It is normal in retail ecommerce to start the "January" sales after the last shipping day before Christmas. For retailers that don't have Next Day delivery, this year the online "January" sales started on the 21st December.
Shoppers before Christmas will be looking for Christmas presents, so most online retailers will see low conversation between 21st December and 25th December. However, on Christmas day converstion will start to increase. This year we have seen the busiest day for the "January" sales occur on Boxing day.
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