November 11, 2003, 12:00 AM

Online holiday shopping will peak Dec. 8-12, study predicts

This year’s online shopping will peak between Dec. 8 and 12 the Atlas Institute predicts in its Third Annual Holiday Shopping Study, based on last year`s traffic.

This year’s online shopping season will peak between Dec. 8 and 12, the Atlas Institute predicts in its Third Annual Holiday Shopping Study. Its formula figures the peak will hit 10 to 14 days before Christmas, as it did last year.

Atlas, which recorded U.S. online sales for each day of the 2002-2003 holiday shopping season, also noted that Mondays are the most popular for online shopping, indicating a preference by shoppers to follow up their weekend store shopping with online comparison shopping and bargain-hunting on generally higher-speed Internet connections at work, Atlas said.

It said weekdays overall are the most active days for online holiday shopping, peaking each day between noon and 3 p.m. Eastern time. It added that, last year, the Monday before Christmas showed a significant amount of sales as shoppers took advantage of last-minute opportunities to rush-ship gifts.

"Timing, campaign volume and day-part targeting can make a huge difference in both web site conversion rates and sales,” said Young-Bean Song, director of the Atlas Institute. The Atlas Institute is the research and education arm of Atlas DMT, a provider of digital advertising technology and a unit of aQuantive Inc.


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