A detailed review of the 2023 US Black Friday Cyber ​​Monday results

According to Adobe Analytics, in the five days from Thanksgiving to Cyber ​​Monday (Cyber ​​5), US e-commerce sales exceeded US$38.1 billion, an increase of 7.9% from US$35.3 billion in 2022. Compared with last year's single-day sales data, Cyber ​​1 had the highest year-on-year sales growth, up 9.6%, and Thanksgiving had the lowest growth.

According to Adobe Analytics data, during the Black Friday period in the United States, consumer electronics was the category with the largest increase in e-commerce sales, up 152% year-on-year, followed by smart watches, TVs, and speakers, with increases of 577%, 484%, and 376%, respectively. Globally, footwear sales increased by 23% year-on-year, health and beauty products by 21%, and skin care products by 20% year-on-year.

According to Adobe data, online sales in the United States on Black Friday reached $9.8 billion, and smartphone sales reached $5.3 billion, up 10.4% year-on-year, accounting for 54% of total sales. Mobile shopping accounted for 59% of online sales on Thanksgiving Day and 51.8% of Cyber5's total sales.

80% of consumers decide to use standard shipping, while with curbside pickup, this trend has fallen back, with BOPIS only being used in 12.7% of online orders, compared to 14.8% in 2022.

According to Salesforce, 2023 was a year of high traffic and order volume, with global e-commerce sales reaching $298 billion during the seven-day period, and global e-commerce traffic increasing by 5% year-on-year, including in the United States and Europe. During Black Friday, e-commerce traffic in the United States (9%), Europe (8%) and the world (8%) all increased.

During Cyber5 2023, Numerator surveyed over 5,000 verified buyers to understand what they purchase, where they shop, and what influences their decisions.

During Cyber5, U.S. consumers made purchases by searching retailer websites (51%), viewing digital ads (43%), making lists of products to buy (33%), using search engines to find deals and/or products (31%), and browsing social media (24%).

According to DigitalCommerce360's analysis of Sametime data from the top 1,000 retailers, the 25 to 34-year-old group accounted for 25.0% of online shoppers in November, up from 23.8% in June. The proportion of consumers aged 18-24 also increased, from 18.8% in June to 19.9% ​​in November.

In contrast, the proportion of older consumers visiting e-commerce sites has declined, with consumers aged 65 and above accounting for 7.5% of visits to the top 1,000 retailers in November, down from 8.1% in June; the decline in the 55-64 age group was smaller, from 12.6% to 12.0%; and the 45-54 age group fell from 15.8% to 15.4%.

In November, 26.0% of visits to apparel and accessories websites were from people aged 25-34, up from 25.1% in June. The share of people aged 18-24 increased by 1%, while the share of people aged 55-64 and 45-54 each decreased by 1%.

The importance of consumers aged 25-34 and 35-44 to electronics e-commerce retailers also increased, with the former rising to 27.3% from 25.6% in November and the latter rising to 22.2% from 20.9% in November. However, the toys industry saw a different shift, with all groups aged 35 or older accounting for a higher proportion of visits in November than in June.

The number of women in the US online shopping group increased significantly in November compared to June. During the holiday season, 53.7% of visits came from women, up from 52.5% in June. The share of female consumers on sporting goods (up 5.2%), electronics (up 4.7%), and flowers and gifts websites (3.2%) also increased significantly.

Categories where male visitors’ share increased by more than 1% were office supplies (up 6.1%), home furnishings (up 2.8%), and clothing and accessories (up 2.7%), although their share also grew slightly in hardware and accessories.

The biggest spike in web traffic this season occurred in the jewelry category, which saw a 51.4% increase in site visits over June, with other large and seasonal increases in site visits in Flowers & Gifts (up 48.5%), Apparel & Accessories (46.8%), and Toys & Hobbies (up 30.5%).

The only categories to experience seasonal declines in site traffic were Hardware & Home Improvement (down 10.0%) and Auto Parts (down 8.1%).

Editor✎ Ashley/

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