Holiday 2012: Thanksgiving, Cyber Five Day 1, Results

November 23, 2012

ChannelAdvisor ChannelAdvisor By ChannelAdvisor

Today we are going to have two SSS data releases:

  1. The final results from Thanksgiving (11/22/12)
  2. an early release on Black Friday

At ChannelAdvisor we call the five days from Thanksgiving through Cyber Monday, the Cyber Five – they are the key datapoints to understand how the holiday is trending and any changes in consumer behaviour.

Thanksgiving, Cyber Five Day 1 Results

The servers are all caught up, the consumers are all checked-out and we can officially call Thanksgiving (maybe I watched too much election coverage).  Here are the results:


As you can see, each channel saw significant y/y increases on a same-store-sales basis.  This definitely bodes well for the holiday and provides further evidence that consumers are moving from starting their holiday shopping on Black Friday and starting on Thanksgiving (at least online).  It also makes the move of the offline retailers to open on Thanksgiving make sense – they are adopting to changing consumer behaviour, which we saw first online.  We’ll have some mobile data later to see if we can notice any interesting trends in what eBay calls ‘pie surfing’ (using your mobile device after you finish your Thanksgiving pie).

Here are some per-channel observations, you may want to refer to our intra-day Thanksgiving read post here if you did not see it.

  • Amazon – Amazon started off the day a little slow around 28%, but in the evening hours really made up some ground.  They were running all types of deals that must have had an impact.  Also, they are already sold out of most popular toys and soem electronics which means third-parties now own the buy-box in those items. (our data is all third party)
  • eBay – Conversely, eBay slowed down a bit in the evening hours, but still had a very solid showing.  With Comscore’s reported 15% growth of e-commerce, eBay is heading towards a growth rate that is double, which means they are taking share.
  • CSE – Wow – All I can say is WOW.  In the evening we saw CSEs really light up.  We double checked the data and it was largely attributed to the toy and electronics categories.  My best ‘read’ is that as consumers saw Black Friday specials and/or made their purchase decisions they were turning to CSEs to find the best prices and where the items are in-stock.  Note that Google Shopping is in this number and had a stellar day as well. Also, many of the popular mobile shopping apps go through our CSE category – redlaser, shopsavvy, google shopper which could have had an influence.
  • Search – Search had a very consistent day and also a very strong showing for Thanksgiving.

Thanksgiving is only 20% of the Cyber Five, but we are clearly off to a great start.  Stay tuned for more as we continue to report on Holiday 2012.

What’s next?

Later today we’ll have an intraday read on Black Friday, followed by details tomorrow.  We do not do intra-day for Sat/Sun, but will definitely do intra-day(s) for Cyber Monday.

  • Friday, November 23 (Black Friday) – We’ll have an early read on Black Friday trends
  • Saturday, November 24 (Cyber Saturday)– We’ll be releasing complete Black Friday details
  • Sunday, November 25 (Cyber Sunday)– We’ll be sharing Cyber Saturday results
  • Monday, November 26 (Cyber Monday)– We’ll be releasing Cyber Sunday results and have an early read on Cyber Monday
  • Tuesday, November 27 – We’ll be reporting complete Cyber Monday and Cyber Five updates
  • Thursday, December 6 – We’ll release complete November SSS results with added colour
  • Friday, December 7 – We’ll take a look at the first week of December and Holiday YTD
  • Friday, December 14 – We’ll check in on the second week of December and Holiday YTD
  • Friday, December 21– We’ll see how things are looking during the third week of December
  • Monday, January 7, 2013– We’ll share December 2012 SSS and Holiday Wrap Up


This blog post was written by Scot Wingo, CEO of ChannelAdvisor.  I am long Google and Amazon. eBay is an investor in ChannelAdvisor.