Consumer visits to financial sites are at an all-time high, up 27% year-over-year (YoY), signaling that consumers are continuing to transition to online banking. The trend also shows that consumers may start preparing financially for the holidays starting in October, long before Black Friday.

The Adobe Digital Index analyzed 7.9 billion visits to 100 financial institutions in the United States from May 2012 to April 2013. We found that visits begin to escalate consistently beginning in October and peak on December 3rd at 35% higher than a normal day. Visits rise again in January when consumers may start reviewing if they overspent their holiday budget.

Visits to Financial Sites

Consumers delay checking on direct deposits

Spikes in visits demonstrate consumers are visiting financial sites three days after a pay period, with the largest number of visits occurring on the 4th and 18th of the month – generating 10% more traffic than other days during the month. Consumers also prefer to visit financial sites during the week, with Monday being the highest at 19% higher than an average day.

Visits to Financial Sites by Day

Bank on targeted marketing opportunities this holiday season

The increase of visits to financial sites before the holidays gives institutions an opportunity to provide targeted holiday related credit card, personal loan, or saving plans through search, display, and social advertising. These offers could also prime the consumer for other upsells along the way.

The 4th and the 18th of the month could also be seen as opportunities for retailers, media outlets, and banks to market products to consumers. Targeting consumers with discounts, promotions, or similar offers leading up to and on these days of the month could lead to better conversion rates for the masses looking to spend or save their hard earned money.