Retailers should be readying themselves for another weekend of super spending, according to eBay.
Following the record breaking online sales seen on Black Friday (29 November) and Cyber Monday (2 December), as well as the weekend in-between, eBay has predicted that this coming weekend (7-8 December) could be just as big, if not bigger and retailers should be preparing a marketing strategy to take advantage of the increased traffic.
eBay also said that with the growth of faster home delivery and local services like Click & Collect, there will be an elongated peak shopping period online this December, which could run right up to Christmas week, creating this “double bubble” of busy weekends.
"The elongation of the peak shopping period online presents both a challenge and an opportunity for brands. Marketers need to stagger their ad spend and stretch their campaigns to ensure that they remain relevant for longer,” recommended Phuong Nguyen, UK head of eBay advertising.
“At the same time, the longer shopping window gives brands more touch points to influence and inspire, so they have more opportunities to convert undecided shoppers."
Nguyen added: "A few years ago, it used to be the case that marketers could down tools in mid-December, but things have changed. Not only are people shopping right up to the 25th, they're also logging on during Christmas Day itself and continue to shop through to the New Year for belated presents, sales bargains and treats for themselves that they didn't get for Christmas. There's a big share of wallet up for grabs at this time of year, so brands should make sure that their online campaigns go the distance."
eBay revealed that on Cyber Monday mobile visits to its site increased nearly 116 per cent, whilst mobile orders increased by almost 98 per cent during the weekend between Black Friday and Cyber Monday.