News & Resources

Trend Tracker: Christmas and Western New Year Celebrations Dampen Traffic Globally

The Trend Tracker series from SupplyFrame leverages our proprietary market data to explore how major events and holidays affect online behavior in the semiconductor industry.

The upcoming holiday season in the West will significantly impact global semiconductor industry web traffic. Christmas, Hanukkah, and other Winter celebrations are observed across North and South America as well as Europe and beyond.

Semiconductor web traffic was down about 32% globally during the final week of 2011. We recommend caution in launching new marketing initiatives around the globe during the last week of 2012 as well as the first week of 2013.

To see why, let’s take a look at FindChips.com traffic during this same period last year.

Winter Holidays & New Year’s Celebrations

Christmas landed on a Sunday in 2011, and traffic began dipping the Thursday prior. Since the holiday fell on a weekend, many companies opted to close the following Monday. The week between Christmas and New Year’s is traditionally slow, and traffic during that week was down about 32% compared to a prior non-holiday week.

Click to Enlarge
Christmas and New Year’s circled in red … arrows show slow post-holiday rebound

We see in this chart that traffic was depressed between the two holidays. Things remained especially sluggish for two days after New Year’s Day.

This Year’s Holiday Season

Christmas and New Year’s Day fall on Tuesdays this year. We can expect many businesses to also close on the prior Mondays (24th and 31st ). Some companies will choose to take the entire week of 12/24-28 before opening again Wednesday January 2nd. We can also expect traffic on January 3rd and 4th to be depressed.

Marketing initiatives running or launched between December 24th and January 2nd 2012 will play to lower traffic globally. Users in geos like North & South America and Europe will be absent in even more significant numbers.

Insight

Though these are “Western” holidays, Christmas and New Year’s make ripples worldwide. We suggest advertisers carefully weigh the pros and cons of campaigning during this period. Time and money may be better spent sharpening your initiatives for mid-January and beyond and making your New Year’s resolutions!

Stay tuned for upcoming posts about online traffic trends in the semiconductor industry. Next up: Chinese New Year, February 10-12, 2013.

 

 


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