Tuesday and Thursday Lunchtime Peaks for Surfing Shoppers

25 January 2001

Midweek (though apparently not Wednesdays) appears to be etailers’ most fruitful period, judging by a new study from Seattle-based digital agency Avenue A.

The report, based on a study of twenty-four of the shop’s etail clients, found that Tuesdays and Thursdays during last month’s holiday season were the most active days for e-shopping, compared with the Saturday peaks for traditional retailers.

Tuesday December 12 was the biggest day for online shopping during the pre-holiday period, compared with the offline world’s traditional high points of the day after Thanksgiving and December 23 and 24.

In addition, while bricks-and-mortar shopping increased right up to December 24, online purchases fell sharply in the week before Christmas, presumably because of concerns over shipping times.

During the day, online shopping peaked at around 1.00pm EST, suspiciously close to most workers’ lunch breaks. Avenue A believes the findings should encourage advertisers to target their ads at people at work, selecting popular work-time websites and widening their campaigns to include the post-Christmas shopping rush.

News source: Advertising Age - Interactive Daily