What are the Best and Worst Months for Ecommerce? (2024)

FAQs

What are the best and worst months for eCommerce sales? ›

While November and December, with events like Black Friday and Cyber Monday, are peak months for online sales, the summer months and post-holiday season in January and February are typically the slowest. However, with the right strategies, retailers can turn these slow months into opportunities.

As soon as the holiday shopping period ends, however, traffic drops off significantly. This decrease usually continues until March or April, meaning that January and February are typically the lowest-volume months of the year for most* eCommerce sites.

E-commerce seasonality is a relatively simple concept to understand. It refers to the fluctuations in customer purchasing behaviour that occur throughout the year.

The best months of the year for ecommerce are November, December, and January. November marks the start of the holiday season in the United States and includes high-volume sales days such as Black Friday and Cyber Monday.

Traditionally, the best months for retail sales include November and December, largely due to the holiday season. The period from Thanksgiving to New Year's Day witnesses a surge in consumer spending as individuals shop for gifts, decorations, and holiday-related items.

US ecommerce growth continues to outpace total retail growth

Compared to both the prior quarter and the prior year's Q4, ecommerce sales slowed in Q4 2023. In Q3 2023, U.S. ecommerce sales grew 7.8%. That's closer to the growth rate in Q4 2022 (7.7%).

Looking at historical data, the slowest month for online sales tends to be February. In particular, after Valentine's Day, sales drop significantly and remain low for the rest of the month. After the Valentine's rush, there are few major shopping events to stimulate customer interest and spending.

What is the slowest month for business? ›

Traditionally, summer is a slow season for new sales in the business-to-business world, and this particular downturn is usually at its worst in July. There are many factors that contribute to slow business months. Most families take trips with their kids, while others leave for quiet vacations with their spouses.

August is a welcome arrival for few businessowners. In fact, unless you're in the tourist business or you're selling products specifically for the summer, it's the worst time of the year.

Statistically, the summer months generate the least amount of ecommerce sales, dipping by as much as 30% compared to December. Being able to determine the slower months for online sales for your business is half the battle.

To forecast seasonal demand, you need to collect and prepare data from various sources, such as your e-commerce platform, analytics tools, social media, and industry reports. You need to have enough data to cover at least one full year of sales, preferably more, to capture the seasonal variations.

There are three common seasonality types: yearly, monthly and weekly. Yearly seasonality encompasses predictable changes in demand month over month and are consistent on an annual basis. For example, demand for swimsuits and sunscreen in the summer and notebooks and pens leading up to the new school year.

While the retail industry experiences a surge in sales during certain periods, it's equally important to recognize the slower months, which typically fall in January and February. After the festive frenzy of holiday shopping, consumers often tighten their purse strings, leading to a noticeable dip in retail activity.

Admit to your co-workers or manager that this month is a bad one, but don't pout or sulk about it. Keep telling yourself you're going to turn it around and that you're going to plan a big week next week and a big month next month. Then, keep saying it repeatedly, and finally, take action to make it a reality.

Statistically, the summer months generate the least amount of ecommerce sales, dipping by as much as 30% compared to December. Being able to determine the slower months for online sales for your business is half the battle.