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.
This post-holiday period is marked by a collective breath as shoppers recover from the expenditure of gift-giving and the indulgence of end-of-year sales. Statistics have shown that e-commerce sales can experience a decline of up to 30% during these slower months compared to the highs of December.
The trend is not isolated to fashion e-commerce , brick-and-mortar also feels the chill of the new year. With customers focusing on savings rather than spending, January and February are traditionally the slowest months for online fashion retailers. Interestingly, while November, December, and January are among the best months for e-commerce overall, the latter part of January and February sees a shift as the initial post-holiday sales wane.
The decrease in traffic and sales usually continues until March or April, marking a challenging period for retailers who must find ways to engage with customers and get the business momentum going for Spring and Summer months.
As we look at the broader picture, it's important to look at an industries annual growth rate. The fashion industry saw an 8.3% increase in 2022, a slowdown from the previous year's 18.4%. This indicates a stabilization after the pandemic-induced boom in online shopping.
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RETAILBOSS
RETAILBOSS provides well-curated, research-driven news and insights into the trends and business aspects of the rapidly evolving retail industry.
FAQs
The slowest months for eCommerce are traditionally January and February.
What are the slowest months for sales? ›
January and February are typically considered the slowest months for retail as consumers recover from holiday spending and focus on post-holiday savings.
What months are best for ecommerce? ›
November, December & January
When you think about how many sales there are throughout winter, it will come as no surprise that the winter months are the best months for generating ecommerce revenue.
What months do people shop the least? ›
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.
What are the worst months of the year for retail? ›
January and February are the worst months of the year for retail sales overall. December is the best month of the year. In December, people go on the final stretch of the holiday buying binge. In January, gift-buying is over, and retailers get the returns (negative sales).
What is the slowest month for eCommerce? ›
The slowest months for eCommerce are traditionally January and February.
Why is January the slowest month? ›
Doctors said the fact that it comes after the holidays plays a role. The months fly by leading up to Christmas and New Years, and you are busy with family and friends. Then January comes and it all just stops.
What is the busiest day for ecommerce? ›
Increased Sales
Monday is the day that online sales tend to be the highest. This is partly due to the Monday Rush and the fact that people are in a “buying mood” after the weekend. As a result, if you can successfully target consumers on Mondays, you are likely to see an increase in sales and revenue.
Is July slow for ecommerce? ›
Summer can be slow in ecommerce. You probably know why: people are out and about more‚ companies often hold onto their new releases for high-peak sales periods‚ and it's the time of year when many go on holiday.
What is the seasonality of e-commerce? ›
E-commerce seasonality is a relatively simple concept to understand. It refers to the fluctuations in customer purchasing behaviour that occur throughout the year. During some periods of the year, sales are incredibly slow, whilst other periods are so busy businesses can hardly keep up with the demand.
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.
What time of year are clothes cheapest? ›
Best Times of Year to Go Discount Clothes Shopping
- Right After Major Holidays. ...
- Black Friday. ...
- Cyber Monday. ...
- Back to School Periods. ...
- Spring Break. ...
- White Sale. ...
- Boxing Day. ...
- Specific Brand Sales.
The customers you will serve during the fall and winter are all recouping from the summer themselves, so September tends to be one of the slower months.” The September kickstart gets the necessary organization underway to regroup and be prepared for the pick up in traffic.
What are the slow months for sales? ›
When are the slowest months for retail sales? The first few months of the year are typically the slowest retail months. After spending significant sums in the months leading up to the holidays, some shoppers have the blues after receiving their credit card bills in January.
What is the quietest month for retail? ›
January. Many businesses find January to be one of the quietest months of the year, but for online retailers, it can be incredibly lucrative.
What is the slowest month for home sales? ›
Typically, winter time is the slowest of the year to sell a property, specifically November, December, and January. However, there are some exceptions because there are several conditions that affect the housing market.
When you have a bad month in sales? ›
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.
What months are seasonal sales? ›
Let's break down the four retail sales seasons and discover things you can take advantage of and steps you can take to minimize lulls.
- The holiday season (October through December)
- The post-holiday/New Year season (January through March)
- The spring season (April and May)
- The summer slowdown (July through September)
January Comes After December
This is the top reason why January is the slowest month for car sales. It's not about the cold weather, but it all has something to do with the month before that – December. The last month of the year is the busiest, with the holiday season and many people go shopping.
