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It’s not just weekend traffic patterns that change in the summer — what and when people shop online also shifts. It’s no secret that online shopping tends to slow in the summer. But that doesn’t mean people won’t open their wallets. It just means they’re more likely to buy fewer, bigger items — and to do that shopping on different timelines.
New research from SumAll found that in the summer, consumers are most likely to buy big-ticket items on Mondays — and least likely to do so on Fridays. Weekend days in general perform poorly in the summer months.
The report didn’t specifically study why buying habits shift, but speculated that contributing factors might be people being away from home on the weekends and using Monday to make purchases they decided on over the weekend. Those Monday shopping sprees may also be a way to cheer themselves up as they return to work after a leisure-filled few days.
Such daily and seasonal shifts in consumer habits can be useful for knowing when and how to position promotions, sales and other sales-generators.