up for a great holiday season.”
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