The rhythm to this year’s holiday season is different, with consumers stretching purchases out over a longer period than usual. That trend softened Cyber Five sales for some retailers, with overall figures falling from last year. Still, as we predicted, holiday spend in 2021 is still on track to increase substantially over 2020.
An exception to the Cyber Five slowdown was Amazon; competitive in pricing and in command of logistics, Amazon announced that both Black Friday and Cyber Monday sales broke records. Our Amazon clients shone on the platform; by taking advantage of promotions, executing smart Amazon Advertising strategies, properly managing inventory, and being retail ready, Stella Rising clients saw outstanding results.THE BIG PICTURE
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- U.S. consumers spent $10.7B on Cyber Monday, down 1.4% from LY
- Black Friday digital sales decreased YoY, from $9B in 2020 to $8.9B in 2021
- In-store traffic rose 48% vs. LY, but was down 28% when compared to 2019
- Amazon captured 17.7% of Black Friday dollars
- Amazon drove its “biggest kickoff to the holiday shopping season ever.” Amazon’s prices were 14% lower, on average, than other retailers
- Amazon’s best-selling items included iRobot Roomba 694, Shark IQ Robot Vacuum, Fire TV Stick with Alexa Voice Remote, Echo Show 10 (3rd Gen), All-new Echo Show 5 (2nd Gen), JBL Live 300 Wireless Headphone, National Geographic Earth Science Kit, Hasbro Connect 4, Carhartt Men's Knit Cuffed Beanie, REVLON Volcanic Face Roller, and Philips Norelco Multigroomer All-in-One Grooming Kit
STELLA STATS
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- Stella Rising’s Amazon clients participated in myriad Black Friday/Cyber Monday promotions across a variety of categories. The promotions were featured across coupons, best deals, and Deal of the Day, with an average offer of 30% off best sellers or full catalog
- Stella Rising drove a nearly 300% increase to YTD average during Cyber Five for our Amazon clients
- On average, Cyber Five sales saw a +46% increase to last year
- Amazon Advertising drove an average of 85% increase in ad-attributed revenue to LY, with Sponsored Ads driving an over 114% increase
- Search impressions increased 140% to an average week
- For the majority of our Amazon clients, November was their top month YTD, surpassing even July with Prime Day, and some had the largest sales month in their history
Looking to learn more about how we prepare our clients for Amazon opportunities? Discover our content on the topic:
Blog Post: Last Minute Tips for Amazon Holiday Success
Blog Post: How to Handle Amazon Inventory Levels: All About the Born to Run Program
StellaVision Webinar: Acing Amazon Q4 2021
StellaVision Webinar: Prepared for Prime Day: Get Ready for Amazon’s Big Event
Sources: CNBC, “Amazon Touts Record Sales Amid Week Start to Holiday Shopping Season,” 30 November 2021, “Black Friday Shopping In-Stores Drops 28% from Pre-Pandemic Levels as Shoppers Spread Spending Throughout the Season,” 27 November 2021, Amazon, “Customers Drove Record-Breaking Black Friday Through Cyber Monday Sales on Amazon,” 30 November 2021
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