Note: This is a regular feature published by ChannelAdvisor highlighting the Same Store Sales (SSS) across our wide range of thousands of retailers and billions in GMV. Details on the SSS including background, methodology, disclaimers and schedule can be found in this post.
Here is the updated Cyber Five chart with our Cyber Saturday (yesterday November 29) completed:
First, it’s important to note that most retailers (and channels like eBay/Amazon) traditionally ‘take off’ their Black Friday promos for Cyber Saturday and Cyber Sunday as they prepare to unleash the melee that is Cyber Monday promotions. Because of that fact, historically we have seen a bit of a breather from Black Friday through the Weekend (Cyber Saturday and Cyber Sunday) and hit the promotional calendar hard again on Monday.
That being said, in the battle to get shoppers to buy earlier, this year we have seen most of the top retailers roll out “Cyber” themed promos on Cyber Saturday, some calling it Cyber Week (details later in the report). It seems to be working as we saw total growth of 27% y/y which was our strongest growth day yet in the Cyber Five.
Here is how each channel performed from fastest to slowest:
- Amazon – At 45.9%, Amazon had a very strong Cyber Saturday. They rolled out their Cyber Monday deals early and consumers seem to be responding.
- Other 3PM – While slower than the 110% Thanksgiving and 59% Black Friday, Other 3PMs had a strong showing at 27.5%
- Search – Search was up from Black Friday’s 18.1% to 23.9%.
- GS – Google Shopping/PLA bounced back from a flat Black Friday to 19.7% growth.
- eBay – eBay decreased a bit from Black Friday’s 26.9% to come in at 14.9%, effectively in-line with Holiday 14 expectations.
- CSE – CSE was back in positive territory with 6.4% y/y increase on Cyber Saturday after a down 5.4% on Black Friday.
Looking at the ‘bounces’ in Search, CSE and GS, one Cyber Saturday observation is that consumers were less promotional driven and more in ‘hunting’ mode, meaning they had specific products in mind at this point and are utilizing the less promotionally driven and more price+availability driven channels of Search, CSE and Google Shopping.
So far, Thanksgiving is holding as the high water mark with mobile at 49%. Cyber Saturday held steady at the 47% level.
Here are some examples of the promotions that were sent out on Cyber Saturday to get consumers buying early.
Amazon is calling it “Cyber Monday Deals Week” and launched them on Cyber Saturday:
eBay went with “Countdown to Cyber Monday”
Target is calling it “Cyber Week” (same as Walmart)
BestBuy is kicking off “Cyber Savings”
Walmart is going with “Cyber Week”:
Conclusions and Up next…
So far Holiday 14 is off to a strong start with a solid third week of November followed by three strong showings for Thanksgiving, Black Friday and Cyber Saturday. The next two days will be crucial to helping us understand if this is a sustained trend, or significantly early shopping.
Tomorrow (Cyber Monday – Dec 1) we will have a morning post with the Cyber Sunday results and throughout the day we will have Cyber Monday updates.
This blog post was written by Scot Wingo, ChannelAdvisor CEO