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  • July 24, 2011

Week-End Trends: Retailers feeling less pressure to kick off holiday campaigns

Email activity and seasonal trends during the past week:

The Retail Email Index: The top online retailers sent each of their subscribers 3.1 promotional emails on average during the week ending July 22, 2011. That’s up 4% week-over-week, up 5% from where it was four weeks ago, and up 12% year-over-year.

Click to view the July 24, 2011 Retail Email Index larger

The Retail Email Participation Rate: Tuesday and Friday were the most popular days to send retail emails last week.

Click to view the July 24, 2011 Retail Email Participation Rate larger

The Retail Email Seasonality Meter: The holiday season is off to a slow start. Not only have fewer retailers begun their holiday messaging, but last week less than 2% of retail emails referenced Christmas. During the corresponding week last year, more than 5% of emails referenced the holidays. It’s still early, but it appears that retailers have soured on “Christmas in July” campaigns this year and are overall perhaps feeling less pressure to begin their holiday messaging. If the trend holds up, it will speak to retailers being more optimistic about holiday sales and the economy in general.

Click to view the July 24, 2011 Retail Email Seasonality Meter larger

Selling Seasons on the Horizon:
Back to School (June-Sept.): 2010 Season Finale
Labor Day (Sept. 5): 2010 Season Finale
Christmas (Dec. 25): 2010 Season Finale
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BROWSE... Archive / Post Categories / Selling Seasons / Topics Covered / Retailers Tracked

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