The agency analyzed holiday shopping behavior across 24 of its leading e-commerce clients. Online shopping activity peaked during working hours, at around 1:00 pm EST. Tuesday, Dec. 12 was the biggest online shopping day of the 2000 holiday season, compared with offline shopping's traditional peaks on the day after Thanksgiving and the two days before Christmas. Also, online shopping dropped off sharply about a week before Christmas, most likely indicating that shoppers' perceptions that there is not sufficient shipping time remaining for items to be received by Christmas. Offline shopping, on the other hand, continued to increase until December 24th.
Avenue A suggested advertisers take advantage of these patterns by tailoring holiday messages to people at work, selecting ad placements on the sites most frequented by people at work and broaden campaigns to target the heavy post-Christmas shopping market.
Copyright January 2001, Crain Communications Inc.