The 2015 holiday shopping period lifted off with a bang, setting revenue records for the Thanksgiving weekend and indicating strong revenue trends for the holiday season.
Data from Akamai Retail Net Usage Index, a tool which monitors the company's retail customers' real-time website traffic in page views per minute, supported this trend, as the average page views per minute over the five-days was nearly 70 percent above the baseline. In North America the highest spike was on Black Friday, a 109 percent increase, as people sought to avoid lines at the store and the general chaos associated with "traditional" Black Friday shopping. Thanksgiving day was a close second at an 80 percent increase over baseline. As digital takes more and more share from in-store shopping, industry research indicates that digital shopping activity will be spread out more evenly across the weekend and the entire holiday period. This better accommodates the family focused nature of the weekend, while still catering to shoppers' desire to find bargains.