What Can Online Retailers Expect for This Peak Season?




If you are an online retailer, November and December are likely to be important months for your business. But what days and hours matter most? And is there a difference between desktop and mobile traffic?

We had a look at some data provided by Bing and compared it to our own data from last year.

Here`s what we found.


Top Retail Search Days Are Not Equal for Every Market


Tip: If possible, analyse data of the previous year to know what traffic level you can expect for your markets, as top retail days are not the same for every country (see image below).

If you started your campaigns only this year, you can ask your Google or Bing representative to provide you with insights regarding traffic estimations per country and industry. Furthermore, make sure your campaign budgets are not limited and set to ‘accelerated delivery’. Of course, your bids should have been adjusted to meet your performance targets.

It’s a good idea to have somebody watching the campaigns over the weekend in order to react and be able to pause campaigns, in case the site should go down. This is especially important for high traffic days like the Black Friday – Cyber Monday weekend where traffic is likely to be many times higher that an average weekend.


Top 10 days
copyright by Bing


Mobile Click Share Increases Toward Christmas Period


Tip: Review your mobile targets and adjust your mobile bid modifiers for the timeframe between October and December in general and check out the most important days for each device, as there are major difference regarding this as well.

Retail mobile volume share Sept - Dec 2014
Retail mobile volume share Sept – Dec 2014

copyright by Bing


Top retail search volume days indexed to the average daily volume of Sep 2014, all device, Bing & Yahoo UK sites, Nov - Dec 2014
Top retail search volume days indexed to the average daily volume of Sep 2014, all device, Bing & Yahoo UK sites, Nov – Dec 2014


copyright by Bing


Traffic by Hour of the Day Strongly Differs From Normal Weekdays


Tip: Adjust your ad scheduling settings and remove negative bid modifiers during peak season days like Black Friday!


In the graph below, provided by Bing, you can see that traffic differs significantly by device and by day over the Black Friday/Cyber Monday period.

Traffic by device

copyright by Bing


We had a look at our own data, and we found out that people start searching much earlier in the day on Black Friday, compared to normal Fridays throughout the year.

Traffic distribution by hour
Traffic distribution by hour

The graphic below, again provided by Bing, shows that around the Christmas holidays, many people are shopping online while they are full up from their Christmas lunch. Afternoon hours around 4pm are most important. We can also see that people are keen to make the most of the Boxing Day sales, with high traffic volumes in the morning of the 26th.

Christmas data

copyright by Bing



To sum up, traffic behaves differently during the peak season. It’s important to make sure you have prepared your campaigns accordingly, so you can maximise traffic and revenue on those days.


For more details and tips check our future blog posts, as we will post a top 10 checklist for online retailers as well as valuable insights for the fashion industry regarding the peak season! If you want to know more about the data Bing provided, check out this slide share.


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Claudia Brunner

Claudia Brunner works as a Senior PPC manager for crealytics and has 5+ years of experience in managing and successfully scaling leading fashion retailers, with a focus on the UK market. Her expertise lies on account strategies, market expansion and audience segmentation.

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