US Black Friday Cyber ​​Monday sales review! Amazon leads with nearly 20% share

It is learned that according to data from Numerator, Amazon accounted for 17.7% of sales during this year's Black Friday and Cyber ​​Monday in the United States, a significant increase compared to the average share of 10.1% in the last 52 weeks ending November 24, 2022.

Amazon's sales share jump is mainly due to the growth of consumption among young, high-income groups. Although Amazon's share of consumption among baby boomers is still low, its share has doubled this year, from 8% last year to 15.1% this year.

Walmart was right behind Amazon in terms of market share during Black Friday and Cyber ​​Monday, with a 14% share. After Walmart, the best performing retailers were Costco (3.8%), Kroger (3.7%), and Target (3.4%).

In other findings, Best Buy also saw share gains (2.0%), driven by Gen Z and Hispanic shoppers, according to Numerator, with its latest 52-week share average at 1.2%. Best Buy also had the highest average price per item, with more than two-fifths of shoppers spending more than $100 per item.

Here are some other key stats from Numerator regarding Black Friday and Cyber ​​Monday sales:

-Apparel ranks first among gift categories purchased by consumers (67%), followed by toys/games (52%), electronics (45%) and home furnishings (44%).

-Inflation hit consumers hard during the Black Friday shopping season. While nearly 20% of households said they spent more money this Cyber ​​Weekend, 42% claimed it was due to price increases.

-Holiday shopping is winding down, with 58% of Black Friday shoppers saying they are more than halfway through their holiday shopping, with apparel, toys and electronics topping the list of categories purchased for gift giving.

-Nearly two-thirds of Amazon shoppers purchased more than one item during Black Friday, spending an average of $31.49 per item.

-41% of households spent more than $200 during Cyber ​​Week, with an average purchase price of $24.16 per item, and 39% of households made more than five purchases during Cyber ​​Week.

Editor✎ Ashley/

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