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Online Report Suggests Online Retailers Aren’t Ready for Holiday Shopping Traffic Surge

Online Report Suggests Online Retailers Aren’t Ready for Holiday Shopping Traffic Surge

Ahead of the 2021 holiday season Queue-it, a startup that provides retailers with a virtual waiting room to help them control online traffic surges, analyzed year-over-year website traffic trends around the holidays to see what retailers can expect this year. In a study tracking more than 1.57 billion visitors across 95 major retailers worldwide, Queue-it found that daily online traffic more than doubled from an average of 22 million visits to 49 million from through the week of Black Friday.

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Queue-it’s virtual waiting rooms tracked 403.4 million visits during Black Week (the Monday before Black Friday through Cyber Monday) 2020, which represents a 105% increase over 2019, when normalized for a larger retailer sample in 2020. The research suggests this year’s visitor traffic will continue to increase when compared to 2020.

While Black Friday itself remained the day with the most compressed surge in online traffic with 76.4 million visitors, post-Black Friday shopping didn’t see a sudden drop-off.


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When breaking down traffic by category, Electronics retailers attracted the most digital foot traffic. Visits to electronics retailers reached 477.5 million during the 2020 holiday season, making up 30% of all traffic during the period. Health & Beauty came in second, with 400.7 million visitors, or 25% of all traffic. Mass merchants/Department stores were third most popular, with 294.6 million visitors, constituting 18% of all 2020 holiday season traffic.

The research is based on web traffic from a sample of 95 online retailers using Queue-it. The retailers are based in 25 countries across 6 continents. All traffic date stamps are based on UTC. Year-over-year changes are normalized for a larger sample of retailers in 2020. The 207% overall increase is also normalized for a shorter data timeframe in 2020 (November 27th – December 30th, 2019 vs November 25th – December 21st, 2020).

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