The Saturday before Christmas is known as "Super Saturday" or "Panic Saturday", depending on your point of view. should know pedestrian retail traffic greater than Black Friday, according to the intelligence firm on location, Cuebiq. Similarly, online revenues are skyrocketing and will continue to break records this year according to Adobe Analytics, which measures the transactions of 80 of the 100 largest US online retailers
Super Saturday surpasses the Black Friday visits to the stores. Cuebiq analyzed vacation patterns for 2017 from major US retail chains, including Target, Walmart, JC Penney, Macy's, Kohl's and others. The company found that these retailers had actually seen more visits to stores on the Saturday before Christmas than Black Friday, which is generally considered the high-water mark for in-store shopping during the holidays. In 2017, Black Friday had about 83% of visits to Super Saturday stores.
This is also the time when many people are redirecting to the stores because of the delays in shipping online. For this reason, many people will benefit from the store's Buy Online Pick Up (BOPIS) system, if applicable. Adobe said BOPIS purchases had increased 47 percent year-on-year.
At least $ 126 billion. Adobe also reported that on December 19, US consumers had spent nearly $ 111 billion online during the holiday season, nearly $ 17 billion more than online sales in 2017 And when the wrapping paper is finally settled, the period from Nov. 1 to Dec. 31 will become the "greatest online shopping period of all time", reaching at least $ 126 billion, according to Adobe's forecasts.
Mobile devices (smartphones, tablets) have up to now been responsible for about 58% of site visits and about 39% of purchases. Smartphones alone account for a turnover of more than $ 33 billion, representing a 57% increase over the previous year.
Direct navigation in the upper canal. According to Adobe, here are the main online revenue channels:
Direct site traffic – 27% Paid search – 25% Organic search – 21% Email – 20% Social media – Less than 2%
Why should you care? While online shopping has reached new heights, the time for online shopping and online shopping has become obsolete as consumer buying habits and customer journeys have become more prevalent. complex and multiform. More than ever, online and offline shopping is interconnected.
As also indicated by the above data, holiday shopping has relatively distinct phases, probably related to client personalities. Retailers need to clearly understand their customers and models, and manage the timing of their marketing expenses, messages and channels accordingly.
About the Author
Greg Sterling is a collaborative editor at Search Engine Land. He writes a personal blog, Screenwerk on the links between digital media and consumer behavior in the real world. He is also Vice President of Strategy and Knowledge for the Local Search Association. Follow him on on Twitter or find him at the address Google+ .