Study Challenges Assumption that the Holiday Season is a Make-or-Break Time for Online Retailers

Study challenges assumption that the holiday season is a make-or-break time for online retailers

New RJMetrics 2015 Ecommerce Holiday Trends Report reveals the decreasing impact of the holiday season on annual sales.

April 8, 2015 (Philadelphia, Pa.) — A new study released today by analytics software company RJMetrics shows that the impact of holiday sales on the online retail industry has decreased in recent years. Over the past five years, the two industry segments that are most sensitive to the holiday season—apparel & accessories and computers & electronics—saw a 38% drop in the amount of their annual revenue generated during the holiday season.

While the holiday season has traditionally been a make-or-break period for online retailers, the new 2015 Ecommerce Holiday Trends Report shows that season may be losing some of its significance.

RJMetrics VP of Marketing, Tristan Handy, says this may actually be good news: “A new crop of online retail brands are proving they can create highly loyal customers. This customer loyalty, paired with the always-on mobile shopping channel, allows brands like Harry’s, Plated, and Threadless to execute 365 days a year, thereby decreasing their reliance on the holiday season.”

Other key findings from the report include:

The 2015 Ecommerce Holiday Trends Report is part of the RJMetrics Benchmark Report Series, which conducts primary research on the performance of the world’s most innovative online businesses.

The RJMetrics 2015 Ecommerce Holiday Trends report can be accessed here.

About RJMetrics

RJMetrics is the analytics platform of choice for many of the fastest-growing online businesses in the world, including Choxi, Hootsuite, Walker & Company Brands, and more. It provides business users with an easy-to-use, cloud-based solution to drive growth through smarter decision-making. For more information on RJMetrics, visit their website.

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Mike Llewellyn