Daily Archives: December 21, 2009

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Is Christmas a good time or a bad time for sales?

Online Sales Christmas Boom

There’s been plenty of news in the press about how online sales are booming this Christmas.

Research from GSI Commerce out last week showed that despite the credit crunch online shopping was set to have another bumper year.

More specifically the research showed that, compared to last year, twice as many consumers are prepared to spend more than £1,000 when visiting an ecommerce website.

So people who run websites are rubbing their hands with glee at the moment are they?

Well it’s not quite as simple as that. At the moment the UK is focused on Christmas, on turkey, on holidays, and on presents. So if you sell turkeys, Christmas trees, or great Christmas gifts, then your sales should be booming.

But at the end of the day people only have so much time in their day, and so much money in their pocket. And if they’re spending that time and money shopping for Christmas, then they’re not doing other more ‘normal’ activity.

So whilst many online retailers have their cash tills ringing, other online businesses are getting squeezed.

Christmas for WebEden

I can show you what I mean by sharing some traffic stats for WebEden. Our website building tool is neither wholly business focused nor wholly consumer focused. Some businesses use WebEden to build a website. And many individuals build personal websites too.

But one thing that we are not is Christmas present material. We’re yet to see a WebEden website stuffed into anyone’s stocking!

So as people’s minds turn to Christmas, they turn away from building websites. Here’s a screen grab from our Google analytics.


As you can see we’ve seen a steady decline since the start of December.

This trend will continue until Christmas day, there will be a short rise in traffic the following week, and then another slump for new year.

So if like us your business has nothing to do with Christmas, you’re probably seeing a similar picture.

What happens in the New Year?

The silver lining here is that January is usually the biggest month of the year for website traffic.

Online retailers launch their sales. And business focused websites see a steep rise in traffic as people return to work in order to ‘get to grips’ with the new year.

Have you had a look at what’s happening with your website traffic? Are you seeing a pre-christmas peak or are you bumping along the bottom? Leave us a comment below.

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