Christmas comes more than once a year

Online yuletide spending trends continue to grow exponentially, year on year, with revenues for this season expected to top GBP10bn.

Following these trends, TradeDoubler, with its portfolio of market-leading online brands, can see the peak activity periods as they occur throughout the month of December.

Activity through TradeDoubler echoes the industry trend as consumers continue to shop 'til they drop, albeit from the comfort of their own home (or office) with a recorded spike being two weeks out from Christmas Day.

This is the approximate cut-off point for guaranteed online shopping delivery, hence the online stampede.

However, TradeDoubler's data reveals another spike of online activity actually during Christmas - 25, 26 and 27 December.

Christmas turkey done and dusted, bored of trivial pursuits - are consumers jumping online to use their Christmas vouchers, or to buy add-ons for their new games consoles or perhaps logging onto iTunes to load up their iPods? Another spike is the post-Christmas sales, especially for retail, travel and finance sectors, with consumers logging on to snaffle up January bargains, and book sun and snow holidays.

By measuring these trends and a portfolio of large, household brand clients, TradeDoubler is ideally placed to comment on how online e-tailers can capitalise on these peak periods with advice on: advertising messaging to target the online audience at each stage; what is a competitive message and offering to generate the most traffic to their site and convert to online sales; technology to enable quick and automated turnaround of advertising, creative and messaging to meet changing online audience throughout December.

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