Online retailer eBay has launched a new Christmas Tracker tool to help advertisers and brands best plot their festive campaign releases.
The tracking utility uses search and purchase data across a range of shopping categories to calculate the peak influence windows for brands to reach shoppers whether they are merely browsing or opting to purchase some goods.
The brand tool will look at consumer searches and purchases on eBay across six retail categories: “Toys and Games”, “Consumer Electronics”, “Baby”, “DVDs, Films and TV”, “Home, Furniture and DIY” and “Clothes, Shoes and Accessories”, from data gathered during the run up to Christmas 2013.
Phuong Nguyen, director of eBay Advertising UK, said: “Every advertiser knows when the busiest shopping days fall in the run-up to Christmas, but we wanted to see how this plays out at a category level.
“Our data shows that the Christmas influence window – from when browsing peaks to when buying is at its highest levels – varies considerably from one category to the next.”
Nguyen added: “To be most effective this Christmas, advertisers need to think beyond Black Friday and Cyber Monday, and plan at a category level.”
The auction house is reportedly courting a takeover of struggling online clothing retailer ASOS. It will likely see substantial growth in the run up to Christmas if the acquisition goes ahead.