Mondays are definitely something special during the holiday shopping season. But not all Mondays are created equal and context is key.

screen-shot-2016-12-21-at-2-57-22-pm Remember how Datacember concluded that Mondays during the holiday season are big shopping days and key days for retailers? Well, the final Monday of the holiday shopping season is in the books and while the conclusion still holds up, the last Monday of the season wasn’t exactly the powerhouse we were expecting. Before we get to the numbers, we’ll just say: Yes, you should be panicked if you haven’t finished your Christmas shopping. We’re down to days. OK, with that bit of housekeeping out of the way, let’s take another look at holiday Mondays’ performance. First off, if we look at the super star Mondays, what we’ve identified as the Mondays between Nov. 21, which was Monday X, to Dec. 19, which was Mailing Monday, there is no doubt the much maligned day of the week outperformed the holiday season average — by a lot. Product views, which act as a good proxy for engagement, were above average to well-above-average for the last five Mondays of the season. Cyber Monday was huge of course, racking up 90 percent more product views than the season’s daily average. But even Green Monday came in at 45 percent above. Chart showing Monday product views compared to holiday average Conversions generally followed suit, with Cyber Monday taking its rightful place as the conversion leader and the other Mondays holding their own. Chart showing Monday conversions compared to holiday season as a whole But if there is one thing that Datacember has learned, it’s that it is necessary to view all things in the relevant context. Sure, the Big Five Mondays are, well, big, but how do they stack up in terms of the home stretch of holiday shopping? Generally speaking, shopping activity intensifies as Christmas approaches. The Mondays from late November to late December are situated in the midst of shopping crunch time. If you look at how the five Mondays performed compared to the average performance during the period from Nov. 21 (Monday X) to Dec. 19 (Mailing Monday), the picture is slightly different. Product views are still strong on the now well-established Cyber Monday and Green Monday when compared to the daily average late in the season. Cyber Monday, for instance saw 60 percent more product views that the late season daily average. And Green Monday was 23 percent ahead of the average. But the number of views are closer to average on the other three Mondays — one of which is unnamed and two of which were named by Datacember. Chart showing Monday product views compared to late holiday views The pattern holds true for conversions, too, though not as markedly as is the case with product views. Only Monday X, the Monday before Thanksgiving, came up below average in terms of conversions. Chart showing Monday conversions compared to late holiday converstions The 2016 numbers take a little of the shine off the Monday Miracle, which was fairly prominent in 2015. But we’re not ready to count Monday out as something special during the holiday shopping season. In fact, it is a day we’ll be keeping an eye on in holiday seasons to come. Mike Cassidy is BloomReach’s storyteller. Contact him at mike.cassidy@bloomreach.com; follow him on Twitter at @mikecassidy.