Our Memorial Day Data is Out: Was it One to Remember for Online Retailers?
May 30, 2019
by David Abbou
Retailers and e-tailers alike were undoubtedly prepped and ready with their strategies and promotions to capitalize on Memorial Day’s well-earned reputation as a shopping heavy hitter.
But did this hype translate into a spike in orders and conversion rate for retail and eCommerce brands? With Namogoo’s Customer Hijacking Prevention solution analyzing over 500 million sessions web each day, we took a closer look at our data to find out.
The Top 3 Performing Verticals on Memorial Day 2019
Which product verticals enjoyed the biggest uplift on Memorial Day? We compared the average number of orders as well as conversion rates for U.S. retailers across verticals against the previous three Mondays to see how their Memorial Day promotions performed.
As expected, when it came to online purchases, Home and Electronics were far and away the biggest winners when looking at the entire Memorial Day weekend. The Home product vertical experienced the biggest uplift, raking in 42.22% more orders on Memorial Day than the average number of orders made during the three previous Mondays. Electronics came in at second with an order uplift of 33.26%, followed by Apparel, at 32.05%.
Web traffic surged on Memorial Day itself as well, but not nearly as dramatically, with online visits going up by 2-5% depending industry vertical. This points to successful Memorial Day promotions for retailers. This was reflected in our conversion rate findings, the same three verticals again leading the way, Home retailers seeing a 34.62% uplift, followed by Electronics at 30.23%, and Apparel at 22.3%.
Most other product verticals exhibited did not see notable uplifts for either of these metrics, with most actually seeing their conversion rate decrease on Memorial Day. This emphasizes that consumers on this day were mainly attracted by the verticals running sales and other special promotions.
Customer Journey Hijacking Rates Climb on Memorial Day
Retailers were not the only ones looking to make the most of Memorial Day. Ad injectors also increased their activity to profit from this seasonal shopping event by diverting shoppers to competitor offers, all at the expense of retailers’ bottom lines. While the percentage of online visitors infected with injected ads ranges between 15-25% throughout the year, these rates peaked at 28.7% on Memorial Day.
Want to go deeper into our benchmark data and get a glimpse of how Customer Journey Hijacking may impact your business throughout the year? You can see our quarter-by-quarter findings in our recently published State of Customer Journey Hijacking report covering 2018, including infection rates across regions, devices, browsers, and verticals.