Amazon is expected to win big via ecommerce this holiday season, bringing in a projected $106.18B in sales; Walmart ranks in a far distant second place, at $20.37B. This is not to say that Walmart won’t have a strong season—but when looking at ecommerce, Amazon’s lead is still hugely significant. The Turkey 5 numbers we review here certainly reflect Amazon’s 2023 holiday strength—but U.S. consumers are not yet finished. 43% of women and 54% of men say they will do all or most of their holiday shopping in December—with the balance reporting they will still shop a bit, or that they are finished. Describes one of our Glimmer panelists, “I am a last-minute shopper and do most of it online. I actually get good deals and never seem to miss out on what my family wants.”
AMAZON TURKEY 5: Infographic Highlights
- 8.5%: The increase in Black Friday ecommerce sales, outpacing expectations
- While Amazon doesn’t report sales figures, it did say that 500M items were purchased from small- and medium-sized businesses; this was another Amazon event where consumers favored beauty and household items, relying on the retailer to help them level up their lives in little ways.
- Mobile devices accounted for 50.1% of November total ecommerce revenue, but conversion rates were double for desktop
- Buy Now Pay Later orders jumped 72% WoW and 42.5% YoY
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Stella Rising clients’ average Turkey 5 revenue was:
- +134% to an average day
- +44% to Turkey 5 YoY
- 20-30% off: the average discount offered
- 426%: Average Amazon Ads search ROAS
- 708% Average DSP ROAS
At Stella Rising, our marketplace and retail media strategies help brands outshine competition on-platform and connect with consumers who will love them. Seeking to power your 2024 strategy? Connect with us.
Additional Sources: Insider Intelligence: “The Top 6 Holiday Ecommerce Retailers This Year,” 29 November 2023, “Amount of Holiday Shopping that U.S. Adults Plan to Do During December, by Gender,” November 2023
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