Mondays. Online shoppers love Mondays. The first day of the typical workweek produced more online retail sales from more shoppers who converted at a higher rate.
According to data taken from 25 mid market fashion and apparel retailers using the Workarea commerce platform, Mondays generated over 16% of weekly revenue on average. Revenue generated on Mondays is 10% higher than Sunday, the second best revenue generator.
Knowing which days of the week or even which hours of the day shoppers are likely to visit your online store and make a purchase may help you schedule marketing campaigns, staff up for increases in customer service requests and shipments, or otherwise, optimize your ecommerce operation.
Consumers Shop More at the Beginning of the Week
Consumers tend to visit online stores more often at the start of a calendar week, specifically on Sundays and Mondays, according to data from the 25 online merchants surveyed.
On average, Sundays and Mondays are the highest trafficked days respectively. Taken as a percentage of all weekly shopper sessions, Sundays received 14.81% of sessions and Mondays had over 15.33% of sessions.
Average session duration, which is the time individual shoppers spent on the sites surveyed, varied little. While revenue and traffic spikes early in the week, shoppers tend to spend the same amount of time on site.
As the week progressed, fewer shoppers visited on average. Tuesday had 14.59% of the total weekly shopper sessions, and Friday, which had the lowest number of average shopper sessions, accounted for some 13.31% of the week’s sessions for the sample period.
The Weekend Impacts Ecommerce Sales
Consumer behavior is the likely driver. Fridays and Saturdays fall at the end of the workweek for many shoppers when they are focused on social activities, entertainment, and aspirational pursuits. By Sunday, it seems shoppers may become more task oriented, looking for items they need for the week.
Online Shopping Prime-time Starts at 8:00 p.m.
Just like knowing that Mondays are great days for ecommerce should inform your marketing decisions, so too can understanding when consumers are most likely to shop during the day.
Average conversion rates for the 25 stores survey started to rise as early as 6:00 a.m., peaked at about noon, and leveled off until about 10:00 p.m. before falling again as most shoppers turn in for the night.
There were some variations by day, for example, Fridays’ hourly conversion rates tended to climb more quickly before dropping off earlier at about 4:00 p.m., but generally, the conversion rate curve was similar throughout the week.
Hourly sessions followed the same general pattern. Average hourly sessions begin to rise at about 6:00 a.m. but peak later in the evening from 8:00 p.m. to 9:00 p.m.