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.
First, I wanted to thank all of our customers, partners and team members @ChannelAdvisor for all of your support and hard work. I hope everyone is having a great day with your friends and family and everyone has safe travels.
Date shifted analysis
Today we are releasing an early look at Thanksgiving data. This data is date-shifted to compare Thanksgiving this year (Nov 28) vs. last year (Nov 22). Our thesis is that while CyberMonday used to kick off the e-commerce holiday shopping spree, with the advent of broadband at home and retailers promoting Black Friday sales on Thanksgiving, the start has moved up.
In this table, we compare the two week date-shifted period before Thanksgiving to our midnight-2pm ET early read on Thanksgiving to show the trends leading into Thanksgiving as well as Thanksgiving day.
A couple of insights from this view of the data:
- Amazon – Amazon is running a ton of promotions already and you can see it working with a strong 48.5% y/y growth compared to last year’s Thanksgiving.
- eBay – eBay is also running Thanksgiving deals every hour that seem to be going well as they have increased their holiday growth rate to 20.3% from the earlier trends that were in the low teens.
- CSE and GS also looked strong mid-way through Thanksgiving. GS shows a bit of a slow-down from the 112% trend to 86% trend because this time last year retailers were realizing the strength of the program and were ramping budgets/skus/adoption. So that’s just a comp head-wind. Regardless, you can’t argue with 86% y/y growth in the e-commerce world where 15% is the baseline.
- Finally search showed some signs of life ramping to 13.1% from the previous single digit trends we saw in the weeks leading into Thanksgiving.
I’m a graphical person and think this chart does a good job illustrating the relative growth rates for ‘2wks before’ period compared to the ‘halftime on Thanksgiving” period:
Our next post will be tomorrow (Black Friday, Nov 29th) where we’ll update you on November MTD, the final details on Thanksgiving (including device data/trends) and we’ll start filling in our annual Cyber5 table.
This blog post was written by Scot Wingo, ChannelAdvisor CEO.