Tradedoubler TrackerTM - January 2004

The Tradedoubler TrackerTM is a monthly report detailing online sales volumes and trends across Europe, based on Tradedoubler’s monitoring of sales made through its European network. The data contained within the tracker shows results from 660 advertisers, spanning a multitude of different sectors. Tradedoubler is an independent third party tracking technology.


Whilst sales volumes declined from January 2004 compared to December 2003, the actual sales value generated through Tradedoubler’s European network increased. From this it can be deduced that consumers tend to purchase lower value items in the run up to Christmas but then take advantage of the January sales period by purchasing higher value items, thereby mirroring traditional retailing habits.

Last month's Tracker predicted that Travel would rise significantly in January, however the actual increase in sales of 127%, as consumers take advantage of early booking offers, has outstripped expectations. The increase in sales in the Travel Sector both month on month and year on year is explored in more detail in this Tracker.


  • Despite a drop in sales volumes in January following strong online sales in the run up to Christmas, actual sales values have increased month on month as customers take advantage of January sales by purchasing higher value items.


  • Whilst retail sectors decline month on month following a period of strong Christmas sales in December, both the financial services and travel sectors increase.
  • As expected the travel sector shows a particularly strong increase of 127% as customers take advantage of January sales discounts and early booking offers for 2004 travel.
  • The 47% increase in the financial services sector can be attributed to consumers paying more attention to ensuring their finances are in order after the high spending pre-Christmas period.


  • All sectors show a strong increase year on year as consumer trust in the internet and online shopping grows.
  • The travel sector increased by a huge 275% over the same period last year suggesting that consumers are increasingly turning to the internet to book their travel arrangements as opposed to traditional travel agents or telephone bookings.
  • This trend can be attributed to the efforts of major travel companies to promote online bookings with a view to lowering their cost per sale. Prices online are often significantly cheaper than those made by phone or with a travel agent and the website is more frequently becoming the sole call to action in travel advertising.


  • As stated above Travel bookings increased by 127% from December to January. This graph further demonstrates how sharply bookings increase in January when compared to results for the last 5 months following the peak travel period last summer.

About Tradedoubler

Founded in 1999, Tradedoubler is the European leader in providing online marketing and sales solutions. Industry leaders all over Europe have partnered with Tradedoubler to work with performance-based marketing and to manage online relationships, in order to increase sales and improve online business. Tradedoubler is headquartered in Sweden with a presence in 15 other markets, and customers include Apple, Dell, John Lewis, Renault and Kelkoo. Please visit for further information.

Editorial contacts

Bite Communications
Georgina Blizzard
T: +44 (0) 20 8834 3460

William Cooper
T: +44 (0) 207 351 9722