Report: ‘Cyber Five’ Sales Expand Beyond Gift Shopping

As the holiday season approaches, the “Cyber Five”—the five-day shopping spree from Black Friday through Cyber Monday—is poised to set new records, according to a report by data analytics firm Numerator. The period has seen significant growth in online shopping, with trends indicating a broadening scope beyond traditional gift purchases.

Key Findings from Numerator’s Report

• Online Shopping Dominance:
  In 2023, 52% of shoppers made online purchases during Cyber Five, the first time online shoppers exceeded half of all holiday buyers.
  • Online spending grew by 23% compared to 2022, while in-store spending declined by 1% in key categories.
• Spending Behavior:
  • Average spend per Cyber Five shopper: $234.
  • Shoppers placed five orders and used at least two different retailers/websites on average.
  • Online spend per unit was nearly three times higher than in-store, and online shoppers’ total purchase rate was nearly double that of in-store customers.
• Popular Categories:
  Electronics led the charge, capturing 22% of total spend, followed by:
  • Home & Garden: 19%
  • Health & Beauty: 14%
  • Apparel: 10%
  • Party & Occasions: 8%
  • Tools & Home Improvement: 7%
  • Toys: 6%

Together, these categories accounted for 56% of total dollars spent.

Evolving Trends

• Self-Purchasing on the Rise:
  Nearly 32% of shoppers purchased items primarily or exclusively for themselves during Cyber Five. This shift reflects evolving consumer priorities and potential concerns over rising costs in the future.
• Price Sensitivity and Stocking Up:
  Shoppers may be using Cyber Five to secure deals on major purchases or stock up on essentials, anticipating future price hikes tied to tariffs or other economic factors.
• Impact of Early Holiday Spending:
  Some consumers started holiday shopping earlier this year, potentially tempering Cyber Five sales growth.

Amazon’s Continued Dominance

Amazon remains the clear leader in the Cyber Five landscape:

• In 2023, it captured 31% of all Cyber Five spending, up three percentage points from 2022.
• 44% of U.S. households made at least one Cyber Five purchase on Amazon last year.
• Amazon also accounted for 33% of all purchase occasions during Cyber Weekend, far outpacing other retailers.

While other retailers saw slight declines, Costco managed a 0.2-point gain in market share during the period.

The report highlights the ongoing transformation of holiday shopping habits, with consumers leaning into online channels for convenience, value, and broader purchase categories.Courtesy of Envato