No rest for the wicked in online shopping

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New data from eWAY shows changing habits of Aussie shoppers 

A chart showing year on year successful transactions 2013-2014

Australians are increasingly forgoing their day of rest to spend Sunday shopping online, according to new data released by secure online payments platform, eWAY. 

eWAY’s online retail data showed a significant increase in the number of transactions made on Sundays — up a staggering 24 per cent on the previous year. Friday also achieved strong growth with transactions up 19 per cent, while Thursdays (traditionally the longest retail trading day of the week) saw the smallest growth, up four per cent on the previous year. Transaction volumes remained at their highest during the working week.  

eWAY’s data also showed that while Australians are still shopping in the highest volumes throughout the day, the early-rising shopper seems to be a new trend, with strong increases in purchases made at 4:00am and between 7:00am – 8:00am. However it’s in the evening when we really get down to business — with transactions made around 6:00pm up a massive 45 per cent on the previous year. 

“This data is not only intriguing, but highly valuable for online and traditional retailers. It shows the changing ways that Australians are shopping, and prompts retailers to better target their offering,” said Matt Bullock, founder and CEO of eWAY. 

“Anecdotally, we’re noticing Sunday is increasingly a preferred day for shoppers, with retail hubs such as Pitt Street Mall in Sydney and Bourke Street Mall in Melbourne bustling with people. Our data shows this trend is certainly continuing online. Like traditional shopping, perhaps online shopping is now becoming an enjoyable pastime. 

“Overall, Australians spent $358 million online through eWAY retailers in August, up 21 per cent from the year before at $296 million. So it seems our love for online shopping is showing no sign of slowing down,” said Bullock.

The data covers online transactions during August 2014. An average of daily transactions was taken across a three month period May – August in 2013 and 2014, to account for any seasonal or calendar anomalies. 

eWAY August 2014 data

Growth Year on Year (YoY) in transactions by day of week

Day

Percentage growth YoY

Monday

+12%

Tuesday

+14%

Wednesday

+13%

Thursday

+4%

Friday

+19%

Saturday

+12%

Sunday

+24%

Transactions by time of day and percentage growth YoY

Time of day

Percentage of overall transactions

Percentage growth YoY

12:00

2%

+8%

01:00

3%

-19%

02:00

2%

-13%

03:00

1%

+8%

04:00

1%

+14%

05:00

1%

+7%

06:00

1%

+2%

07:00

2%

+12%

08:00

3%

+12%

09:00

6%

+5%

10:00

7%

+17%

11:00

7%

+19%

12:00

7%

+16%

13:00

7%

+16%

14:00

7%

+18%

15:00

6%

+22%

16:00

7%

+25%

17:00

6%

+29%

18:00

6%

+45%

19:00

5%

+35%

20:00

5%

+20%

21:00

4%

+8%

22:00

3%

+10%

23:00

2%

+16%