Holiday 2012: Last week of December SSS Results
Today we are releasing ChannelAdvisor Same Store Sale (SSS) results (methodology is here) for the last two weeks of December (December 16-22 inclusive - compared to December 16-22 last year).
We also had a lot of requests for a Holiday YTD measure and have included that in the third column. The Holiday YTD compares 2012 Thanksgiving-12/25 inclusive to the same time last year. What's unique about measuring this period of time in this way is that it captures the fact that we have an extra two days in the 2012 period vs. 2011 which is a reality of the way the calendar works this year. When we measure 12/1-12/15 the impact of the extra days is not captured.
We also have reprinted the December 1-15 time period (first column) in this chart so you can get a feeling for the trend from the first two weeks of December to the last two weeks:
Here are some thoughts on the results from the second two weeks of December 2012:
- Amazon's growth came in at 36.1% for December and 38.1% HYTD. Amazon continues to grow 2-3X e-commerce rates and take share.
- eBay continued a robust holiday coming in at 22.3% y/y growth for the second weeks of December and trending at up 33.2% HYTD.
- CSE had a very strong showing for the second two weeks up 20.6% , largely driven by the performance of Google Shopping (Product Listing Ads). HYTD was at 15.6%, also driven by Google Shopping. As the holiday went on you had Google showing more GS ads and more advertisers participating which increased inventory/coverage.
- Search was down 20.4% (cannibalization from the above Google Shopping) for the second two weeks of December, with HYTD showing a bit less negative trend coming in at down 15.1%.
This post concludes our Holiday 2012 coverage for the year. In early January we'll have the complete December results and later in January, when the dust is settled from Holiday 2012, we'll have a webinar/ebook/blog series about what we learned from Holiday 2012 and how to apply it to grow your business and start preparing for..Holiday 2013!
Happy New Year everyone!
This blog post was written by Scot Wingo, CEO, ChannelAdvisor. eBay is an investor in ChannelAdvisor.