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 schedule can be found in this post. Our detailed Holiday 2013 schedule can be found here.
Conference Call Thursday (December 12)
This Thursday, December 12th at 11am ET, Colin Sebastian at RWBaird is hosting a conference call where we'll be talking about holiday trends we are seeing. Colin was kind enough to open this up to anyone outside of Wall St. that maybe interested in listening in and asking questions.
Holiday 2013 December update
Today we are releasing new SSS data through the first week of December. Because of the unusual holiday this year, we have been 'date shifting' the days in our comparison to make sure we are aligning the key days of the Holiday. In today's data, we have provided the results from the Cyber Five (Thanksgiving-Cyber Monday) in the first column for comparison.
The second column compares the periods of what we are calling 'Holiday to date' - essentially this captures the 11 days after Thanksgiving (inclusive of Thanksgiving) y/y so we can compare apples to apples:
- 2012 - November 22-December 2 - Think of this as Thanksgiving plus 10 days.
- 2013 - November 28-December 8 - These dates line up to the above.
Think of it as the twelve days of Christmas, minus the twelve drummers drumming, but including 11 pipers piping. ;-)
Here are the results by channel when we do the date alignment:
What's interesting is Amazon, CSE, GS and Search have all accelerated their Y/Y trends established in the Cyber Five. But, because we have 6 fewer shopping days, which equates to ~20% less time in the holiday calendar, we actually need it for the holiday to sustain the growth rates we saw in the Cyber Five. eBay is also sustaining its ~28% y/y growth rate. Many retailers extended their Cyber Monday sales (Cyber week they are calling it) through last week. Also, Amazon has increasingly opened its deals platform to third-parties, which is a great way to help curate Holiday deal selection.
Device usage was very similar for Holiday-to-date compared to the Cyber Five. Last year we saw a 'spike' in mobile usage around Thanksgiving-Black Friday from 30% to 40% then it came back to a ~30% baseline. This year it spiked up to > 40% and then has settled down to a ~37% baseline. This indicates to us that mobile is here to stay and if we keep adding 7-10% usage y/y next year we could see it get to 50%.
Next week we will extend the dates of this analysis to include more days of December and also several readers/customers have asked us to peel the onion on category data, so we are looking into that for you.
This blog post was written by Scot Wingo, ChannelAdvisor CEO.