Holiday 2013 ChannelAdvisor SSS – Mid December Update

December 16, 2014

ChannelAdvisor Scot Wingo By Scot Wingo

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.

For those interested in non-date-aligned data, we have added some thoughts below our usual reporting.

Holiday 2013 Mid December update

Today we are releasing new SSS data through the first two weeks 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 and the first-week updated (12/8) and the new data (second week of December) is in the right column labeled 12/15.

The third column compares the periods of what we are calling ‘Holiday to date’ – essentially this captures the 18 days after Thanksgiving (inclusive of Thanksgiving) y/y so we can compare apples to apples:

  • 2012 – November 22-December 9 – Think of this as Thanksgiving plus 18 days.
  • 2013 – November 28-December 15 – These dates line up to the above.

 

Here are the results by channel when we do the date alignment:

Dec_13_mid_holiday_update

 

Channel Observations

  • Amazon, Google Shopping/PLA and CSE are maintaining their  trends from the 12/8 data point.  Google Shopping/PLA is the biggest gainer, but from a very easy comp last year which had less traffice from Google, fewer retailers/advertisers and much less selection.   At 39% y/y growth, Amazon is the most impressive result because of a good comp and  they are already at impressive scale.
  • eBay and Search both declined as we go into week three – looking back on last year, eBay had a decent Cyber Five, really hit stride more towards the middle/end of the cycle, so we are starting to have some headwinds in the data from that.  Search’s decline is largely driven by traffic cannibalization to GS/PLA.

Device Observations

Mobile continues to hang around the mid 30’s, coming in at 36.4% with tablet’s decreasing a bit and smartphone increasing slightly.

Non-aligned data points

Several commenters have asked for non-aligned data points.  When we release December’s data in January, that will be our next non-shifted result.  We do this because this data is intended for retailers to use for benchmarking and the retailers we are talking with prefer this system.

That being said, on December 11th, comScore came out with this holiday update.

They included this non-date-shifted chart that shows the impact from the calendar (note the small week 5 and large week 6):

Dec_13_comscore_chart

Up next…

Our next holiday post will be on 12/23 where we look at the third week of December.  That will be our last post of 2013 and on January 7th, 2014 we will cover December 2013 SSS.

This blog post was written by Scot Wingo, ChannelAdvisor CEO.