Holiday 2015 SSS December Week 3 Results – Procrastinators Unite!
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 third week of December SSS.
December Week 3 Results
This dashboard shows the Cyber Five results along with Holiday YTD, the first week of December, the second week of December and the third 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 3. Cyber five and December Week 1 and 2 have not changed since the last report.
Holiday 2015 YTD Update
Holiday YTD ticked down slightly from last week’s 13.6% to 11.8%. 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 3 Insights
When looking at the third week of December, here are interesting data points:
- Total – e-commerce is set to grow 15% y/y (comScore) and we saw 10.6% y/y on a SSS basis, slower than the e-commerce trend, and an slight deceleration from December week 2’s 13.5% . Historically we have seen online shoppers take a bit of a break after the Cyber Five, so this is not a huge surprise. Last week we talked about the ‘procrastinator pop’ and we definitely saw that trend this holiday (see the ‘shape of the holiday’ section).
- Amazon – Amazon continued to outperform the 15% level coming in at 18.1% for week 3 of December. The 18.1% was an deceleration from week 2’s 19.5%.
- eBay – eBay decreased to -1.0% y/y for December week 3, compared to .9% for week 2.
- CSE – CSEs decelerated slightly coming in at -7.1% for week 3 of December compared to -6.7% for week 2.
- GS – Google Shopping/PLA slowed, coming in at 24% for December week 3, compared to 35.2% for week 2.
- Search – Search (adWords) decreased the third week of December to down 20.2% y/y, compared to down 13.1% on week 2.
- Other 3PM – Other Third Party Marketplaces came in at 37.4% for December week 3, another very strong showing, and a slight decrease from week 2’s 41.1%.
Device trends in the second week of December were pretty close to those we saw in the second week:
- Smartphone: For the third week of December, smartphones came in at 51% compared to 49% for week 2, a small increase. Conversion rates came in at 1.66%, a slight decrease from week 2’s 1.97% conversion rate. This resulted in 26% of orders coming from smartphone. Note that this surge in smartphone traffic is up there with Thanksgiving’s levels and indicates that procrastinators like to shop with their smartphones.
- Tablet: Tablet traffic for December week 3 was steady at 12%. Conversion rates were 3.18%, resulting in tablet orders coming in at 11%.
- Mobile: Mobile – Smartphone+Tablet and came in at 63% for total traffic and 37% of orders for December week 3.
- Computer: Computer traffic decreased a bit the third week of December at 37%. However, because of the strong conversion rate of 5.41%, computer took 63％of the orders, similar to the Cyber Five and week 2 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, December Week 2 and December Week 3.
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 has had a bit more of a U-shape. December week 3 continued that trend and grew faster than what we saw in Holiday 14 indicating that this holiday shoppers did wait until more last-minute than they did in 2014. Perhaps the memory of the shipping debacle of 13 has faded.
Holiday 15 Peak Days
Now that Holiday 15 is mostly in the books, we can look at the size and scope of each of the key days to ascertain when shoppers were doing their most robust online shopping:
Here you can see the top 10 days of Holiday 15 were:
- November 30 (Cyber Monday)
- November 27 (Black Friday)
- December 14 (Green Monday)
- December 1 (Tuesday after Cyber Monday)
- December 15 (Tuesday after Green Monday)
- December 7 (First Monday in December)
- November 26 (Thanksgiving)
- December 10 (Second Thursday in December)
- December 8 (First Tuesday in December)
- November 29 (Cyber Sunday – Day before Cyber Monday)
This is our last update of 2015. Our next update will be our December SSS which will include 2015 Holiday highlights. Happy Holidays everyone and a Happy New Year!!
This blog post was written by Scot Wingo, Executive Chairman and Founder, ChannelAdvisor.