You know how when November rolls around and you start hearing Christmas songs and seeing holiday decorations and you think: What’s the big rush? Can’t these people just chill?
And at that point, you can certainly chill, because there is no rush to buy gifts for loved ones. You figure you’ve got weeks. And hey, 12 percent of those surveyed told the National Retail Federation that they wouldn’t finish their holiday shopping until two days before Christmas.
Which it is. Now. Imagine.
Anyway, we’ve looked in the past at procrastination and how mobile seems to be the procrastinating holiday shopper’s friend. The closing days of the season are generally good for in-store traffic and online conversions.
An outfit called Customer Growth Partners reported that consumers spent $42 billion, up from $41 billion last year on Super Saturday, a sort of D-Day for holiday shoppers. And while that’s interesting, Datacember thought it would be more fun to look at a different metric.
We wondered just how focused shoppers become on getting the job done as the holiday deadline approaches. Beyond the joy, childlike wonder and goodwill at Christmas, comes a palpable sense of gifts absolutely, positively having to be there on time.
And sure enough: Digital shoppers are acting on that feeling.
Data from across a subset of BloomReach customers shows that shoppers are hitting websites with greater intent as Christmas nears. Datacember gauges consumer intent by looking at the ratio of daily product views to the number of daily conversions.
Our thinking is that the more products viewed for each conversion, the more shoppers are browsing, digitally window shopping for just the right gift. A lower number of product views indicates a certain go-in-for-the-kill mentality.
In the chart above, the dotted blue line represents the average number of product views per conversion for November and December. Peaks and points below that line indicate a relatively low number of product views per conversion — or a higher intent to buy.
In fact, you’ll note the daily number of product views per conversion rarely rises above the average after Thanksgiving — and that it’s remained far below for the last two weeks of the holiday shopping season.
It’s interesting, with all the talk of the holiday shopping season creeping earlier and earlier, that the real serious buying still appears to happen in the two weeks leading up to Christmas.
The data reveals another interesting quirk about holiday shoppers. We’ll get to that in a coming post in the Datacember series.
Photo by Mike Cassidy.
Mike Cassidy is BloomReach’s storyteller. Contact him at firstname.lastname@example.org; follow him on Twitter at @mikecassidy.