Retailers shift their ad spending from TV, radio and print ads to digital ads.
Another study shows that the first Monday after Thanksgiving is not the biggest online shopping day of the year. Sales on Dec. 11 were 61% higher than on Nov. 27 among sites that operate on the Nexternal Solutions e-commerce platform, the company says.
Yet another study confirms that the first Monday after Thanksgiving no longer holds the crown as the biggest online shopping day of the year. Sales on Dec. 11, the second Monday in December, were 61% higher than on Nov. 27 among sites that operated on the Nexternal Solutions e-commerce platform, the company says.
Online order volume on the Nexternal e-commerce platform on Dec. 11 also surged 42.6% over the comparable Monday in 2005, the company says. The average order size for Dec. 11 was $107, compared with $102 a year earlier. Brands that operate retail sites on the Nexternal platform include Hershey, Hanes, K2 and Rossignol.
Order volume for the first Monday after Thanksgiving did exceed volume for the Friday following Thanksgiving-Nov. 24-by 85%, Nexternal says.
“The truth of the matter is that people spend much more time on their computers than they do on a weekend or holiday,” a spokesperson says. “The second week in December is really the last week that people will place orders and feel comfortable that their packages will arrive by Christmas. Couple that with pent-up demand from not shopping online during the weekend and you have the most popular online shopping day of the year.”