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  • August 15, 2009

Week-End Trends: Retailers emphasizing back-to-school more

Email activity and promotional trends during the past week:

The Retail Email Index fell 4% to 233 during the week ending Aug. 14, 2009, and is down 3% from where it was four weeks ago. The Index score indicates that the top 100 online retailers sent about 2.3 promotional emails each on average last week.

Year-over-year, the Retail Email Index is up 18% (moving 4-week average versus comparable 4-week moving average last year).

Click to view the Aug. 14, 2009 Retail Email Index larger

The Retail Email Participation Rate: Monday was the most popular day to send retail emails last week.

Click to view the Aug. 14, 2009 Retail Email Participation Rate larger

The Retail Email Seasonality Meter: Retailers are pushing harder for back-to-school sales. Last week 23% of retail emails mentioned back-to-school; during the comparable week last year, it was only 18%. And next week should be the peak of the season, so expect even more references to back-to-school then.

Click to view the Aug. 14, 2009 Retail Email Seasonality Meter larger

Selling Seasons on the Horizon:
Back to school (Jul-Sep): Back to School 2008 Season Finale
Labor Day (9/7): Labor Day 2008 Season Finale
Columbus Day (10/12): Columbus Day 2008 Season Finale
Halloween (10/31): Halloween 2008 Season Finale
Christmas (12/25): Christmas 2008 Season Finale
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