Maintaining online presence through the holidays is important:  12% US shoppers said they wouldn’t buy their last gift until December 23, and nearly half of consumers plan to shop post-Christmas sales [1].  Digital holiday shopping sales were predicted to see an increase of 25% over last year [2], while the total expected holiday sales for 2016 were expected to exceed $1 trillion in the US [3], and for some retailers, the holidays can bring in nearly 30% of their annual sales [4].

As a follow-up to our Thanksgiving insights, how did Christmas and New Year’s affect the digital advertising ecosystem?  MediaNet data observations revealed the following across our North American campaigns:

  • On Christmas, overall impression availability dipped an average of 18% while CPM’s increased an average of 8% – reflecting a surge in demand as advertisers try to reach last minute shoppers and Boxing Day deal hunters.
  • Boxing Day madness tapered off by the end of the year: transactional performance including ROAS was over 70% higher on Boxing Day than it was on New Year’s Day.

It will be interesting to see in late 2017 how the holiday periods will change.  Stay tuned for updates in the coming year.