E-retailers rejoice over Christmas weekend

The three-day Christmas weekend (Dec. 25 - Dec. 27) showed strong consumer interest in online shopping during and immediately after the holiday.



According to Verizon Retail Index, broadband traffic attributed to e-commerce shopping activity increased dramatically starting on Christmas Day to 26% above average daily levels, posting a seasonal high of 30% above normal levels by Sunday, Dec. 27.



In fact, Dec. 25, Dec. 26 and Dec. 27 recorded the highest three days of broadband e-commerce recorded by Verizon for the 2015 season, repeating a similar pattern from the previous year’s holiday period.



Conversely, mobile traffic attributed to mobile commerce dipped 2% below average daily levels on Christmas Day, which Verizon says indicates consumers may have put aside their devices for the holiday.



By Dec. 26, however, mobile traffic was on an upward trajectory again, posting 4% higher than usual on Saturday, followed by 5% on Sunday. Year-over-year, the pattern was similar, although traffic was a little higher during the 2014 season.



“Echoing a trend from last season, e-commerce activity was hopping on Christmas and the days immediately following, as consumers began redeeming gift cards and taking advantage of post-holiday promotional offers,” said Michele Dupré, group VP of retail, hospitality and distribution for Verizon Enterprise Solutions. “Retailers need to stay the course with their engagement strategies and continue to reach consumers with attractive promotions to give them a reason to buy as they make their returns and exchanges.”



Dupré also believes these findings indicate that targeted online and mobile promotions will continue to motivate consumers to spend their money through the New Year’s holiday.