December is a huge month for sites that sell products. It’s also a huge month for sites that review products. Ad revenues go up in December for these sites – Adsense clicks are through the roof on most keywords related to anything that is commonly purchased for Christmas.

I’ve had a few people email me lately asking if there is a reason why their traffic would be slightly down during the last week or two. They obviously were hoping that their traffic would go up during this season. The explanation is very simple. If you have a site that people would use to get ready for Christmas (shopping, product reviews, consumer stuff) your traffic is probably up. If you have any other type of site, your traffic is going to be down at least somewhat, unless you have been able to do something very extraordinary.

To further illustrate, I grabbed a chart from Alexa that shows the reach for Court’s Internet Marketing School,, and for the last six months:

Traffic Graph

To provide further evidence, here is a graph of the same time period showing Shoemoney, John Chow, and Problogger:

Big Guns Traffic

There’s no doubt that all six of these sites have dipped during the last two weeks. For those of you that emailed me worried about your slumping traffic – this isn’t anything to worry about. It’s going to happen every December to these types of sites. Product sites are going to get some of their traffic. We’re all still doing just fine and after the season we’ll come back stronger than ever.