{"id":183682,"date":"2023-12-06T20:20:34","date_gmt":"2023-12-06T20:20:34","guid":{"rendered":"https:\/\/www.similarweb.com\/blog\/?p=183682"},"modified":"2024-05-15T12:22:48","modified_gmt":"2024-05-15T12:22:48","slug":"cyber-five-followup","status":"publish","type":"post","link":"https:\/\/www.similarweb.com\/blog\/insights\/ecommerce-news\/cyber-five-followup\/","title":{"rendered":"Cyber 5: Less Traffic, More Ecommerce Revenue"},"content":{"rendered":"

Ecommerce websites saw fewer but more motivated visitors during the 5 days including Thanksgiving, Black Friday, and Cyber Monday<\/h2>\n

Updating our analysis of the sales period stretching from Thanksgiving and Black Friday through Cyber Monday, we\u2019ve been working on reconciling our finding that traffic dropped with reports from other sources that revenues were up. We also looked at the winners in the key categories of Consumer Electronics, Fashion & Apparel, and Beauty & Cosmetics.<\/p>\n

These findings are excerpted from a longer report, Unwrapping Cyber 5 Insights 2023<\/a>, which also goes deeper into Amazon-specific sales trends.<\/p>\n

Inflation eased to 3.2% YoY in October 2023. Nevertheless, consumer confidence remains subdued. While external revenue data indicates an 8% increase in spending, Similarweb Digital Data reveals a 7% decline in traffic during Cyber 5. Notably, top retailers experienced a decrease in unique users. However, a small number of shoppers exhibited a strong preference for deep discounts, ultimately driving revenue growth.<\/p>\n

While Cyber 5 sales were even more successful for Beauty players than last year, traffic to Electronics sites, Department Stores and Specialty Retailers collapsed<\/h2>\n

During Cyber 5 2023, the top 704 ecommerce domains<\/a> observed a -7% drop in visits year-over-year (YoY), showcasing lower shopper enthusiasm. According to a Similarweb survey of 1,668 US Consumers, 34% are spending less on holiday gifts than last year, with 56% diminishing the number of presents they will purchase.<\/p>\n

\"traffic<\/p>\n

A minority of shoppers drove an increase in sales at major retailers<\/h2>\n

Unique Visitors<\/a> are down YoY for most players besides Temu<\/a> and Lowes.<\/p>\n

Audience Size of Top Retailers on Cyber 5, 2023 vs. 2022<\/strong><\/p>\n

US, Desktop & Mobile Web<\/p>\n

\"Audience<\/p>\n

An 8% increase in spending (Digital360) most likely due to cash-strapped Cyber 5 shoppers who previously postponed purchases to benefit from the discounts.<\/p>\n

Despite the traffic decrease we observed, Cyber 5 spending was up 8%, according to a Digital Commerce 360 report<\/a>. We suspect this is explained by a motivated fraction of cash-strapped shoppers who previously postponed purchases, waiting for discounts.<\/p>\n

Likelihood of Adopting Shopping Behavior More Than Last Year, Broken Down by Cyber 5 Levels of Visit Activity*<\/strong><\/p>\n

Similarweb Market Research Panel Survey, US, November 2023, n=1,039<\/p>\n

\"Likelihood<\/p>\n