Anatomy of the season

While the entire two-month period of November and December enjoys elevated shopping rates, there is a concentrated period of 16 days where buying behavior is above average even for the peak period:

Starting: 10 days prior to Black Friday: November 18th

Continuing through 5 days after Black Friday: Wednesday December 3rd.

This 16-day period delivers 40% of peak revenue.

This period, too, can be looked at in 2 chunks:

The lead up to Black Friday, shoppers show strong intent, browsing products at a higher rate than they are buying.

Then, the behavior flips: starting on Black Friday and extending for the following 5 days, buying outpaces browsing (more orders than product views)

Black Friday will again be the top shopping day, far outpacing 2nd place Cyber Monday.

Cyber Week, starting on Tuesday before American Thanksgiving and running through Cyber Monday, accounts for 22% of the peak period’s revenue.