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Hitwise Intelligence - Robin Goad - UK
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Amazon.com and fashion brands buck trend to increase traffic post Cyber Sunday
December 14, 2010
Despite last Sunday (5 December) being the busiest pre-Christmas day of the year for online retailers, some of the top retail brands actually received more visits from UK Internet users this Sunday (12 December) than the famous “Cyber Sunday”.
After the peaks of traffic from Sunday 5 December most retailers saw a decline in traffic, as consumers get more worried about being able to receive goods on time before Christmas Eve. This is traditionally when online traffic drops off, whilst offline traffic on the high street picks up.
Daily traffic to online retailers fell by 6.08% between Sunday 5 December and Sunday 12 December as expected.
However, some retailers have managed to buck the trend, including Amazon.com (i.e. the main site rather than the more popular – in the UK, at least - .co.uk site) and some of the high street fashion brands. Visits to Amazon.com were 5.96% higher this Sunday just gone than they were a week ago, when visits were expected to peak.
Other notable climbers in the list included fashion brands Boden, Bench and French Connection. Boden in particular saw the biggest increase in traffic over the week of any online retailer, doubling its Internet visits thanks to an 180% uplift in traffic from email marketing.
This just goes to show that for some retailers that can either guarantee delivery closer to the Christmas Eve deadline, or have a network of retail chains from which online shoppers can reserve items, can benefit from traffic spikes post Cyber Sunday.
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Posted by Robin Goad at 02:28 PM
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In Categories Branding | Christmas | Fashion | Shopping and Classifieds
