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1、1Unwrapping Cyber 5 Insights2023Black Friday&Cyber Monday Trends|2What Youll Find Inside03 Introduction&Recap11 Electronics Deep-Dive14 Fashion&Apparel Deep-Dive17 Beauty&Personal Care Deep-Dive20-42 Amazon Deep-Dive-Clothing,Shoes&Accessories(34)-Beauty&Personal Care(36)-Home&Kitchen(38)-Toys&Games

2、(40)-Electronics(42)Black Friday&Cyber Monday Trends|3What youll find in this report:Introduction Black Friday and Cyber Monday are behind us.Now its time to focus on what we can learn from two of the years busiest shopping days.Understanding the data is essential,now more than ever,especially when

3、staggering inflation has raised questions about what consumer behavior will look like over the holidays.We cover the performance of top retailers in web visits and brands within Amazon.Curious to know who won?How your company performed vs.its competitors?Or maybe which products we expect to win big

4、over the holidays?Keep reading.Black Friday&Cyber Monday Trends|4Inflation eased to 3.2%YoY in October 2023.Nevertheless,consumer confidence remains subdued.While external revenue data indicates an 8%increase in spending,Similarweb Digital Data reveals a 7%decline in traffic during Cyber 5.Notably,t

5、op retailers experienced a decrease in unique users.However,a small number of shoppers exhibited a strong preference for deep discounts,ultimately driving revenue growth.Ins Durand|Senior Insights Manager at Similarweb SummaryBlack Friday&Cyber Monday Trends|5Top Retail Categories in Traffic-Cyber 5

6、:2023 vs.2022 US,Desktop&Mobile WebWhile Cyber 5 sales were even more successful for Beauty players than last year,traffic to Electronics sites,Department Stores and Specialty Retailers collapsed.During Cyber 5 2023,the top 704 ecommerce domains observed a-7%drop in visits year-over-year(YoY),showca

7、sing lower shopper enthusiasm.According to a Similarweb survey of 1,668 US Consumers,34%are spending less on holiday gifts than last year,with 56%diminishing the number of presents they will purchase.Black Friday&Cyber Monday Trends|6Audience Size of Top Retailers on Cyber 5,2023 vs.2022US,Desktop&M

8、obile WebA minority of shoppers drove an increase in sales at major retailers,with Unique Visitors down YoY for most players besides Temu and Lowes.Black Friday&Cyber Monday Trends|7Likelihood of Adopting Shopping Behavior More Than Last Year,Broken Down by Cyber 5 Levels of Visit Activity*Similarwe

9、b Market Research Panel Survey,US,November 2023,n=1,039*For any survey respondents that viewed 5 of more of one of the top 25 ecommerce playersAn 8%increase in spending(Digital360)most likely due to cash-strapped Cyber 5 shoppers who previously postponed purchases to benefit from the discounts.Black

10、 Friday&Cyber Monday Trends|8Share of Respondents Whose Cyber 5 Purchase Consideration is Driven by DiscountsSimilarweb Market Research Panel Survey,US,November 2023,n=1,886How Respondents Feel About Holiday Gifting This Year,per RetailerSimilarweb Market Research Panel Survey,US,November 2023,n=1,8

11、86Similarweb survey indicates that respondents active on Cyber 5 were likelier to spend less on gifts this holiday season,especially those who visited Walmart(34%).Black Friday&Cyber Monday Trends|9Category DEEP-DIVEFashion&ApparelBeauty&CosmeticsConsumer ElectronicsBlack Friday&Cyber Monday Trends|

12、101.Consumer ElectronicsWhile most Consumer Electronics retailers saw YoY traffic declines,Bose and Ring enjoyed increased activity,particularly on Cyber Monday.Apple products are at the forefront of consumers minds as they dominate keyword searches.2.Fashion&ApparelDirect-to-consumer(D2C)sites outp

13、erformed multi-brand retailers:Consumers can shop around and easily find the best deals,so they are more likely to go directly to the brands offering exclusive and deeper discounts than multi-brand retailers.3.Beauty&CosmeticsBeauty traffic increased over the period for many retailers as consumers l

14、ooked to treat themselves to little luxuries within a category that often has a lower price point than the more traditional Cyber 5 categories.Key takeaways to keep your eye on Black Friday&Cyber Monday Trends|11Best Performing Consumer Electronics Websites Black Friday and Cyber Monday in the US,an

15、alyzing website traffic and trending (95%)2.8M (31%)4.6M (-9%)27.8M (-10%)1.4M (-3%)2.2M (-13%)1.2M (-6%)578.5K (-13%)1.4M (-6%)507.2K (-15%)746.5K visitsRetail Consumer ElectronicsThe following sites had the greatest Cyber 5 growth or lowest decline YoY and over 100K daily visits:Black Friday&Cyber

16、 Monday Trends|12Bose and Ring were the only major retailers to see increased consumer activity vs.last yearBoth retailers ran discounts of up to 50%on Cyber Monday and saw stronger performance vs Black Friday as a result with increased visits and visitors.This is contrary to the ecommerce sector an

17、d Consumer Electronics in particular,where Black Friday tends to be stronger.By offering deals explicitly tailored to Cyber Monday,they could draw in consumers more successfully than if they had only run general Black Friday promotions.Retail Consumer ElectronicsDaily Visits,Last 28 Days as of Nov 2

18、7,2023-,CE AverageUS,Desktop&Mobile WebBose PromotionBlack Friday&Cyber Monday Trends|13Top Trending Non-branded Product Searches by WebsiteUS,Desktop,Last 28 Days(as of Nov 27)Retail Consumer ElectronicsKeywordLeading DomainTotal C201.1K171.7K166.4Kiphone 157.2K136.5K108.8Kmacbook 100.5Kiphone 15 p

19、ro 83.0Kiphone 15 81.4K80.6KApple product searches increased dramatically in the Black Friday week vs.the previous 21 days as consumers frantically searched for offers on premium products.Black Friday&Cyber Monday Trends|14Best Performing Fashion&Apparel Websites Black Friday and Cyber Monday in the

20、 US,analyzing website traffic and trending keywords.1267on-(+57%)1.5M (+53%)4.3M (+26%)774.9K (+24%)522.6K (+44%)9.4M (+23%)1.3M (+37%)675.8K (+23%)3.1M (+34%)3.7M (+19%)8.0M visitsRetail Clothing&Apparel The following sites had the greatest Cyber 5 growth YoY and over 100K daily visits:Black Friday

21、&Cyber Monday Trends|15D2C retailers saw a milder decline vs.multi-brand retailersD2C retailers can offer deeper discounts on a broader range of products within their brands,with potentially larger stocks of popular products.Because of this,consumers shopping around for the best deals on wanted item

22、s were more likely to have ended up shopping directly with the brands themselves over the period.D2C brands also run promotions less regularly than multi-brand retailers:Skims timed their bi-annual sale to coincide with the Black Friday period,generating even more hype around the viral brand.Retail

23、Clothing&Apparel On Running PromotionSkims PromotionFashion Sector Growth:All vs.D2C vs.RetailUS,Desktop&Mobile Web,Cyber 5 2023 Visits and GrowthBlack Friday&Cyber Monday Trends|16Top Trending Non-Branded Product Searches by Website US,Desktop,Last 28 Days(as of Nov 27)KeywordLeading DomainTotal Cl

24、icksessentials 45.2K37.3Kold navy black 31.5Kpuffer 28.4Kamerican eagle 27.5K27.5K26.4K25.7K24.2K24.2KRetail Clothing&Apparel 8 of the top 10 non-branded keywords lead to D2C players rather than multi-brand retailers.Higher-priced items essentials and yeezy appeared again as consumers sought sale ev

25、ents to secure more expensive products.Black Friday&Cyber Monday Trends|17Best Performing Beauty Websites Black Friday and Cyber Monday in the US,analyzing website traffic and trending (218%)879.2K (77%)826.4K (19%)13.5M (14%)519.4K (26%)723.7K (14%)950.8K (22%)1.6M (13%)15.9M (19%)1.2M (13%)753.1K

26、visitsRetail BeautyThe following sites had the greatest Cyber 5 growth YoY and over 100K daily visits:Black Friday&Cyber Monday Trends|18Sol de Janeiro was the overall winner of Cyber 5A phenomenal traffic growth of 218%YoY not only placed Sol de Janeiro first in the Beauty category,but also made it

27、 the fastest-growing website across all categories in websites that had over 100K daily visits.It increased its traffic share from 0.4%the previous week to 1.3%on Black Friday,the equivalent of over x5 increase in visits.The brand had extensive positive news coverage around its sales activities and

28、offered 25%off its viral Brazilian Bum Bum Cream products.Traffic Share,Last 28 Days as of Nov 27,2023US,Desktop&Mobile WebRetail BeautyBlack Friday&Cyber Monday Trends|19Top Trending Non-Branded Product Searches by Website US,Desktop,Last 28 Days(as of Nov 27)KeywordLeading DomainTotal Clickself li

29、p 15.3Kdyson 11.2Kbeis weekender 9.9Krare beauty 8.6Krare 7.8Ksummer fridays lip 7.2Kbeauty of joseon 6.6Knative body 6.2Ksummer 6.2K5.5KRetail BeautyTrending keywords show that consumers are looking for specific products,with the elf lip oil,dyson airwrap,and beis weekender bag keywords leading the

30、 way and displaying more evidence of gift purchasing.Black Friday&Cyber Monday Trends|20AMAZONP E R F O R M A N C EBlack Friday&Cyber Monday Trends|21While ecommerce is seeing continued declines YoY,Amazon has shown resilience through the Cyber period.It partially owes this success to its strong fir

31、st party product offering,highlighting the importance of innovation as brands push consumers direct to their own websites through deeper discounts and exclusive deals,cutting out the traditional middlemen.Daniel Reid|Senior Insights Analyst at Similarweb SummaryBlack Friday&Cyber Monday Trends|221.A

32、mazon traffic increased amongst ecommerce declinesSite traffic to ecommerce retailers saw a YoY decline for the third year in a row.Still,despite this,Amazon experienced a traffic increase as consumers looked to secure deals on Amazon-branded products such as a Fire Stick,Kindle,or Ring doorbell.2.B

33、rands appearing more often in keyword searchesBrands like Ring in Electronics,e.l.f.in Beauty,UGG in Clothing,and Stanley in Home&Kitchen appear high up on the top keyword lists,replacing more generic terms seen last year as consumers look to secure deals in preparations for gifting later in the yea

34、r.3.Inflation evident in increased Average Order ValueWhile Average Cart Size increased in almost every category,Average Order Value increased at a greater rate as price increases continued to affect all categories.As a result,consumers are becoming ever more cost-conscious and shopping around to se

35、cure the best deals they can.Key takeaways to keep your eye on Black Friday&Cyber Monday Trends|23Shoppers that purchased on Amazon during Cyber 5 express stronger price-sensitivity,leveraging deals to fulfill their needs.Likelihood of Adopting Shopping Behavior More Than Last Year,Broken Down by Am

36、azon Purchase Behavior on Cyber 5Similarweb Market Research Panel Survey,US,November 2023,n=1,039AMAZON -ALL CATEGORIESBlack Friday&Cyber Monday Trends|24A traffic was 2%higher on Black Friday 2023 vs.the previous year despite overall Cyber 5 traffic only being up 0.5%YoY.Amazon Site VisitsUS,Deskto

37、p,Mobile WebAMAZON -ALL CATEGORIESNov 2023Nov 2022Black Friday&Cyber Monday Trends|25Traffic to Walmart(-10%),Target(-10%),and Best Buy(-18%)was down YoY on Black Friday.Site VisitsUS,Desktop,Mobile WebAMAZON -ALL CATEGORIESNov 2023Nov 2022WalmartTargetBest BuyBlack Friday&Cyber Monday Trends|26Most

38、 shopping on Thanksgiving occurred around noon,while the highest share of Cyber 5 transactions took place after 8pm.2023 Holiday Transaction Share by Hour(EST)A,All ChannelsAMAZON-ALL CATEGORIESBlack Friday&Cyber Monday Trends|27Kitchen supplies and Clothing drove the most purchases this Cyber 5.AMA

39、ZON-ALL CATEGORIESCyber 5 Category Share in Units SoldA,All Channels,November 23-27 2023Black Friday&Cyber Monday Trends|28Home&Kitchen,Electronics,and Clothing&Accessories drove the most revenue this Black Friday.Cyber 5 Revenue by Department A,All ChannelsAMAZON-ALL CATEGORIESBlack Friday&Cyber Mo

40、nday Trends|29Electronics revenue share increased by over 35%on Thanksgiving,Black Friday,and Cyber Monday compared to early November.Cyber 5 Revenue Share by Department A,All ChannelsAMAZON-ALL CATEGORIESBlack Friday&Cyber Monday Trends|30While Average Cart Size increased in almost all categories,A

41、OV increased even further,suggesting lower discounting and rising prices.Black Friday Average Order Value and Cart Size A,All ChannelsAMAZON-ALL CATEGORIESCategoryBlack Friday AOV 2023YoY AOV Change Black FridayACS 2023YoY ACS Change Overall$55.17+28%1.93+20%Electronics$69.90+2%1.24+6%Gift Cards$60.

42、8-10%1.24-22%Amazon Devices&Accessories$71.41+24%1.38+9%Home&Kitchen$47.97+17%1.36+10%Clothing&Accessories$38.22+19%1.5+16%Grocery&Gourmet$22.05-26%1.41-66%Toys&Games$37.26+28%1.63+20%Health&Household$25.77+3%1.32+8%Beauty&Personal Care$26.35+15%1.49+19%Black Friday&Cyber Monday Trends|31Amazons pri

43、vate label wins top grossing titles,its other brands convert better on average.Cyber 5:Revenue by Top Brands A,All ChannelsAMAZON-ALL CATEGORIESBlack Friday&Cyber Monday Trends|32US Shoppers chose more affordable electronics,opting for older Apple models.Products With Highest Revenue Across Cyber 5A

44、,All ChannelsAMAZON-ALL CATEGORIESRing Video Doorbell with All-new Ring Indoor Cam and Ring Alarm 5-Piece$54.99Apple Watch SE 2nd Gen 40mm with Midnight Aluminum Case$179.00Apple Airpods 2nd Generation Wireless Earbuds$79.99Blink Cam and Echo Show Bundle$64.98Kindle Paperwhite(16 GB)Agave Green$119.

45、99Black Friday&Cyber Monday Trends|33Despite shoppers searching for other top brands,Amazons products secured the most volume in sales.Products With Most Unit Sales Across Cyber 5A,All ChannelsAMAZON-ALL CATEGORIESAmazon Gift Card$25COSRX Snail Mucin 96%Power Repairing Essence 3.38 fl$13.99Ring Vide

46、o Doorbell with Ring Cam and Ring Alarm 5-Piece$54.99Echo Dot(5th Gen),Charcoal$89.00Amazon Fire TV Stick 4K$24.99Top Keywords 2022Top Keywords 2023laptopairpodsair fryerapple watchmonitoripadairpodschristmas treeps5kindlessdtvlegops5nintendo switchstanley cupkindlelegoheadphonesbarbieBlack Friday:A

47、mazon Top Keywords,All CategoriesNot present in the 2023 Top Keyword ListNew entrant in the 2023 Top Keyword ListBlack Friday&Cyber Monday Trends|34Comfy Shoes brands Hey Dude and Crocs were among the top grossing brands on Amazon.Cyber 5:Top 10 Brands by Revenue Share in the Clothing,Shoes&Accessor

48、ies CategoryA,All ChannelsAMAZON-CLOTHING,SHOES&ACCESSORIES Black Friday&Cyber Monday Trends|35Despite UGGs making multiple appearances in the top keywords,they failed to make one appearance in the best-seller list on Black Friday with Crocs taking top spot.Best-Sellers on Black Friday in the Fashio

49、n CategoryA,All ChannelsAMAZON-CLOTHING,SHOES&ACCESSORIES Hanes Mens EcoSmart Hoodie$11.05Crocs Unisex-Adult Classic Clogs$34.17Under Armour Mens Tech 2.0 Short-sleeve$9.20THE GYM PEOPLE Thick High Waist Yoga Pants$19.99Carhartt Mens Loose Fit Midweight Sweatshirt$41.24Top Keywords 2022Top Keywords

50、2023crocsugg slippers womenluggagecrocswalletuggssockshey dudes for mencarry on luggageluggagebeaniecrocs womenshoesugg tasman slippersmens underwearhey dudes womenslippersnike socksconverseslippersBlack Friday:Amazon Top Keywords,Fashion Not present in the 2023 Top Keyword List New entrant in the 2

51、023 Top Keyword ListBlack Friday&Cyber Monday Trends|36Consumers displayed a preference for beauty brands over oral care during Cyber 5.Cyber 5:Top 10 Brands by Revenue Share in the Beauty&Personal Care CategoryA,All ChannelsAMAZON-BEAUTY&PERSONAL CAREBlack Friday&Cyber Monday Trends|37None of the b

52、est-sellers in the Beauty category appear in the top keywords for 2023,with the searches often being at a higher price point than the best-sellers.Best-sellers on Black Friday in the Beauty CategoryA,All ChannelsAMAZON-BEAUTY&PERSONAL CAREColor Wow Dream Coat Supernatural Spray$19.60COSRX Snail Muci

53、n 96%Power Repairing Essence 3.38 fl$13.99Mighty Patch Original from Hero Cosmetics$9.58essence|Lash Princess False Lash Effect Mascara$3.99INNZA Laser Hair Removal$78.77Top Keywords 2022Top Keywords 2023electric toothbrushelfwaterpiksol de janeirooral b electric toothbrushdyson airwrapcosrxmakeupto

54、othbrushelectric toothbrushkorean makeupmakeup bagwater flosserolaplexbeard trimmer for menhair dryerbath bombsmakeup brushesceravedyson hair dryerBlack Friday:Amazon Top Keywords,BeautyNot present in the 2023 Top Keyword ListNew entrant in the 2023 Top Keyword ListBlack Friday&Cyber Monday Trends|3

55、8Kitchen robots made for ideal Cyber 5 purchases.Cyber 5:Top 10 Brands by Revenue Share in the Home&Kitchen CategoryA,All ChannelsAMAZON-HOME&KITCHENBlack Friday&Cyber Monday Trends|39The infamously viral Stanley Cup makes multiple entries in the top keywords and topped this off by being the best-se

56、lling product in the Home&Kitchen category.Best-Sellers on Black Friday in the Home&Kitchen CategoryA,All ChannelsAMAZON-HOME&KITCHENEUDELE Shower Caddy 5 Pack$19.98Stanley Quencher H2.0 FlowState 40oz$49.50Beckham Hotel Collection Bed Pillows Set of 2$39.39Bedsure Satin Pillowcase Set of 2$5.57BISS

57、ELL Little Green Portable Upholstery Cleaner$89.00Top Keywords 2022Top Keywords 2023air fryerchristmas treegaming chairstanley cupoffice chairstanley 40 oz tumblercoffee makergaming chairstanding deskchristmas decorationsespresso machineair fryerrice cookerchristmas lightsvacuumstanleychristmas tree

58、coffee makerdeskheated blanketBlack Friday:Amazon Top Keywords,Home&KitchenNot present in the 2023 Top Keyword ListNew entrant in the 2023 Top Keyword ListBlack Friday&Cyber Monday Trends|40Legos revenue share on Cyber 5 was over double that of Barbies,despite Mattels immense marketing investments.C

59、yber 5:Top 10 Brands by Revenue Share in the Toys&Games Category A,All ChannelsAMAZON-TOYS&GAMESBlack Friday&Cyber Monday Trends|41Once again,the top keywords dont correlate with the top-selling products,with the price point being a big factor in product choice within the Toys&Games category.Best-Se

60、llers on Black Friday in the Toys&Games CategoryA,All ChannelsAMAZON-TOYS&GAMESFurby Purple Voice Activated Animatronic$46.99SHASHIBO Shape Shifting Box$17.50Playskool Sit n Spin Classic Spinning Toy$19.99Taco Cat Goat Cheese Pizza$7.95TEMI Dinosaur Play Set$23.98Top Keywords 2022Top Keywords 2023le

61、golegoboard gamesbarbiepokemon cardssquishmallowpokemonlego setssquishmallowpokemon cardsmagic the gatheringtoyslego star warslegostoyself on the shelfdronepokemonlegosmagnatilesBlack Friday:Amazon Top Keywords,Toys&GamesNot present in the 2023 Top Keyword ListNew entrant in the 2023 Top Keyword Lis

62、tBlack Friday&Cyber Monday Trends|42Airpods topped the list of searches made by consumers in 2023 so its no surprise they made two appearances in the top 5 best-selling products in the category.Best-Sellers on Black Friday in the Electronics CategoryA,All ChannelsAMAZON-ELECTRONICSApple AirPods Pro(

63、2nd Generation)$189.99Apple AirPods(2nd Generation)$89.99Amazon Fire TV Stick 4K$24.99Apple AirTag 4 Pack$79.99Echo Dot(5th Gen)$89.00Top Keywords 2022Top Keywords 2023laptopairpodsmonitorapple watchairpodsipadps5kindlessdtvnintendo switchps5kindlenintendo switchheadphonesps5 consoletvalexaipadring

64、doorbellBlack Friday:Amazon Top Keywords,ElectronicsNot present in the 2023 Top Keyword ListNew entrant in the 2023 Top Keyword ListBlack Friday&Cyber Monday Trends|43Whatever category youre in,online sales are crucial to your companys growth and ability to compete.So an ecommerce strategy isnt a“nice-to-have.”It should be your top priority.Black Friday&Cyber Monday Trends|44Nail your ecommerce strategyConvert more leads into customers and grow your online sales Meet with an industry expert today