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.