November 21, 2017
An effort by U.S. e-commerce retailers to extend the start of the holiday shopping season to the weekend before Thanksgiving has met with tepid results, according to Verizon. The telecom giant, which analyzes e-commerce traffic in its annual Holiday Retail Index, found traffic across its broadband network at the top 25 U.S. online retailers was 18 percent lower on Saturday, Nov. 18 and 15 percent lower on Sunday, Nov. 19 than it was on the same weekend days last year.
“Despite the early rollout of Black Friday deals, our findings suggest that consumers are not laser-focused yet on holiday shopping,” said Michele Dupré, group vice president of Retail, Hospitality & Distribution for Verizon Enterprise Solutions. “The good news is there’s still fertile ground, and if you didn’t have a blockbuster weekend, you’re still in the game.”
While consumers may not have flocked to their favorite Websites for pre-Black Friday deals, Dupré said Verizon still expects that high consumer confidence and performance in early November will drive digital commerce to record highs again this year.