9th May 2018
As we spring forward to the warmer months, retail websites are gearing up for important seasonal ecommerce trends. With several big retail events surrounding Mother’s Day, 4th of July, wedding season, and back-to-school season, online retailers can expect up to 30x more website visitors during large shopping events or national holidays.
Web Traffic Peaks: Don’t Get Burned
Surging website traffic is an ecommerce dream. But it can also be a double-edged sword if proactive steps aren’t taken to address website performance.
Website or app failure can frustrate potential customers eager to purchase new products. These performance issues can cut into crucial revenue streams, impacting the bottom line. Over 81% of businesses had downtime costs in excess of $300,000 per hour, according to a 2016 study.
With U.S. ecommerce sales increasing 16% from 2016 to 2017, the following ecommerce events are bound to drive traffic even higher in 2018.
Peak traffic is coming—is your company ready?
Top 6 U.S. ecommerce traffic-driving events this spring and summer
1. Mother’s Day and Father’s Day
On these days Americans enjoy pampering mom and celebrating dad with gifts.
- In 2016 Americans spent over $21.4 billion on mom and $14.3 billion on dad according to the National Retail Federation.
- More than 33% of total spending on Mother’s Day gifts and Father’s Day-related purchases in 2016 took place online.
- Conversion rates for online flower and gift sellers more than double in the lead up to Mother’s Day.
2. Memorial Day
Several industries target Memorial Day for their retail sales.
- Memorial Day is prime time for appliance sales in the U.S., whose ecommerce sales in 2016 rose 38% to $4 billion.
- Memorial Day is a popular time for mattress sales, where online business totaled over $1.5 billion in 2017.
- Springtime sales of sneakers are common, forming part of the $14 billion in U.S. online shoe sales in 2018.
3. U.S. Independence Day
Retailers complement the grilling and firework festivities with chances to snag great deals.
- Last 4th of July weekend saw hundreds of online fashion, outdoor gear, and summer clothing retailers summer offer deep discounts to customers, with households in 2016 spending an average of $370 over the holiday.
4. Overlapping Professional Sports Seasons
Sports fans have a lot to celebrate this time of year, with NBA and NHL playoffs, MLB throughout the summer, and NFL preseason in August.
- The four main professional U.S. sports leagues lead the $14 billion North American sports merchandise sector, which is experiencing significant e-commerce-based growth.
- In the nine hours after the Philadelphia Eagles won February’s Super Bowl LII, online NFL merchandise manager Fanatics saw a 60% increase in sales compared with the previous year, attesting to how quickly sports merchandise can become a hot e-commerce seller.
5. Wedding season
Summer is a popular time to say, “I do”.
- In 2016 $59 billion was spent on U.S. weddings, and with more couples taking wedding planning online, this season is ripe for ecommerce success.
- 90% of wedding couples say they used their smartphones for wedding planning activities, including the 62% of brides-to-be who browsed for a wedding gown on their mobile devices.
- Online retailer eBay has found that wedding-related searches increased by 33% during June 2016 compared to prior months.
6. Back-to-School and College Season
Back-to-school shopping covers a wide swath of retail items, from school supplies to dorm furniture, and represents the second-largest U.S. consumer spending season for retailers at $83 billion in 2017.
- In 2016, back-to-school ecommerce sales surpassed $64 billion in the U.S. alone.
- More than 44% of back-to-college and 45% of back-to-school consumers went online for their shopping in 2017.
Taming the Traffic: Virtual Waiting Rooms
With customers jumping online for their shopping needs during these and similar events, ecommerce retailers are likely to encounter high peaks in web traffic.
A virtual waiting room both safeguards your ecommerce revenue streams from website performance issues and protects your brand reputation among consumers.
Ensure that your web traffic and performance is managed 24/7 with Queue-it’s SafetyNet functionality
Target payment and other third-party system bottlenecks to maintain smooth customer journeys
Uphold brand reputation by providing high-quality customer experiences during high-demand online events
Provide a fair and transparent end-user experience with Queue-it’s first-come, first-served process
Getting in touch
Want to learn more about how Queue-it can help you stay on top of this ecommerce season?
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