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Hitwise Intelligence - Alan Long - Asia Pacific

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Online Boxing Day Retail Peaks

January 12, 2009

Boxing Day again delivered the highest volume of traffic to the Hitwise Shopping and Classifieds category in 2008. Compared to the previous year (Boxing Day 2007), market share of Australian Internet visits to the Shopping and Classifieds category increased by 6.19% on Boxing Day 2008.

Two sub-categories within Shopping and Classifieds saw Boxing Day become their number one online retail day for 2008.

On Boxing Day 2007 the Computers category experienced its 10th highest retail day, however on Boxing Day 2008 the category received its highest share of traffic for the year and increased its market share by 14.32%, compared to the previous year.

The Sport and Fitness category increased its market share on Boxing Day by an impressive 44.59% compared to the previous year.

On the flip side the Shopping and Classifieds – Automotive category experienced a decline of 6.99% on Boxing Day 2008 (68th highest day of traffic for 2008) compared to Boxing Day 2007 when it received its greatest share of traffic for the year. This is indicative of the general market slowdown facing the automotive industry.

The table below highlights further sub-categories of Shopping and Classifieds that shared Boxing Day as their number one retail day in 2008.