When it comes to e-commerce traffic, Super Saturday — which falls on the last full weekend before Christmas —has become the new Black Friday.
According to the Verizon Retail Index, which tracks broadband traffic to the top 25 U.S. e-tailers, this past weekend (Dec. 17-18) saw the highest volume of the season, edging out Black Friday weekend.
Specifically, e-commerce traffic was up 11 percent on Saturday and 16 percent on Sunday, compared to the year-ago weekend.
Peak e-commerce volume also spiked — up by 34 percent on Saturday and 37 percent on Sunday — representing some of the highest numbers of the holiday season, Verizon said.
“Frigid temperatures, red-hot deals and final standard shipping deadlines created a perfect e-commerce storm as consumers were feeling the heat to wrap up their shopping,” observed Michele Dupré, group VP, retail, hospitality and distribution, at Verizon Enterprise Solutions.
But while traffic spiked over the past two weekends, weekday volume declined from last year, leading Dupré to presume that “other channels may be taking wallet share, or deal fatigue is setting in.”