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1、RETAILCOMMERCE 360DECEMBER 2024?COMPLIMENTS OF:Copyright 2024 Digital Commerce 360&Vertical Web Media LLC.All rights reserved.RETAILCOMMERCE 360CHARTSCyber Monday remains busiest day for ecommerce in the Cyber 5.9Black Friday eats into Cyber Mondays share of Cyber 5 sales.12Thanksgiving weekend in-s

2、tore and online shoppers by day .13What percentage of your holiday gift buying to date have you completed online?.24What percentage of your holiday gift buying have you completed?.24How would you describe your pre-Thanksgiving shopping?.25Did you shop online during any of the following times?.26Why

3、did you choose to shop with specific retailers during the Thanksgiving to Cyber Monday timeframe?.27Thinking about free shipping,what percentage of your online orders during this timeframe of Thanksgiving through Cyber Monday included free shipping?.28While shopping over the five-day retail holiday

4、spanning from Thanksgiving to Cyber Monday,did you do any of the following?.29While shopping over the five-day retail holiday spanning from Thanksgivingto Cyber Monday,did you encounter or do any of the following?.30Cyber Monday promotions remain widespread .31All discount types get more popular on

5、Cyber Monday .32Top retailers lose Cyber 5 traffic share .35Amazon loses traffic share during Cyber 5 .36Black Friday provides largest traffic bump.37Amazon leads ecommerce sites in Black Friday web traffic .38Black Friday gives Top 1000 retailers biggest traffic gains.38EDITORS NOTE 7 facts key to

6、understanding 2024s historic Cyber 5 for ecommerce.3 Cyber 5 online sales grew 8.2%in 2024.8How retailers used promotions and tech to set new records during the Cyber 5 .16Consumers share Cyber 5 holiday gift buying experiences .23Just 10%of top online retailers abstain from Cyber Monday promotions

7、.31Walmart and others lose Cyber 5 traffic share .34Carve Designs drives Cyber 5 success by focusing on gifting.40SPONSORSFast-paced data and analytics drive success in the busiest seasons .6Winning customers with winning digital experiences .14With the right tools,brands can reap the rewards of the

8、 Cyber 5 year-round .21RETAILCOMMERCE 360 Copyright 2024 Digital Commerce 360&Vertical Web Media LLC.All rights reserved.7 FACTS KEY TO UNDERSTANDING 2024S HISTORIC CYBER 5 FOR ECOMMERCE editors noteIn 2024,online retailers and customers alike waited it out through the Cyber 5,which includes Thanksg

9、iving and the four days that follow.Shoppers wanted deals,which they had been waiting for throughout the year in some cases.Meanwhile,retailers held back with their deepest discounts until Cyber Monday arrived.During each of the five days,shoppers set new spending records.While some outcomes were pr

10、edictable,such as online spending reaching its peak on Cyber Monday,other developments showed where consumer habits may be heading and what has changed since the Cyber 5 in 2023.Ultimately,the Cyber 5 revealed that consumers still wanted to buy online,even in a year that was clouded by economic unce

11、rtainty and inflation.This year,Digital Commerce 360s recap of the Cyber 5 features breakdowns of the new highs reached in 2024,as well as context about the shifts and preferences that accompanied those records.RETAILCOMMERCE 360MAKING THE MOST OF THE HOLIDAY SEASON RUSH AND CYBER 5 RESULTSEDITORS N

12、OTE4To understand the Cyber 5s significance in 2024,we recommend starting with these key highlights:1.U.S.consumers spent a record$41.1 billion online during the Cyber 5 Online sales were up 8.2%year over year,according to analysis from Adobe Analytics.That was good enough for an all-time record acr

13、oss all five days,individually and combined.Notably,this level of growth was higher than the 7.8%year-over-year growth seen for Cyber 5 online sales in 2023.2.Thanksgiving and Black Friday online sales were up the most among Cyber 5 daysAmong all the days in the Cyber 5 this year,Black Friday sales

14、were up the most 10.2%year over year to hit$10.8 billion.Thanksgiving was right behind up 8.9%year over year to reach$6.1 billion as the first wave of shoppers hit sites and apps while the leftovers on their tables were still warm.3.Black Friday grew its share of Cyber 5 salesWhile other days lost a

15、 share of Cyber 5 sales that they held in 2023,Black Friday managed to claim a slightly larger piece of the pie.The days online sales accounted for 26.3%of the Cyber 5 pie,up from 26.0%the year before.4.Cyber Monday was the most successful day ever for U.S.ecommerceDespite Black Fridays good fortune

16、,Cyber Monday still lived up to its name,bringing in$13.3 billion for online merchants.That was a new record for the day,and high enough to make Dec.2,2024,the most successful day in history for U.S.ecommerce sales.Copyright 2024 Digital Commerce 360&Vertical Web Media LLC.All rights reserved.RETAIL

17、COMMERCE 360MAKING THE MOST OF THE HOLIDAY SEASON RUSH AND CYBER 5 RESULTSEDITORS NOTE55.The total number of online shoppers during the Cyber 5 was down2024 may have been a record-breaking year for online spending,and the volume of consumers shopping in physical stores was up.However,197 million peo

18、ple shopping online during the Cyber 5 in 2024 was down from the 200.4 million who did so in 2023,based on data tracked by the National Retail Federation and Prosper Insights&Analytics.6.Only 1 in 10 of top online retailers abstained from Cyber Monday promotionsMost online merchants know they need t

19、o do something for Cyber Monday,even if their individual strategies vary.Digital Commerce 360 surveyed a selection of retailers from the Top 1000 Database,which ranks merchants in North America by web sales.The analysis revealed that the vast majority of online retailers ran some form of promotion o

20、n Cyber Monday,with only 1 in 10 treating the day as business as usual.7.Some of the largest online retailers lost their share of Cyber 5 web trafficYou cant talk about online retail without mentioning A,and unsurprisingly the ecommerce giant dominated once again in 2024 when it came to web traffic.

21、Amazon led its competitors with 120.9 million website visits on Black Friday,according to Similweb.Moreover,Digital Commerce 360 analysis of Similarweb data showed that while Walmart,Target,Costco and Best Buy all lost share of traffic year over year during the Cyber 5,Amazon managed to increase its

22、 share by 0.1 percentage point.Copyright 2024 Digital Commerce 360&Vertical Web Media LLC.All rights reserved.Brian Warmoth,Director of Editorial,Retailsponsored articleFAST-PACED DATA AND ANALYTICS DRIVE SUCCESS IN THE BUSIEST SEASONSAn executive conversation with Jay Topper,chief customer officer,

23、FabricHow can retailers optimize for scalability and flexibility around this time of year?The ability to pivot quickly is key.That leads to three foundational,table-stakes components:1)Data accuracy and accessibility.It takes too long to review looking backward,so the closer you can get relevant,dig

24、estible information in front of decision-makers,the better.Speed wins.2)Having a“hero culture”is critical.This means rewarding people for finding problems,even if in their own backyards.3)Continue to beat down technical debt.This is not usually a fast initiative,but too many retailers are bogged dow

25、n with“old stuff”and simply cant stay ahead of the consumers wants and needs.What trends in social commerce do you see playing important roles around the Cyber 5?Brands should be testing or more operationally optimizing on TikTok.I am a big fan of using a chunk of ad spend on newer channels while th

26、e traffic is so high.But dont forget Instagram,Pinterest,and Facebook the latters personalization still tops anything I have experienced.I have seen trends where consumers discover product on a social channel,and then bounce to Google or Amazon to buy it in a more traditional channel especially with

27、 lesser-known brands.Are there any unique challenges faced by high-growth retail brands that deserve special attention around the Cyber 5?I think(hope?!)2024 is the last“what the heck is going to happen”year.Ever since COVID,we have not found our baseline year and 2025 could be that year.So,whats un

28、ique to me is having a slightly less grasp on anticipated consumer behavior making the ability to pivot ever more critical.Secondly,usually there are a zillion reports and dashboards flying all around as people and departments try to tell a story of whats happening.Find natural points of tension and

29、 align(like data/finance/marketing)on what you are reporting and how.When web traffic peaks during the Cyber 5 and other busy sales periods,retailers and brands must be able to capitalize on all the information flowing in.Data can translate directly to dollars if interpreted correctly.To learn more

30、about how analytics help brands pivot during peak periods,Digital Commerce 360 spoke with Jay Topper,Chief Customer Officer at fabric.When shopping peaks around the Cyber 5,what challenges should omnichannel retailers be prepared to address ahead of time for the best results?The product is bought an

31、d placed,and likely most of the creative assets are ready to deploy.The promotion strategy,with contingency pivots,should be similarly set.Living through about 20 peaks as a C-level retailer,it almost always comes down to:1)Traffic which is marketing,ensuring crisp,relevant landing pages if directed

32、 to the site,and the ability to sell at the moment of intent on other channels(TikTok,Facebook,etc).Looking at this hourly makes sense,to pivot the spend to generate the most in-season traffic.2)The site team needs to be similarly set to pivot watching key metrics also hour by hour.With increased tr

33、affic comes increased signals.What solutions for customer experience have the greatest impact around the holiday season for retailers?Tactically,having great AI-based user tools within the commerce ecosystem breeds speed to pivot.In a PIM,POS,OMS,CMS,or Promotion Engine,looking backward at canned re

34、ports and then meeting and making decisions takes time and often has a personal bias.It helps to have a good set of in-app tools to make predictions and recommendations.Strategically,making sure the right product is at the right place at the point of consumer intent is critical.Social channels click

35、 through to OOS;stores run out of a particular size or color,etc.fabric.incThe Big Book of Retail Success:Your Step-by-Step Guide to Modern Commerce Mastery.Ready to supercharge your retail game?Dive into expertinsights from Jay Topper that are already transforming the industry.From overcoming OMS h

36、urdles to achievingomnichannel excellence,this guide is your secret weapon for unlocking growth and delighting customers.Download The Big Book of Retail Success and lead the way in modern retail innovation today!Reimagine Retail.Redefine Success.CreatedShippedOrder#2500139Delivered Copyright 2024 Di

37、gital Commerce 360&Vertical Web Media LLC.All rights reserved.RETAILCOMMERCE 360Holiday shoppers pushed online sales to new highs in 2024 for Thanksgiving and the four days that follow,which collectively make up the Cyber 5.U.S.consumers spent a record$41.1 billion on ecommerce purchases across thos

38、e five days,according to data from Adobe Analytics.CYBER 5 ONLINE SALES GREW 8.2%IN 2024US CONSUMERS SPEND$41.1 BILLION ONLINE DURING 2024 CYBER 52014-2024 ecommerce sales over the Cyber 5,in$billions2014201520162017201820192020202120222023202412.0924.2117.0334.3614.4428.4919.6233.9035.27*Captures t

39、he period from Thanksgiving through Cyber Monday.Source:Adobe Analytics,December 202438.0n Web salesn Growth19.417.715.2-1.417.920.623.44.07.841.18.2BY BRIAN WARMOTHMAKING THE MOST OF THE HOLIDAY SEASON RUSH AND CYBER 5 RESULTS9 Copyright 2024 Digital Commerce 360&Vertical Web Media LLC.All rights r

40、eserved.RETAILCOMMERCE 360CYBER 5 ONLINE SALES GREW 8.2%IN 2024The volume of sales for online retailers was up 8.2%over results from 2023.Thats higher than the 7.8%year-over-year growth seen that year.Still,it was not as dramatic a jump as seen in the two years prior.Thanksgiving ecommerce sales con

41、tributed to a record year for 2024,bringing in$6.1 billion.That was up 8.9%from a year earlier in the U.S.Then,Black Friday online sales rose 10.2%year over year to a new high of$10.8 billion.Those days were followed by 5.8%online sales growth over Small Business Saturday and the Sunday that follows

42、 it,along with$13.3 billion in Cyber Monday online sales that made it the most successful day ever for U.S.ecommerce sales,up 7.3%from the same day in 2023.Adobe Analytics says it bases its data on more than 1 trillion visits to U.S.retail sites,100 million SKUs and 18 product categories.CYBER MONDA

43、Y REMAINS BUSIEST DAY FOR ECOMMERCE IN THE CYBER 52024 ecommerce sales by day,in$billionsSource:Adobe Analytics,December 2024$6.1$5.3$10.8$5.6$13.3ThanksgivingBlack FridaySmall Business SaturdaySundayCyber MondayMAKING THE MOST OF THE HOLIDAY SEASON RUSH AND CYBER 5 RESULTS10 Copyright 2024 Digital

44、Commerce 360&Vertical Web Media LLC.All rights reserved.RETAILCOMMERCE 360CYBER 5 ONLINE SALES GREW 8.2%IN 2024200 online retailers in the Top 1000 use Adobe Analytics for their web analytics.97 use it for site design and development.Top 1000 online retailers also use it for content delivery and man

45、agement,as an ecommerce platform,a marketing platform,for personalization and more.The Top 1000 is Digital Commerce 360s database of North Americas largest online retailers based on their annual ecommerce sales.NEW CYBER 5 ONLINE SALES RECORDThe historic$41.1 billion in ecommerce sales seen over the

46、 Cyber 5 in 2024 was characterized by accompanying trends,according to Adobe.Those trends included mobile shopping,which was responsible for$7.6 billion in transactions on Cyber Monday,up 13.3%from 2023.In addition,the volume of spending through buy now,pay later(BNPL)options reached its own all-tim

47、e high on Cyber Monday,making up$991.2 million of the days purchases.That was a 5.5%increase from a year earlier.75.2%of those BNPL transactions were done on mobile devices,according to Adobe.The five-day period saw consumers exercise patience,waiting out the first four days for discounts on Monday.

48、MAKING THE MOST OF THE HOLIDAY SEASON RUSH AND CYBER 5 RESULTS11 Copyright 2024 Digital Commerce 360&Vertical Web Media LLC.All rights reserved.RETAILCOMMERCE 360CYBER 5 ONLINE SALES GREW 8.2%IN 2024“While Cyber Monday remained the seasons and years biggest online shopping day,year-over-year growth

49、was stronger on both Thanksgiving and Black Friday,”said Vivek Pandya,a lead analyst at Adobe Digital Insights.“Early discounts were strong enough that many consumers felt comfortable hitting the buy button earlier on during Cyber Week,with Cyber Monday becoming last call for shoppers to take advant

50、age of big holiday deals.”Globally,the average discount rate was 26%,with the average U.S.discount rate at 28%,for the period running from the Tuesday before Thanksgiving until Cyber Monday,according to analysis shared by ecommerce platform provider Salesforce.In both cases,those average rates were

51、down 1%from the corresponding period in 2023.“Shoppers were waiting all of 2024 for the right moment to buy the goods they wanted,and they clearly made the most of this Cyber Week,”said Caila Schwartz,director of consumer insights at Salesforce.“Strong year-over-year(YoY)order growth indicates that

52、even modest discounts were enough to convince consumers to open their wallets.And retailers who invested in AI artificial intelligence and agents were able to reap even greater revenues during this critical shopping period through personalized promotions,recommendations and support.”Salesforces agen

53、ts are interactive virtual assistants that are capable of executing tasks on behalf of users.SHARE OF CYBER 5 ONLINE SALESThough online sales increased year over year for each day in the Cyber 5,Cyber Mondays share of total sales over the period shrank slightly from 2023.This year,32.4%of the days e

54、commerce sales occurred on Monday.Thats down from 32.8%the year before.MAKING THE MOST OF THE HOLIDAY SEASON RUSH AND CYBER 5 RESULTSCYBER 5 ONLINE SALES GREW 8.2%IN 202412 Copyright 2024 Digital Commerce 360&Vertical Web Media LLC.All rights reserved.RETAILCOMMERCE 360As that days share decreased a

55、long with those of other days,Black Friday grew its share from 26.0%to 26.3%.Meanwhile,Thanksgivings share remained least changed from 2023.It fell from 14.9%to 14.8%in 2024.Sundays share of Cyber 5 online sales also dropped,decreasing from 13.9%in 2023 to 13.6%this year.TOTAL NUMBER OF ACTIVE SHOPP

56、ERS DOWN FROM 2023While Adobe and Salesforce showed overall online spending was up,the National Retail Federation published data showing that the number of people shopping during the Cyber 5 decreased year over year.The organization estimated that 197 million individuals BLACK FRIDAY EATS INTO CYBER

57、 MONDAYS SHARE OF CYBER 5 SALESShare of Cyber 5 online sales by day,2024-2021Source:Adobe Analytics,December 20242023ThanksgivingBlack FridaySmall Business SaturdayCyber Monday14.9%26.0%13.1%32.8%2022ThanksgivingBlack FridaySmall Business SaturdayCyber Monday15.0%25.9%13.0%32.0%2021ThanksgivingBlack

58、 FridaySmall Business SaturdayCyber Monday15.2%26.3%13.2%31.5%2024ThanksgivingBlack FridaySmall Business SaturdaySundayCyber Monday14.8%26.3%12.9%13.6%32.4%Sunday14.1%Sunday13.9%Sunday13.8%MAKING THE MOST OF THE HOLIDAY SEASON RUSH AND CYBER 5 RESULTSCYBER 5 ONLINE SALES GREW 8.2%IN 202413 Copyright

59、 2024 Digital Commerce 360&Vertical Web Media LLC.All rights reserved.RETAILCOMMERCE 360shopped online and in stores over the five days.That was down 1.7%from 200.4 million in 2023.Still,the number of shoppers active this year remained elevated from all years prior to 2023.The NRF typically sees a h

60、igher number of shoppers active both online as a standalone category and overall on Black Friday than on Cyber Monday,it said.That was the case in 2024,with NRF analysis showing 87.3 million shoppers active online on Black Friday and 64.4 million active on Cyber Monday.Over the course of all five da

61、ys,the NRF found that shoppers spent an average of$235 each on gifts.“Even with this years shortened shopping period and the multitude of early sales promotions from retailers,this past weekend exceeded expectations in terms of the sheer volume of shoppers,”said Matthew Shay,president and CEO of the

62、 NRF.THANKSGIVING WEEKEND IN-STORE AND ONLINE SHOPPERS BY DAY*Results cannot be summed to determine the number of unique shoppers because some consumers may have shopped both in-store and online.Source:Adobe Analytics,December 2024n In-Store n OnlineThanksgivingBlack FridaySmall Business SaturdaySun

63、dayCyber Monday26.1M61.1M81.7M25.6M28.6M53.9M87.3M32.8M23.2M64.4Msponsored articleWINNING CUSTOMERS WITH WINNING DIGITAL EXPERIENCESAn executive conversation with Kayla Bryant,global marketing director,commerce,Sitecorethe holidays.Shoppers are bombarded with choices,and brands that anticipate their

64、 needs will stand out.Whether its enabling AR-powered product previews,streamlining mobile checkouts,or offering hyper-personalized content through AI,the goal is to make shopping feel effortless and intuitive.Platforms like TikTok are setting the bar for engagement by blending discovery and commerc

65、e in a way that feels organic.Brands that adopt similar strategies creating moments where customers can interact,explore,and transact without friction will turn seasonal shoppers into loyal advocates.Beyond the holiday rush,how can retailers keep customers engaged and build lasting relationships?The

66、 post-Cyber 5 period is a golden opportunity to turn seasonal traffic into long-term loyalty.Retailers can strengthen connections by offering personalized content and recommendations based on past purchases.For example,suggest complementary products,remind customers to reorder items,or promote exclu

67、sive offers tied to loyalty programs.Retailers should also lean into the growing trend of merging content and commerce,creating engaging,transactional experiences that keep customers coming back.By focusing on post-sale engagement,brands can maintain momentum well after the holidays,fostering deeper

68、 relationships that drive repeat business.What trends or innovations are shaping the future of commerce,and how can retailers stay ahead?Emerging technologies like AI-driven conversational commerce,visual search,and AR are redefining how customers shop,making experiences more intuitive and immersive

69、.To stay ahead,retailers need more than cutting-edge tools they need the flexibility to integrate and adapt as trends evolve.Solutions like Sitecore OrderCloud enable this agility.With its composable,API-first architecture,retailers can quickly integrate new features whether launching personalized p

70、romotions,scaling for peak traffic,or offering subscription models without disrupting their existing systems.This incremental approach ensures brands can innovate continuously,meet rising customer expectations,and remain ready for whatever comes next.Innovation requires technology,which is why onlin

71、e retailers focus on finding the right ecommerce architecture for their websites.Integrating new technology means retailers can offer new features and provide an elevated shopping experience.To learn more about the impact of technology on the shopping experience,Digital Commerce 360 spoke with Kayla

72、 Bryant,Global Marketing Director,Commerce at Sitecore.What challenges do retailers face during high-traffic events like the Cyber 5,and how can they prepare to meet customer expectations?The Cyber 5 puts immense pressure on retailers to deliver speed,personalization,and convenience at scale.Custome

73、rs expect seamless experiences across every channel,whether theyre browsing TikTok,shopping in-app,or visiting a retailers website.However,many brands are held back by rigid,siloed systems that cant keep up with real-time demands or evolving customer behaviors.Preparation starts with agility having

74、the infrastructure to handle sudden spikes in traffic while delivering personalized recommendations,localized inventory updates,and frictionless checkouts.Retailers that unify their data,content,and commerce systems can act with precision during peak periods,creating experiences that feel effortless

75、 for the customer,no matter the complexity behind the scenes.How can unifying data,content,and commerce help retailers deliver exceptional experiences during these critical shopping periods?Unifying data,content,and commerce transforms complexity into opportunity.With composable commerce architectur

76、es,retailers can integrate these elements to deliver real-time personalization,such as product recommendations tailored to browsing behavior or localized promotions based on inventory.For example,a shopper discovering a product on social media can seamlessly transition to purchase without leaving th

77、e platform.This integration doesnt just boost conversions;it ensures every interaction reinforces customer loyalty.By breaking down silos,brands can provide consistent experiences across every channel,giving customers what they want,when and where they want it.What role does customer experience play

78、 in standing out during the holiday shopping season?Customer experience is the ultimate differentiator during 2024,Sitecore Corporation A/S or a Sitecore affiliated company.All rights reserved.Unleashing your commerce creativity with Sitecore OrderCloudDeliver unified,personalized ecommerce experien

79、ces at every touchpoint.Innovate rapidly with leading headless ecommerce platform,Sitecore OrderCloud.Discover Copyright 2024 Digital Commerce 360&Vertical Web Media LLC.All rights reserved.RETAILCOMMERCE 360The 2024 holiday shopping season started off strong,with deep discounts and strategic promot

80、ions fueling record ecommerce sales during the key Cyber 5 period.Online sales during the five days from Thanksgiving through Cyber Monday reached$41.1 billion,up from$38 billion in 2023,according to Adobe Analytics data.Brands like Collars&Co.and Carve Designs reported double-digit sales growth dur

81、ing the period,fueled by new promotions,gifting,and more.Adobes analysis is based on over 1 trillion visits to U.S.retail sites,tracking 100 million SKUs across 18 product categories.It includes data from more than 85 of North Americas top 100 online retailers,as ranked in Digital Commerce 360s Top

82、1000.The database ranks the regions largest online retailers by ecommerce revenue.HOW RETAILERS USED PROMOTIONS AND TECH TO SET NEW RECORDS DURING THE CYBER 5BY BETH DUCKETTMAKING THE MOST OF THE HOLIDAY SEASON RUSH AND CYBER 5 RESULTS17 Copyright 2024 Digital Commerce 360&Vertical Web Media LLC.All

83、 rights reserved.RETAILCOMMERCE 360HOW RETAILERS SET NEW RECORDS DURING THE CYBER 5COLLARS&CO.SEES 30%CYBER 5 SALES BOOSTPromotions were a driving force during Cyber 5,especially on Cyber Monday.A Digital Commerce 360 panel of Top 1000 retailers found that 90%ran Cyber Monday promotions,up from 65%i

84、n a control period two weeks earlier.Of those surveyed,91.7%focused on Cyber Monday-specific deals,while 7.1%extended Black Friday offers,and another 7.1%tied promotions to Christmas.Collars&Co.kicked off its Black Friday promotions two days earlier than in 2023.The apparel retailer also introduced

85、a special presale,offering exclusive deals to its top customers before launching the broader Black Friday promotions,according to founder Justin Baer.The offerings helped drive strong results,with Cyber 5 sales rising more than 30%year over year,Baer shared in an email to Digital Commerce 360.He add

86、ed that Giving Tuesday the day after Cyber Monday was“particularly exceptional,”with sales up 100%over last years figures.Despite concerns that the promotions might lower average order value,Baer reported average order value(AOV)stayed consistent,exceeding expectations.“Our promotional strategies an

87、d new product offerings resonated strongly with our customers,”he said.“The heightened engagement across our online platforms contributed significantly to our sales growth during the Cyber 5 period.”“Our promotional strategies and new product offerings resonated strongly with our customers.”Justin B

88、aer,founder,Collars&Co.MAKING THE MOST OF THE HOLIDAY SEASON RUSH AND CYBER 5 RESULTS18 Copyright 2024 Digital Commerce 360&Vertical Web Media LLC.All rights reserved.RETAILCOMMERCE 360CRATE&BARREL:DRIVING ENGAGEMENT THROUGH PROMOTIONS AND PERSONALIZATIONCrate&Barrel also saw a strong consumer respo

89、nse from promotions as customers continue to seek deals,said Alicia Waters,president of Crate&Barrel and Crate&Kids.The retailer added a free shipping promotion this season for orders over$49,which was a lower threshold than in previous years,Waters told Digital Commerce 360.Crate&Barrel is now runn

90、ing the promotion for an extended period during the holidays.While the company did not disclose specific Cyber 5 sales figures,Waters said website conversion rates rose significantly year over year.An early access holiday event also nearly doubled Crate&Barrels app downloads,which positively impacte

91、d sales.“On the technology side,we launched a new app earlier this year,which features more personalization and seamless integration with our stores to deliver a better shopping experience,”Waters said.“This year,customers also had early access to sneak peek shopping experiences through the app.”Add

92、itionally,Crate&Barrels Design Desk service,which combines 2D and 3D technology to help shoppers visualize spaces,saw increased use during the holidays.“This true omnichannel service meets customers where they are,offering the flexibility to shop however they prefer,”she stated.HOW RETAILERS SET NEW

93、 RECORDS DURING THE CYBER 5MAKING THE MOST OF THE HOLIDAY SEASON RUSH AND CYBER 5 RESULTS19 Copyright 2024 Digital Commerce 360&Vertical Web Media LLC.All rights reserved.RETAILCOMMERCE 360AI POWERS HOLIDAY SALES GROWTHRetailers also leaned on generative AI tools this holiday season,underscoring the

94、 technologys growing adoption.According to Adobe,Cyber Monday traffic to retail sites from AI-powered chatbots surged 1,950%from the year prior,reflecting their growing role in helping shoppers find deals and products quickly.Likewise,Salesforce reported a 32.2%year-over-year increase in AI-powered

95、chatbots during the Cyber 5.The customer relationship management(CRM)provider said it also powered nearly 60 billion AI-powered product recommendations across the period,showing 21%year-over-year growth.Attentive,an AI-powered mobile marketing platform,shared specific results as well.Its clients inc

96、luding Crate&Barrel saw double the revenue growth of brands not using its AI during the eight-day shopping period from Monday,Nov.25,to Cyber Monday,Dec.2.“This highlights the technologys pivotal role in customer engagement and retention with impactful and personalized shopping experiences during th

97、e years busiest retail moment,”Attentive said in a statement.HOW RETAILERS SET NEW RECORDS DURING THE CYBER 5MAKING THE MOST OF THE HOLIDAY SEASON RUSH AND CYBER 5 RESULTS20 Copyright 2024 Digital Commerce 360&Vertical Web Media LLC.All rights reserved.RETAILCOMMERCE 360GIFTING DRIVES ENGAGEMENT AND

98、 GROWTH DURING CYBER 5Gifting also remained a top priority for shoppers during Cyber 5.A Numerator survey of 9,600 shoppers found that 93%purchased gifts during the period,with 67%saying more than half or all of their purchases were gifts.Notably,30%reported buying only gifts.Carve Designs,which rep

99、orted a 48%uptick in Cyber 5 sales from last year,capitalized on this trend with its“gift finder”quiz.The womens swimwear brand saw a 10%higher completion rate for the quiz during Cyber 5,along with a 130%boost in conversion rates compared to the previous period,according to Megan Porteous,vice pres

100、ident of ecommerce at Carve Designs.“This underscores its value as a tool to guide and engage customers effectively during high-traffic shopping times,”she said in an email shared with Digital Commerce 360.Carve Designs also ran a gift-with-purchase promotion,offering a free hat for orders over$200.

101、The campaign incentivized purchases and boosted average order value,Porteous said.“As we gear up for the holiday season,we plan to apply the insights and strategies that worked well during Cyber 5 to our end-of-year sales,”she said.“This includes leveraging tools like a quiz if relevant,ensuring we

102、have compelling promotions,and being ready with backup levers like GWPs to drive sales and engagement.”HOW RETAILERS SET NEW RECORDS DURING THE CYBER 5sponsored articleWITH THE RIGHT TOOLS,BRANDS CAN REAP THE REWARDS OF THE CYBER 5 YEAR-ROUNDAn executive conversation with Jehan Hamedi,founder and CE

103、O,VizitCyber 5,every impression matters,and flighting unoptimized or misaligned visuals risks alienating shoppers and undercutting overall campaign success.How can retailers optimize for scalability and flexibility around this time of year?Scalability and flexibility come down to preparation and lev

104、eraging technology.Successful retailers scan their PIMs and DAMs for optimized visual assets that can be deployed or adjusted in real time as data rolls in.Tools like Vizit enable teams to test and refine this content rapidly,so theyre not relying on guesswork and eliminate personal biases from the

105、equation.Flexibility also means being ready to pivot:If a certain product or visual trend performs unexpectedly well,having the agility to double down and the data to back up your decision can pay dividends.When it comes to content efficiencies around the holidays,what kinds of decisions do you see

106、successful retailers making?Top-performing retailers take a data-driven approach to content creation.They use technology and platforms like Vizit to identify the preferences of their target audiences before content production begins,which reduces costly iterations.They also follow repeatable,scalabl

107、e processes for deploying seasonal content the Cyber 5 may be the biggest push,but its far from the only shopping holiday on the calendar.Brands and retailers that are used to optimizing product content and taking advantage of seasonal trends can reap huge benefits.What strategies can brands use to

108、maintain relevance and engagement with shoppers post-Cyber 5 and into the remainder of the holiday season?Post-Cyber 5,the focus shifts from driving urgency to fostering connection and loyalty.This includes flighting highly engaging and cohesive visuals across product pages,social channels,sponsored

109、 ads,and even physical displays to ensure a positive brand experience.In the coming weeks,brands should use AI-driven insights to refine their visuals for future campaigns,ensuring every interaction builds toward long-term customer relationships and loyalty no matter what the time of year.The power

110、of product visuals is well documented.In todays“see,scroll,click”attention economy,a staggering 95%of purchasing decisions are made when the subconscious brain is processing visual information.Shoppers are consciously judging brand imagery as well,with 88%of consumers considering the product image t

111、o be the key element of the online shopping experience.Digital Commerce 360 spoke to Jehan Hamedi,the founder and CEO of Vizit,about how AI-driven visual optimization can unlock massive time savings and revenue growth for brands and retailers.What advantages can optimized visual content provide reta

112、ilers during high-traffic events like the Cyber 5?Optimized visual content can make or break a retailers performance during Cyber 5,when competition for consumer attention is at its peak.High-performing visuals draw the shoppers eye,communicate value propositions instantly,and create emotional conne

113、ctions that drive faster decision-making and brand loyalty.By aligning visuals with audience-specific preferences,brands can significantly boost click-through rates,conversions,and average order value.These advantages are amplified during high-traffic events when consumers are inundated with choices

114、.How can AI-optimized imagery boost traffic,conversions,and sales?AI provides the ability to analyze how different visual elements resonate with target audiences.The Vizit platform identifies the precise visual cues that drive engagement for specific demographics,enabling brands to craft imagery tha

115、t speaks directly to their audiences preferences.This ensures that every image serves as a high-performing asset,maximizing ROAS,increasing product discovery,and creating seamless paths to purchase.The result is not just higher traffic,but higher-quality traffic that is more likely to convert.What a

116、re the risks associated with flighting ineffective content?Ineffective content is the top reason for lost conversions,and having poor performing imagery on product pages can lose up to 40%in potential sales.Not only are you missing out on revenue,but youre also wasting advertising dollars,campaign s

117、pend,and valuable team resources.Visuals that fail to resonate may even harm brand perception or leave potential customers disengaged entirely.In a competitive season like 1CONFIDENTIAL&PROPRIETARYMarketingGet a powerful new perspective on your visual brandInsights+InnovationAccess the worlds most a

118、dvanced visual analyticsFor All the Teams That Bring Content to LifeEcommerceWin the digital shelf with visuals that attract and convertCreativeSupercharge your design with the data you The Worlds First AI that SeesContent Exactly Like Your AudienceVizit learns from millions of online consumers to s

119、imulate their visual preferences and allow you to predict,monitor,and deliver content that attracts and converts.Visual content is the#1 driver of sales in e-commerce.Vizit helps you create and surface the right content to lift conversions,traffic,and sales.See Vizit In Action .Copyright 2024 Digita

120、l Commerce 360&Vertical Web Media LLC.All rights reserved.RETAILCOMMERCE 360More than half of U.S.consumers reported completing at least half of their holiday gift buying online in 2024,according to new survey data from Digital Commerce 360 and Bizrate Insights.Digital Commerce 360 and Bizrate Insig

121、hts surveyed 1,005 U.S.online shoppers to learn more about their holiday spending this season.By early December,after Cyber Monday,most respondents(57.23%)had completed at least half of their holiday gift buying.Just 5.71%of respondents hadnt done any holiday gift buying.CONSUMERS SHARE CYBER 5 HOLI

122、DAY GIFT BUYING EXPERIENCESBY ABBAS HALEEMMAKING THE MOST OF THE HOLIDAY SEASON RUSH AND CYBER 5 RESULTS24 Copyright 2024 Digital Commerce 360&Vertical Web Media LLC.All rights reserved.RETAILCOMMERCE 360CONSUMERS SHARE CYBER 5 HOLIDAY GIFT BUYING EXPERIENCESWHAT PERCENTAGE OF YOUR HOLIDAY GIFT BUYI

123、NG HAVE YOU COMPLETED?Source:Digital Commerce 360 and Bizrate Insights,December 2024 All(100%)75%99%50%74%25%49%10%24%1%9%13.13%8.16%23.98%18.91%7.16%14.03%None14.63%WHAT PERCENTAGE OF YOUR HOLIDAY GIFT BUYING TO DATE HAVE YOU COMPLETED ONLINE?Source:Digital Commerce 360 and Bizrate Insights,Decembe

124、r 2024 All(100%)75%99%50%74%25%49%10%24%1%9%15.27%12.94%24.48%17.48%7.23%16.90%None5.71%MAKING THE MOST OF THE HOLIDAY SEASON RUSH AND CYBER 5 RESULTS25 Copyright 2024 Digital Commerce 360&Vertical Web Media LLC.All rights reserved.RETAILCOMMERCE 360HOW THANKSGIVING INFLUENCES HOLIDAY GIFT BUYINGThe

125、 majority of respondents(81.7%)started their holiday gift buying before Thanksgiving.More than a quarter(26.46%)even started before September,though the largest portion of respondents said they started in November(but still pre-Thanksgiving).Diving deeper into specific days,we asked if consumers sho

126、pped online on any of the days from the Wednesday pre-Thanksgiving through Cyber Monday.More than half of them(55.71%)shopped on Black Friday.Meanwhile,more than a third shopped online for Cyber Monday(38.46%).Of those days,the fewest respondents shopped online that Sunday(20.75%).Additionally,13.29

127、%didnt shop online at all in the six-day stretch.CONSUMERS SHARE CYBER 5 HOLIDAY GIFT BUYING EXPERIENCESHOW WOULD YOU DESCRIBE YOUR PRE-THANKSGIVING SHOPPING?I started shopping for holiday gifts earlier this yearI started shopping for holiday gifts in September.I started shopping for holiday gifts i

128、n October.I started shopping for holiday gifts in November,before Thanksgiving.I didnt shop for holiday gifts before Thanksgiving26.46%11.89%13.17%30.19%18.30%Source:Digital Commerce 360 and Bizrate Insights,December 2024 DID YOU SHOP ONLINE DURING ANY OF THE FOLLOWING TIMES?(Please select all that

129、apply)Day before Thanksgiving (Wednesday,Nov.27)27.39%Thanksgiving Day(Thursday,Nov.28)21.21%Black Friday(Friday,Nov.29)55.71%Smalll Business Saturday(Nov.30)25.52%Sunday of Thanksgiving weekend(Dec.1)20.75%Cyber Monday (Monday,Dec.2)38.46%I did not shop online during any of these dates 13.29%Source

130、:Digital Commerce 360 and Bizrate Insights,December 2024 MAKING THE MOST OF THE HOLIDAY SEASON RUSH AND CYBER 5 RESULTS26 Copyright 2024 Digital Commerce 360&Vertical Web Media LLC.All rights reserved.RETAILCOMMERCE 360CONSUMERS SHARE CYBER 5 HOLIDAY GIFT BUYING EXPERIENCESWHY CONSUMERS SHOPPED ONLI

131、NE DURING THE CYBER 5Among the respondents who shopped online during the Cyber 5,40.56%picked which retailer to purchase from based on free shipping.Second to that was appealing promotions(34.97%).In other words,the deals might be good,but these consumers arent paying delivery fees.The only other re

132、sponse that more than 30%of consumers selected was that retailers they shopped from had products in stock that these consumers wanted(31.12%).The Cyber 5 refers to Thanksgiving and the four days that follow.WHY DID YOU CHOOSE TO SHOP WITH SPECIFIC RETAILERS DURING THE THANKSGIVING TO CYBER MONDAY TI

133、MEFRAME?(Please select all that apply)Free shipping40.56%Appealing promotions34.97%They had the products I wanted in stock31.12%Previous experience with the retailer21.68%I liked the products they were featuring21.56%Fast shipping options that fit my needs19.46%Wish lists from friends/family19.23%I

134、belong to their loyalty/rewards program16.32%They had exclusive items15.97%Email offers15.85%Flexible return policies for the holidays13.17%Free gift or gift card with purchase12.12%Can return an item to a physical store11.66%Buy online,pick up in store(BOPIS)capabilities11.31%Retailer offered a cou

135、pon/discount to use later in the season11.19%They offered the ability to buy now and pay later10.84%I believe they share my values10.72%Curbside pickup capabilities7.81%Catalogs or newspaper circulars6.18%None of the above6.76%Source:Digital Commerce 360 and Bizrate Insights,December 2024 MAKING THE

136、 MOST OF THE HOLIDAY SEASON RUSH AND CYBER 5 RESULTSCONSUMERS SHARE CYBER 5 HOLIDAY GIFT BUYING EXPERIENCES27And free shipping wasnt just the most appealing offer during the Cyber 5.About a third of respondents(31.82%)only made purchases that came with free shipping.And just over another third of re

137、spondents(36.02%)made most or almost all of their purchases with free shipping.Copyright 2024 Digital Commerce 360&Vertical Web Media LLC.All rights reserved.RETAILCOMMERCE 360THINKING ABOUT FREE SHIPPING,WHAT PERCENTAGE OF YOUR ONLINE ORDERS DURING THIS TIMEFRAME OF THANKSGIVING THROUGH CYBER MONDA

138、Y INCLUDED FREE SHIPPING?Source:Digital Commerce 360 and Bizrate Insights,December 2024 All(100%)75%99%50%74%25%49%10%24%1%9%31.82%7.34%17.95%18.07%3.85%13.52%None7.46%MAKING THE MOST OF THE HOLIDAY SEASON RUSH AND CYBER 5 RESULTSCONSUMERS SHARE CYBER 5 HOLIDAY GIFT BUYING EXPERIENCES28HOW CONSUMERS

139、 SHOPPED DURING THE CYBER 5More than a third of consumers(38.81%)made purchases for themselves during this years Cyber 5.And about a third(33.10%)price-checked an item on Amazon before making a purchase.Similarly,about a quarter(24.83%)price-checked an item at one or more online retailers other than

140、 Amazon before completing a purchase.When it came to mobile shopping,more than a quarter(26.22%)used their mobile devices to purchase from a retailers website.Similarly,just under a quarter(23.43%)used a retailers mobile app.Copyright 2024 Digital Commerce 360&Vertical Web Media LLC.All rights reser

141、ved.RETAILCOMMERCE 360WHILE SHOPPING OVER THE FIVE-DAY RETAIL HOLIDAY SPANNING FROM THANKSGIVING TO CYBER MONDAY,DID YOU DO ANY OF THE FOLLOWING?(Please select all that apply)Made purchases for myself38.81%Price checked an item at Amazon before making a purchase33.10%Used a mobile device to place an

142、 order on a retailers website26.22%Price checked an item at one or more online retailers before purchasing24.83%Checked for estimated delivery dates on products of interest24.48%Placed an order on a retailers app23.43%Checked online for product availability at a nearby store17.72%Purchased physical

143、gift cards16.20%Placed an online order for pickup at a store15.27%Purchased digital gift cards14.10%Placed an online order for same-day delivery12.00%Shared/shopped from a wish list created online10.72%Placed an online order for curbside delivery10.49%Contacted a retailers customer service9.79%None

144、of the above10.02%Source:Digital Commerce 360 and Bizrate Insights,December 2024 MAKING THE MOST OF THE HOLIDAY SEASON RUSH AND CYBER 5 RESULTSCONSUMERS SHARE CYBER 5 HOLIDAY GIFT BUYING EXPERIENCES29The omnichannel experience played a role in holiday gift buying,too,though not at late-pandemic-era

145、levels.17.72%of respondents checked online for product availability at a nearby store.15.27%actually placed orders online for pickup at nearby stores,and 10.49%placed an online order for curbside delivery.Speed was a key part of the fulfillment experience,too,as 12%paced an online order for same-day

146、 delivery.CONVENIENCES AND INCONVENIENCES OF CYBER 5 HOLIDAY SHOPPINGAdditionally,a third(33.92%)of shoppers checked for coupons or promotions when shopping during the Cyber 5.More than a quarter(26.11%)shopped on marketplaces such as Amazon,eBay and Etsy that offer products from multiple sellers.Ab

147、out a fifth of respondents searched for retail sites with free shipping(21.56%)and bought less because prices seemed higher due to inflation(19.58%).As far as shipping goes,14.57%encountered retailers offering slower shipping for an incentive such as a gift card or coupon.A similar amount abandoned

148、a cart entirely after finding out the retailer didnt offer free shipping(14.1%).18.41%of shoppers encountered messages encouraging early shopping to avoid out-of-stock items.And on that note,14.8%of shoppers abandoned a site because a product was out of stock.Meanwhile,a similar amount(14.69%)said t

149、hey couldnt find certain products wherever they looked,and 12%said they came across more messaging than usual about potentially out-of-stock products.Copyright 2024 Digital Commerce 360&Vertical Web Media LLC.All rights reserved.RETAILCOMMERCE 360MAKING THE MOST OF THE HOLIDAY SEASON RUSH AND CYBER

150、5 RESULTSCONSUMERS SHARE CYBER 5 HOLIDAY GIFT BUYING EXPERIENCES30 Copyright 2024 Digital Commerce 360&Vertical Web Media LLC.All rights reserved.RETAILCOMMERCE 360WHILE SHOPPING OVER THE FIVE-DAY RETAIL HOLIDAY SPANNING FROM THANKSGIVING TO CYBER MONDAY,DID YOU ENCOUNTER OR DO ANY OF THE FOLLOWING?

151、(Please select all that apply)Source:Digital Commerce 360 and Bizrate Insights,December 2024 Checked for coupons or promotions33.92%Shopped on a marketplace that offered products from multiple sellers(e.g.Amazon,eBay,Etsy,etc.)26.11%Searched for retail sites with free shipping21.56%Bought less as pr

152、ices seemed higher due to rising inflation19.58%Saw/read messages that encouraged me to shop early to avoid out-of-stocks or to ensure I got the gifts I wanted18.41%Abandoned a site(s)because a product was out-of-stock14.80%There were some products I could not find anywhere14.69%Retailer offered and

153、 I opted for slower shipping for an incentive such as a gift card or coupon14.57%Abandoned my cart after discovering the retailer didnt offer free shipping14.10%Came across more messaging than usual about products potentially being out-of-stock12.00%Deferred payment of my order using a buy now,pay l

154、ater(BNPL)option11.19%None of the above15.03%Copyright 2024 Digital Commerce 360&Vertical Web Media LLC.All rights reserved.RETAILCOMMERCE 360Cyber Monday is meant to be the day for online shopping promotions,even at the end of an already shopping-and deal-heavy Thanksgiving weekend.In a Digital Com

155、merce 360 panel of 100 online retailers from the 2024 edition of the Top 1000,90.0%of retailers surveyed offered promotions of some kind on Cyber Monday,which fell on Dec.2 this year.Thats up from 65.0%during a control period about two weeks prior.The Top 1000 is Digital Commerce 360s database ranki

156、ng the largest online retailers by their annual ecommerce sales.JUST 10%OF TOP ONLINE RETAILERS ABSTAIN FROM CYBER MONDAY PROMOTIONSCYBER MONDAY PROMOTIONS REMAIN WIDESPREADCyber Monday 20242024 control periodCyber Monday 20232023 control period2022 Cyber Monday90.0%65.0%92.0%79.5%87.0%Source:Digita

157、l Commerce 360 and Bizrate Insights,December 2024(Please select all that apply)BY JAMES RISLEYMAKING THE MOST OF THE HOLIDAY SEASON RUSH AND CYBER 5 RESULTS32 Copyright 2024 Digital Commerce 360&Vertical Web Media LLC.All rights reserved.RETAILCOMMERCE 360JUST 10%OF TOP ONLINE RETAILERS ABSTAIN FROM

158、 CYBER MONDAY PROMOTIONSAmong those retailers,91.7%specifically offered promotions mentioning Cyber Monday.7.1%still displayed Black Friday promotions,and another 7.1%tied deals directly to Christmas.CYBER MONDAY PROMOTIONS RUN DEEPMost retailers offering Cyber Monday promotions(90.5%)took a percent

159、age off their product prices.Nearly half(47.6%)offered more than one type of discount,such as buy one,get one(BOGO);a gift with purchase;or a dollar amount off.During the control period,88.3%of promotional retailers offered a percent off their prices,with a quarter offering multiple types of promoti

160、ons.A fifth of promotional retailers touted free shipping options on Dec.2,compared to just 6.7%during the control period.ALL DISCOUNT TYPES GET MORE POPULAR ON CYBER MONDAYShare of retailers that have promotions,by deal type listed on homepage n%of retailers offering promotions on Cyber Mondayn%of

161、promoting retailers-Control periodBuy one,get oneGift with purchasePercent offDollar figure discountFree shipping9.5%21.4%90.5%3.6%47.6%34.5%Multiple types of promotions8.3%6.7%88.3%1.7%26.7%28.3%Source:Digital Commerce 360 and Bizrate Insights,December 2024 MAKING THE MOST OF THE HOLIDAY SEASON RUS

162、H AND CYBER 5 RESULTS33 Copyright 2024 Digital Commerce 360&Vertical Web Media LLC.All rights reserved.RETAILCOMMERCE 360Dollar-off promotions grew slightly,remaining the second most popular option,with 34.5%of sale-running retailers touting a price cut,up from 28.3%in the control.The smallest and l

163、argest discounts grew on Cyber Monday,up to 8%and 90%from 6%and 80%,respectively,in the control period.The median largest discount offered by an online retailer hit 50%(compared to 40%in the control),while the smallest median discount grew slightly to 25%from 20%.Nearly twice as many Apparel&Accesso

164、ry retailers in our panel offered promotions compared to the control,up to 92.1%from 47.4%.The only category to shrink was Office Supply retailers,where one of the two in the panel abstained from Cyber Monday sales while running discounts earlier in the season.HOW WERE CYBER MONDAY SALES COMPARED TO

165、 LAST YEAR?The 90.0%of paneled retailers offering promotions this year is a slight decline from 2023s 92.0%.However,Cyber Monday mentions were more prevalent this year,up to 91.7%compared to 82.5%last year.When it comes to fulfillment,72.2%of retailers offering Cyber Monday promotions this year also

166、 offered free shipping on their homepage.Thats up slightly from last year,when 67.0%of comparable retailers offered free shipping in some capacity.JUST 10%OF TOP ONLINE RETAILERS ABSTAIN FROM CYBER MONDAY PROMOTIONS Copyright 2024 Digital Commerce 360&Vertical Web Media LLC.All rights reserved.RETAI

167、LCOMMERCE 360Walmart Inc.s share of web traffic among Top 1000 retailers fell 17.3%during the Cyber 5 in 2024 compared to last year,according to Digital Commerce 360 analysis of Similarweb data.And it wasnt alone.Of the five major holiday retailers,only A Inc.held its share steady this year.During t

168、he Cyber 5,the five-day period starting on Thanksgiving and running through Cyber Monday,those five retailers still made up 39.0%of all traffic to Top 1000 sites,with Amazon alone accounting for 26.6%of visits.But Walmart,Target Corp.,Costco Wholesale Corp.,and Best Buy Co.Inc.all had a smaller shar

169、e of traffic,Similarweb reported.Walmart was the biggest traffic loser this Cyber 5,down 17.3%.WALMART AND OTHERS LOSE CYBER 5 TRAFFIC SHAREBY JAMES RISLEYMAKING THE MOST OF THE HOLIDAY SEASON RUSH AND CYBER 5 RESULTS35 Copyright 2024 Digital Commerce 360&Vertical Web Media LLC.All rights reserved.R

170、ETAILCOMMERCE 360WALMART AND OTHERS LOSE CYBER 5 TRAFFIC SHARERETAILERS GAIN ON AMAZON DURING CYBER 5However,looking at the shorter term,those retailers gained share mightily from a control period three weeks prior,stealing share from Amazon on the nations largest shopping weekend.Amazons share of T

171、op 1000 site visits fell 8.7%compared to the control period,while Walmart grew 6.7%and electronics retailer Best Buy,a common place to buy big-ticket gifts,jumped 76.1%.Last year,the opposite happened,with Amazon gobbling up traffic share during the holidays.This year,shoppers may have been hungrier

172、 for deals,shopping around for the best prices before checking out.Shoppers may also have been looking more frantically as the shorter holiday shopping period,just three weeks this year,means gifts need to arrive quickly.TOP RETAILERS LOSE CYBER 5 TRAFFIC SHAREYear-over-year change in share of Top 1

173、000 traffic during Cyber 5Source:Digital Commerce 360 analysis of Similarweb data.Control period is three weeks prior.n Cyber 5n Control0.1%-11.6%-17.3%-11.7%-11.5%1.5%-17.5%-16.7%-17.5%-16.6%A Inc.Walmart Inc.Target Corp.Costco Wholesale Corp.Best Buy Co.Inc.MAKING THE MOST OF THE HOLIDAY SEASON RU

174、SH AND CYBER 5 RESULTS36 Copyright 2024 Digital Commerce 360&Vertical Web Media LLC.All rights reserved.RETAILCOMMERCE 360WALMART AND OTHERS LOSE CYBER 5 TRAFFIC SHARESTRONG CYBER 5 BUMPSThis years Cyber 5 was the largest holiday weekend on record for ecommerce sales,according to Adobe Analytics.Sho

175、ppers were waiting out an uncertain election season,feelings of inflation and less competitive summer shopping holidays for good deals on gifts and personal purchases.Shoppers also just werent seeing as many deals prior to Thanksgiving,with just 65.0%of Digital Commerce 360s panel of 100 top retaile

176、rs offering homepage discounts in a check prior to Cyber Monday.That jumped up to 90.0%on Cyber Monday,and with those deals came increased sales.AMAZON LOSES TRAFFIC SHARE DURING CYBER 5Change in share of Top 1000 traffic during Cyber 5 compared to control periodSource:Digital Commerce 360 analysis

177、of Similarweb data.Control period is three weeks prior.A Inc.-8.7%6.7%28.3%23.3%76.1%Walmart Inc.Target Corp.Costco Wholesale Corp.Best Buy Co.Inc.MAKING THE MOST OF THE HOLIDAY SEASON RUSH AND CYBER 5 RESULTS37 Copyright 2024 Digital Commerce 360&Vertical Web Media LLC.All rights reserved.RETAILCOM

178、MERCE 360AMAZON GAINS CYBER 5 TRAFFIC SHARE FROM OTHER TOP RETAILERSThats borne out by traffic data.For the five-day period,traffic was up 50.0%compared to the control three weeks earlier.On Black Friday,traffic was up 88.0%.During the Cyber 5,Walmart grew 60.0%from the control period,while Costco n

179、early doubled.Best Buy posted the largest gain among top retailers,up 164.1%,while Amazon grew just 36.9%.Still,Similarweb data showed A far ahead of its competitors in terms of its sheer volume of website visits.Amazon saw 120.9 million visits on Black Friday,with Walmart in a distant second place

180、at 29.7 million visits.Among Top 1000 retailers outside the largest ecommerce players,Macys Inc.stood out,growing traffic 197.0%and nearly doubling its share of Top 1000 traffic.Other top gainers include common gift sources like Saxx Underwear(up 232.0%),jewelry retailer Kendra Scott(up 229.2%)and D

181、SW owner Designer Brands(up 219.8%).BLACK FRIDAY PROVIDES LARGEST TRAFFIC BUMPChange in traffic to Top 1000 retailers compared to control period40.6%44.3%88.0%37.5%43.1%ThanksgivingBlack FridaySmall Business SaturdaySundayCyber MondaySource:Digital Commerce 360 analysis of Similarweb data.Control pe

182、riod is three weeks prior.MAKING THE MOST OF THE HOLIDAY SEASON RUSH AND CYBER 5 RESULTSAMAZON GAINS CYBER 5 TRAFFIC SHARE FROM OTHER TOP RETAILERS38 Copyright 2024 Digital Commerce 360&Vertical Web Media LLC.All rights reserved.RETAILCOMMERCE 360AMAZON LEADS ECOMMERCE SITES IN BLACK FRIDAY WEB TRAF

183、FICWebsite visits to ecommerce website on Black Friday in 120.9M20.2M29.7M16.4M11M8.7M8.3M7.1M6.3M3.4MSource:SimilarwebBLACK FRIDAY GIVES TOP 1000 RETAILERS BIGGEST TRAFFIC GAINSChange in traffic since Thanksgiving DaySource:Digital Commerce 360 analysis of Similarweb dataA Inc.Walmart Inc.Target Co

184、rp.Costco Wholesale Corp.Best Buy Co.Inc.Top 1000Black Friday25.1%31.6%47.0%31.3%44.9%30.0%Saturday0.8%-4.6%5.1%-17.0%-11.9%-1.7%Sunday3.7%2.8%5.7%-17.9%-17.9%-1.5%Cyber Monday20.0%11.6%7.8%0.8%-0.2%13.1%WHAT PROJECTS CAN WE CREATE?Thought Leadership&Custom Research Reports Case Studies Benchmarking

185、 Data Webinars Charts&Infographics NEW for 2024!Executive Video InterviewDigitalC World of Possibilities To Tell Your Story&Broaden Your ReachCustom solutions for leading companies.Lets build yours today!RETAILCOMMERCE 360Going into Small Business Saturday(and the Cyber 5 as a whole),apparel brand C

186、arve Designs had a checklist to work through.Although co-founders Thayer Sylvester and Jennifer Hinton launched Carve Designs in 2003,it didnt start selling online until the mid-2010s,and it didnt participate in Cyber 5 promotions until 2023,vice president of ecommerce Megan Porteous told Digital Co

187、mmerce 360.Now,about 60%of its sales are direct-to-consumer,with the remainder coming from wholesale.It also sells on Amazon.Sales require a fine balance between participating in cultural moments like the Cyber 5 and simultaneously not training customers to expect that Carve Designs will always be o

188、n sale,she told Digital Commerce 360.Copyright 2024 Digital Commerce 360&Vertical Web Media LLC.All rights reserved.CARVE DESIGNS DRIVES CYBER 5 SUCCESS BY FOCUSING ON GIFTINGRETAILCOMMERCE 360BY ABBAS HALEEMRETAILCOMMERCE 360MAKING THE MOST OF THE HOLIDAY SEASON RUSH AND CYBER 5 RESULTSCARVE DESIGN

189、S DRIVES CYBER 5 SUCCESS BY FOCUSING ON GIFTING41Promotions during the Cyber 5 are“so widely adopted at this point that if you dont participate,youre just leaving money on the table,”she said.So this year,Carve Designs tweaked its digital marketing approach,launched a gift finder quiz and introduced

190、 a gift-with-purchase incentive.CARVE DESIGNS SALES DURING THE CYBER 5Although Carve Designs story fits well into Small Business Saturday a women-founded brand using organic cotton its sustainability-driven messaging is not always enough,she said.“Thats the hard thing,”Porteous said.“Its a great sto

191、ry and consumers say they like it,but what they really like are offers and deals and promotions.”That led Carve Designs to offer promotions during this years Cyber 5,which she said was“an exceptional success.”As a whole,Carve Designs grew sales 48%year over year during the Cyber 5.And on Small Busin

192、ess Saturday,specifically,it increased sales 65%year over year.Porteous attributed the results to effective marketing strategies and customer engagement.The retailer had a successful direct mail program dating back to 2017,Porteous said,but the challenge associated with it was that Carve Designs had

193、 to plan it months in advance.Copyright 2024 Digital Commerce 360&Vertical Web Media LLC.All rights reserved.RETAILCOMMERCE 36048%Carve Designs year-over-year sales growth during the Cyber 5.Source:Carve DesignsRETAILCOMMERCE 360MAKING THE MOST OF THE HOLIDAY SEASON RUSH AND CYBER 5 RESULTSCARVE DES

194、IGNS DRIVES CYBER 5 SUCCESS BY FOCUSING ON GIFTING42“Once youve committed to that cost,its a fixed cost and your paid media spend has to either pull back or even throttle in the best-case scenario,depending on how that direct mail piece resonates with the consumer,”she said.In years past,the retaile

195、rs holiday catalog would drop in early November.Because the whole month of November is promotional,she said,it was a“huge cost”to release the catalog while consumers were waiting for Black Friday and Cyber Monday.Plus,with 2024 being an election year,Carve Designs decided against releasing a catalog

196、 in favor of more flexible marketing spend.Because of that,the retailer spent more on paid digital media marketing this year compared to 2023.DIGITAL MARKETING DURING THE CYBER WEEKENDTwo key digital marketing successes Carve Designs achieved recently were with influencers and its loyalty program.So

197、cial media influencers post on their own channels about Carve Designs,which Porteous said helps expose the brand to new consumers.“It helps us with exposure to brand new consumers,but whats really been successful is to take content from our influencers its known as user-generated content and run tha

198、t content as ads,and thats a big shift for us,”Porteous said.In the past,the direct-mail catalog would require photoshoots with models,the images from which would then be used to run ads.Even Carve Designs employees are creating user-generated content(UGC).Copyright 2024 Digital Commerce 360&Vertica

199、l Web Media LLC.All rights reserved.RETAILCOMMERCE 36065%Carve Designss year-over-year sales growth on Small Business Saturday.Source:Carve DesignsRETAILCOMMERCE 360MAKING THE MOST OF THE HOLIDAY SEASON RUSH AND CYBER 5 RESULTSCARVE DESIGNS DRIVES CYBER 5 SUCCESS BY FOCUSING ON GIFTING43UGC that Car

200、ve Designs runs as ads are“going to outperform some sort of highly produced graphic every day of the week.”Meanwhile,through its loyalty program,the company offered certain days that earn customers more points from their purchases than usual.“Loyalty points are great for us because its not actually

201、reducing the price of the products on the site,”she said.They incentivize consumers to complete a purchase in the moment.From there,Carve Designs puts those customers into an email marketing list.As a result,the loyalty program has driven urgency to buy during promotions and then drive repeat purcha

202、ses at a faster rate than other consumers.IMPACT OF MAP POLICY ON CYBER 5 SALESMoreover,she said,loyalty points dont violate the minimum advertised pricing(MAP)policy that Carve Designs agrees to with its wholesale partners.MAP policies are among the key reasons Carve Designs does not normally offer

203、 sitewide promotions.Some holidays and promotional periods,such as Labor Day,are MAP holidays.That means DTC websites can offer lower prices than usual,as can their wholesale partners,Porteous said.“But the challenge with a business like ours where we have a spring business and a fall and winter bus

204、iness is the selling period to promote full-price items is fairly short because we only launch after Labor Day,”she said.“And then we have this Black Friday-Cyber Monday period,and then we mark down a significant amount of our fall/winter products starting right after Christmas,and so we need to rea

205、lly protect our full-price selling,and we need to protect our wholesale partners.So thats why we cant do a full sitewide.Its because of this delicate balance between wholesale.”Copyright 2024 Digital Commerce 360&Vertical Web Media LLC.All rights reserved.RETAILCOMMERCE 360MAKING THE MOST OF THE HOL

206、IDAY SEASON RUSH AND CYBER 5 RESULTSCARVE DESIGNS DRIVES CYBER 5 SUCCESS BY FOCUSING ON GIFTING44 Copyright 2024 Digital Commerce 360&Vertical Web Media LLC.All rights reserved.RETAILCOMMERCE 360Learning from the 2023 Cyber 5 to find that balance,the retailer tried something different this year.It o

207、ffered 30%off a small selection of fall and winter 2024 products while also promoting its permanent markdown on products from prior seasons,on which the retailer offers up to 75%off.CARVE DESIGNS LAUNCHES GIFT FINDER QUIZIn the spring,Carve Designs had found success in a quiz that helped its shopper

208、s find their preferred swim style.In the fall,before holiday promotions,it launched a similar quiz to help consumers find sweaters.The gift finder quiz is the third iteration,which Carve Designs launched in November.The conversion rate of consumers who have completed these quizzes is considerably hi

209、gher than for consumers who did not take or complete the quiz,Porteous said,exceeding the brands benchmarks.During the Cyber 5,the quiz saw a 10%higher completion rate and a 130%increase in conversion rates than the prior period in November.The gift finder has driven incremental revenue and increase

210、d average order value(AOV),she said,but what piqued her interest was that the first question asked who quiz-takers are shopping for,and most of them said they were shopping for themselves.And as Christmas approaches,Carve Designs leans more into gift cards.“Gift cards are always a strong business,es

211、pecially after the shipping cutoff,”Porteous said.“So when we no longer can ship products to guarantee delivery before Christmas,then we really switch to gift card messaging.”130%Increase in conversion rate among Carve Designs consumers who completed the retailers gift finder quiz during the Cyber 5

212、,compared to earlier in November.Source:Carve DesignsMAKING THE MOST OF THE HOLIDAY SEASON RUSH AND CYBER 5 RESULTSCARVE DESIGNS DRIVES CYBER 5 SUCCESS BY FOCUSING ON GIFTING45But before that cutoff,Carve Designs is offering its consumers a faster shipping speed than usual when they reach the brands

213、$99 free shipping threshold.Rather than going with ground delivery for its orders that meet the free shipping threshold,its offering two-day air shipping.Part of that is because Carve Designs uses a third-party logistics(3PL)provider based in the West Coast,limiting delivery times during the holiday

214、 season.So although Carve Designs ground shipping cutoff is slated for Dec.13 this year,its offering two-day air shipping through Dec.19.GIFT WITH PURCHASE DURING THE CYBER 5Carve Designs also introduced a gift-with-purchase(GWP)incentive during the Cyber 5.It offered a free Carve Designs hat,which

215、it normally values at$38,on orders of$200 or more.This helped drive a higher AOV,Porteous said.“A key takeaway from this year was the need for better preparedness for last-minute pivots,”Porteous said.“For example,we introduced the GWP offer late Wednesday afternoon,which required the entire team to

216、 work quickly to execute it effectively.Moving forward,we plan to have pre-developed marketing assets and contingencies in place to make such adjustments more seamless and turnkey.”Carve Designs still has time before its Christmas shipping cutoff dates to drive sales.“As we gear up for the holiday s

217、eason,we plan to apply the insights and strategies that worked well during Cyber 5 to our end-of-year sales,”she said.“This includes leveraging tools like a quiz if relevant,ensuring we have compelling promotions,and being ready with backup levers like GWPs to drive sales and engagement.”Copyright 2

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