Universal Store and City Chic have recorded double-digit percentage jumps in traffic last month according to research from software company Similarweb and finance firm Jarden.
In a note to investors, Jarden analysts compiled data from Similarweb covering many of the ASX-businesses it tracks. The data shows Universal Store saw a 31 per cent jump in online traffic momentum for January 2025 compared to the same month last year, while City Chic traffic was up 28 per cent.
Other notable lifts in website traffic for January include Big W (30 per cent), Kathmandu (19 per cent) and Platypus (18 per cent).
In full-year growth to the end of January this year, Platypus scored a 37 per cent bump up in website traffic, with Just Jeans up 33 per cent and The Athlete’s Foot at 30 per cent.
According to Jarden analysts, online traffic was up by around 2 per cent year-on-year across the board in January across the 52 brands they track. This follows a strong cyber period, driving further lifts in online penetration, led by global marketplaces.
“Only 3 of the 11 subcategories we track were negative in January, a positive and consistent with stronger spending across discretionary goods (not services ⁄ food), based on Westpac credit card data to 7th Feb,” the analysts wrote.
“We continue to see upside risk to 1H25E results for discretionary, as per NCK (Nick Scali today.
“By category, other (+14%), softgoods (+13%) and household goods (+5%) were strongest, whilst meal kits (-14%), hardware (-6%) and category killers (-3%) were weaker.
Some of the tracked brands also recorded declines in website traffic, including Catch.com.au – which is currently being wound down by parent company Wesfarmers. The data shows that website traffic momentum for Catch was down 5 per cent in January and down 26 per cent in full-year to January.
While David Jones’ website traffic was down in January and over the last three months in year-on-year terms, the department store’s year-on-year traffic lifted by 24 per cent.
Myer and Target both recorded declines. They both recorded two per cent dips respectively for the month of January year-on-year, with Target traffic also falling 7 per cent for the quarter and 14 per cent for the year. Myer traffic fell just 4 per cent in the quarter and 10 per cent in the year.
Kmart, meanwhile, was modest, with an 8 per cent lift for the month and a 2 per cent lift for the year.
The harshest falls were noted by Foot Locker, with online traffic momentum falling 18 per cent for the month, and 27 per cent for the year.
Jarden analysts added that they are optimistic about the first half of FY25 results, with the most upside risk for household goods and fashion. This comes as ASX companies begin releasing their audited first half results over the coming weeks.
“Holiday trading across discretionary has been better than expected, with all key discretionary goods categories sales up during key cyber/holiday period,” Jarden analysts write.
“Furthermore, data and our industry discussions suggest growth has continued into January given rising consumer confidence, clean inventory, business conditions, high savings and improving household cashflow. The above, coupled with a likely February rate cut, should set retailers up for a stronger 2025, with costs (FX, freight) the key risk.”
They added that while the consumer is looking more positive, they do see the competitive backdrop intensifying, particularly via the likes of Amazon – including its new Haul site – Temu ⁄ Shein and DTC, “with more investment by incumbents needed in supply chain.”