Fitbit is ending the year on a healthy note.
All signs from third-party platforms point to Fitbit being one of the big winners this holiday season, driving up the company's stock even as the wearable device maker faces mounting competition from technology giants like Apple.
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Amazon announced Monday that the Fitbit Charge, an activity-tracking wristband, was among the three most popular items ordered using Amazon Prime's free same-day delivery option this holiday season.
On Christmas Day, Fitbit's app soared to the top spot on Apple's list of the most popular free applications, suggesting that many, many people found Fitbit devices under the tree that morning. (It remained in the top five free apps as of Monday morning).
Looks like @fitbit might have had a good Christmas $FIT pic.twitter.com/ONq68obkiY— Tim Bradshaw (@tim) December 26, 2015
Fitbit, an eight-year-old company, went public in June amid a wave of skepticism about the impact that Apple's new smartwatch might have on its business.
Yet Fitbit has consistently beaten Wall Street's earnings estimates in the second half of the year. On a conference call with analysts in November, Fitbit's CEO said the Apple Watch had "no material impact" on its business. And now Fitbit is proving to be one of the most popular gifts over the holiday season, a key period for gadget shopping.
Translation: Don't count Fitbit out yet.
That doesn't necessarily mean the Apple Watch is doomed either. Despite some troubling early signs -- discounts, discounts and more discounts -- Apple has already sold millions of the devices making it a quick new billion-dollar product line for the company. And the second generation is likely coming soon enough to woo those on the fence.
Instead, some industry watchers now believe there are enough wrists out there for both Fitbit and Apple to succeed -- at least for this holiday season.
Still hearing Apple Watch and Fitbit are killing it at retail this holiday. I expect a good Q1 as well given resolutions and Chinese NY.— Ben Bajarin (@BenBajarin) December 22, 2015
Wall Street investors jumped at these early positive reports, sending Fitbit's stock up as much as 4% in early trading Monday.