Sand - 1:40 am on Dec 18, 2012 (gmt 0)
Maybe it's because schools are out? Or are they? I thought kids were still in school until this Friday.
It's hard to do, but do your best to not panic during the holiday season. I work in one niche that takes a serious nosedive for about 3 weeks in December and then recovers in January. It happens every year. But if you don't have the historical data yet, it's scary.
Check the Google trends graphs on your keywords for previous seasonal data.