Verizon Unveils Retail Index to Track Online Holiday Retail Patterns

Verizon Enterprise Solutions is launching the Verizon Retail Index. Designed to identify online traffic patterns in the United States that Verizon attributes to consumer retail shopping activity, the Verizon Retail Index will measure average daily traffic and peak volumes from the Verizon IP network during the holiday season.

Initial findings, which also include data insights based on cloud hosting traffic from the Verizon Cloud, will be posted at 9:30 a.m. ET on the Verizon Enterprise Solutions News Center starting Friday (Nov. 28) and will continue through the end of 2014. Information will be available here and updated daily.

verizon-cloud-thanksgiving“The size and strength of the Verizon IP network and our cloud platform give us tremendous insight into online shopping trends among consumers,” said Michele Dupre, vice president of retail and hospitality at Verizon Enterprise Solutions. “The Verizon Retail Index offers decision makers and influencers in the retail, shipping and transportation industries a fresh point of view about online consumer habits.”

Calculating the Verizon Retail Index

The Verizon Retail Index is based on traffic data attributed to consumer shopping activity from the company’s networks over a 24-hour period. Based on historical network data, Verizon has assigned a baseline value of 100 to represent the average daily traffic rate. As part of its analysis, Verizon also will factor in select cloud hosting data and provide the data with insight from the company’s leading retail experts. Each day the Retail Index will be presented on a graph to provide an at-a-glance view of the 2014 online holiday shopping season.

Traffic patterns in 2013

In 2013, Verizon already used data from its cloud hosting environment to analyze online traffic patterns. Between the five-day period from Thanksgiving through Cyber Monday, Verizon’s findings included:

  • Early seasonal promotions – Retailers front-loaded the start of the holiday shopping season with online promotions starting at least three weeks in advance of the Thanksgiving holiday shopping weekend on average.
  • Post-turkey blitz – Online shopping on Thanksgiving Day continued to pick up steam from the prior year with peak volumes occurring after 6 p.m. ET.
  • Cyber Monday – Some retailers experienced peak volumes between midnight and 2 am ET leading to a 35 percent increase in traffic and order volume year over year during the one-day period.