Holiday 2015 SSS December Week 2 Results
Note: this is a regular feature published by ChannelAdvisor highlighting the Same Store Sales (SSS) across our wide range of thousands of retailers and billions in GMV. Details on the SSS including background, methodology, disclaimers and the 2015 schedule can be found in this post and you can find our holiday schedule here.
Today we are releasing the second week of December SSS.
December Week 2 Results
This dashboard shows the Cyber Five results along with Holiday YTD, the first week of December and the second week of December. Note that because Cyber Monday was in November (11/30/15) this year and last year it was in December (12/1/14), we have aligned all of the comparisons to be Cyber Monday shifted. The new data this week is reflected in Holiday YTD and December Week 2. Cyber five and December Week 2 have not changed since the last report.
Holiday 2015 YTD Update
Holiday YTD ticked down slightly from last week’s 14.7% to 13.6%. This is not unusual because the Cyber Five is typically the fastest growing part of the holiday compared to the three weeks of December. We are still in-line with the comScore 15% range.
December Week 2 Insights
When looking at the second week of December, here are interesting data points:
- Total – e-commerce is set to grow 15% y/y (comScore) and we saw 13.5% y/y on a SSS basis, slower than the e-commerce trend, but an acceleration from December week 1’s 10.9% . Historically we have seen online shoppers take a bit of a break after the Cyber Five, so this is not a huge surprise. Given where Christmas falls on the calendar we would expect a bit of a ‘procrastinator pop’ in December week 3 (December 15-21).
- Amazon – Amazon continued to outperform the 15% level coming in at 19.5% for week 2 of December. The 19.5% was an acceleration from week 1’s 17.2%.
- eBay – eBay decreased slightly to .9% y/y for December week 2, compared to 2.8% for week 1.
- CSE – CSEs decelerated coming in at -6.7% for week 2 of December compared to -2.7% for week 1.
- GS – Google Shopping/PLA accelerated significantly, coming in at 35.2% for December week 2, compared to 17.6% for week 1.
- Search – Search (adWords) decreased the second week of December to down 13.1% y/y, compared to down 10.3% on week 1.
- Other 3PM – Other Third Party Marketplaces came in at 41.1% for December week 2, another very strong showing, and an increase from week 1’s 37.5%.
Device trends in the second week of December were pretty close to those we saw in the first week:
- Smartphone: For the second week of December, Smartphones came in at 49% compared to 48% for week 1, a small increase. Conversion rates came in at 1.97%, a slight decrease from week 1’s 2.05%
- Tablet: Tablet traffic for December week 2 was steady at 12%. Conversion rates were 3.60%, resulting in tablet orders coming in at 12%.
- Mobile: Mobile – Smartphone+Tablet and came in at 61% for total traffic and 38% of orders for December week 2.
- Computer: Computer traffic decreased a bit the second week of December at 39%. However, because of the strong conversion rate of 5.94%, computer took 62％of the orders, similar to the Cyber Five and week 1 trend.
Shape of Holiday 15 vs. Holiday 14
One thing that is interesting to look at is the ‘shape’ of the holiday. What we do here is compare the growth rates of one holiday sales period’s key dates to those of another.
In this chart we compare Holiday 2014 vs. Holiday 2015 across the key holiday dates of Nov week 1, Nov week 2, Nov week 3, Cyber Five, December Week 1 and December Week 2.
What we see is that Holiday 14 started earlier than 15 and tapered off more quickly at the end and peaked (from a growth perspective) in November week 3. Holiday 15 started slower, peaked at the Cyber Five and then has had a bit more of a U-shape.
Our next update will be December 22 where we’ll be releasing the third week of December results – that will be our last update of 2015.
This blog post was written by Scot Wingo, Executive Chairman and Founder, ChannelAdvisor.