I have bought from Surfstitch for over 3 years. Never have I seen 40% of sale items.
Again, visit Alexa.com and look at the chart for Surfstitch and Swell.
The traffic since March is in a heavy downward trend and even today is continuing at the lowest in that period. Each day it's getting worse. And that's true. Check it out.
Same goes for Swell. It seems to have happened since March on both sites. Odd.
I tell it how it is mate. I certainly believe there is something to be worried about.
When traffic is getting worse by the day, it means less sales are being made.
At this rate, the worst is yet to come. And that's not a down ramp. That's how I see it based on the facts of the chart provided which does not lie.
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