December E-Commerce Moderates Midweek, Explodes on Weekend: Report

While the glare of Thanksgiving, Black Friday and Cyber Monday has receded, the holiday season still is in full swing. E-commerce activity in the second week of December, however, was slightly off last year’s pace during the week, but came roaring back over the weekend, according to the Verizon Retail Index. The Index, which measures e-commerce activity across Verizon’s wireless network, found traffic volume on Saturday and Sunday was up overall compared to last year by 4 and 10 percent respectively. Peak traffic was up 28 percent on Saturday and 35 percent on Sunday.

“Lower overall e-commerce volume during the weekdays suggests other channels may be taking wallet share, or deal fatigue is setting in,” said Michele Dupré, group vice president of Retail, Hospitality & Distribution for Verizon Enterprise Solutions. “The week ahead will be critical for driving sales as shipping deadlines loom and bad weather comes into play.”

Dupré noted that this week’s pattern closely followed last week’s—traffic was down slightly during the week, but zoomed to record peaks on the weekend. And, if e-commerce sales follow the traffic volume, she said, the timing of promotions will be extremely important to keep customers coming back throughout the holiday season.