It is never too early to start planning for Christmas and data from the peak 2018 and 2019 has been pulled together to help retailers do just that.
In its report, The Art and The Algorithm: Consumer Shopping Behaviours During Peak, data-driven personalisation platform for footwear and apparel retailers, True Fit, has found that consumer shopping occurs throughout the entire holiday season with peak remaining high on the days before and after Cyber 5. This, in effect, creates a seven-day trend. Although, there was a significant drop immediately after, with traffic spiking again on the 15th December 2019.
The data provides insight into the differences in consumer behaviour across regions during post-holiday shopping. In the U.S., traffic drops, but traffic in the U.K. remained consistently high into the new year. In Europe overall, data showed consumers are shopping consistently with increased traffic lasting two weeks, being seen well into the new year.
Consistent across 2018 and 2019, women’s tops led in most popular items purchased, although 2019 also saw a rise in women’s shoe purchases. This is due to shoppers not only buying gifts but personal items also.
Romney Evans, Co-Founder at True Fit, explains: “The 2019 golden quarter was different from the 2018 holiday season, given the break between Cyber 5 and Christmas was one-week shorter compared to the 2018. We are seeing consumer behaviour in the UK and Europe indicate an overall increase in traffic for the entire shopping season meaning retailers must use data to plan peak trading promotions across regions to appeal to this varied consumer behaviour.”