13 Apr 09 Good Friday is bad for E-commerce
Weekends are notoriously weaker for e-commerce than weekdays and when it comes to long-weekends like Easter. Good Friday is in fact, Very Bad Friday. While not being restricted by archaic no-trading laws like physical retailers are, online retailers tend to struggle on account of people being away on holiday and therefore, away from their computers during the day at work and also away from their home computers while they relax in vacation spots.
While there is an obvious short term sales slump, I wonder if clickthroughs over the holiday convert later on. With a 30 day cookie, standard with most e-commerce sites, this is easy to track by setting up a campaign with a tracking cookie separate to your regular campaigns. Try this:
- Pause your regular campaign.
- Copy the exact same ads over to a new campaign, but change your URLs to include a new tracking cookie.
- Now you can accurately measure your holiday advertising ROI vs. the norm.
