Mixed Results for the 2025 Online Sales
The winter sales of 2025 have wrapped up with a generally positive outcome, despite a variety of trends emerging across different market segments and discount periods. The Webloyalty Panel, which tracks 32 leading French e-commerce sites, reported a 4% increase in sales compared to 2024, although there were notable discrepancies across the various discount phases.
Sales Surge Amid Sector Declines
Online sales during the winter promotions saw an impressive surge with order volume jumping by 114% compared to the previous day. Overall, sales grew by 4% from 2024, reflecting a modest but noticeable recovery. However, the fashion sector contradicted this trend, experiencing a significant drop of 10% year-on-year, despite a staggering 170% spike in orders on the first day of the sales.
This season’s sales have highlighted a continuing consumer focus on purchasing essential items, particularly those that tend to be more expensive outside promotional periods. Though the overall data from the Webloyalty Panel indicate a growth, it’s important to note that this increase is not uniformly spread across all sectors.
Comparative analysis of the second and third discount phases reveal a decline in transaction volumes, with reported decreases of 22% and 11% respectively. Sectors such as fashion and home goods were notably impacted, registering declines of 18% and 24% in fashion, alongside declines of 13% and 10% in home goods.
Buying Peaks and Consumer Behavior
Consumer buying patterns have shown distinct peaks during weekends and promotional launch days, emphasizing the critical role these periods play in the overall shopping experience. The concentration of purchases during those times suggests that retailers may need to strategically focus their marketing efforts around these peaks to maximize sales opportunities.
Mobile Shopping Dominates
In the 2025 sales season, mobile shopping has established itself as the leading sales channel, with mobile transactions accounting for more than half of all purchases. The overall share of mobile shopping stands at an impressive 59%, with 60% in the home goods segment and 54% in fashion. These statistics reinforce the longstanding trend of increased mobile usage in online sales, despite the fluctuations in transaction volumes observed during different promotional periods.
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