Online Browsing Remains Strong During Christmas Week, But Conversions Slow

Find out what consumers were up to this week via the latest Marketing Land Online Retail Sales Report.

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Online holiday shopping activity slowed during the Christmas week but certainly didn’t stop entirely. Traffic was still clocking in at 1.6 times the holiday baseline while conversions dropped precipitously, to only .9 times the baseline number.

Traffic was especially notable on the day after Christmas, when it spiked to 2 times the baseline number. Interestingly, conversions stayed fairly strong through Christmas Eve, according to this week’s Marketing Land Online Retail Sales Report.

The report is based on data from HookLogic, a company which gathers data on online retail transactions through the advertising network it runs, allowing brands to run ads on major retailer websites.

Based on what occurred in 2013, HookLogic expects a rise in both conversions and traffic at the end of the year, as retailers offer close-out deals and shoppers redeem their gift cards.

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We’ll be featuring data like this weekly on Marketing Land as a part of our Retail Column coverage through the holiday shopping season. Some additional context can be found here.


About the author

Pamela Parker
Staff
Pamela Parker is Research Director at Third Door Media's Content Studio, where she produces MarTech Intelligence Reports and other in-depth content for digital marketers in conjunction with Search Engine Land and MarTech. Prior to taking on this role at TDM, she served as Content Manager, Senior Editor and Executive Features Editor. Parker is a well-respected authority on digital marketing, having reported and written on the subject since its beginning. She's a former managing editor of ClickZ and has also worked on the business side helping independent publishers monetize their sites at Federated Media Publishing. Parker earned a master's degree in journalism from Columbia University.

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