Which retailers received Cyber Week?
Cyber Monday is a wrap, and therefore the busiest shopping week of the year. The Covid-19 pandemic resulted in a different type of cyber week, particularly with fewer open store fronts on Thanksgiving than in previous seasons. All of this had led consumers to shop more online than in-store.
However, different does not necessarily mean negative. There were many winners during this year's Cyber Week Bonanza. This year's successes have been unexpected sales increases related to a pandemic and volatile job losses across the country. The surprise victories can also be measured by the number of higher in-person shopping visits expected during Cyber Week. For example, pedestrian traffic in retail was less affected compared to the non-vacation period. And under very occasional circumstances. Some actually counted the actual increases in personal shopping. Below are five retailers who made great hits in the early days of this year's holiday shopping season.
Let's start with the obvious. There are few aspects of retail, from fashion to air fryers, that Amazon doesn't dominate. So is it any surprise that the giant produced Cyber Week as the winner? According to Numerator, a data and technology company that does market research, every fifth dollar spent the weekend after Thanksgiving was spent on Amazon. This is the first time the retailer has had such a high percentage of weekend spending. In the past year, just over one in ten Black Friday weekend purchases – a share of 11.7% – was made on Amazon. It's even more impressive that people spent so much on Amazon this year considering that Prime Day, the other big sales event, only happened six weeks earlier than the usual July timeframe.
Although Ulta, like most retailers, saw a drop in pedestrian traffic in the days after Thanksgiving, it still had a strong cyber week thanks to its performance in the days leading up to the holiday. On the Tuesday before Thanksgiving, Ulta saw visits increased 11.2% and the previous Sunday 4.6%. These numbers may be representative of how Black Friday went from a one-day event affair to a weekend-long affair to an all-week bonanza, with traffic spread out over other days of the week like the weekend and the days leading up to the holiday, and less traffic on Black Allow Friday itself.
Hardware stores were one of the categories that benefited from the pandemic in the earliest days. Home Depot, in particular, saw comparable revenue growth of 6.4% and revenue growth of 7.1% to $ 28.3 billion in the first quarter. No wonder, then, Home Depot continued to perform well during Cyber Week, when pedestrian traffic was lower than several other major retailers. This is in part because the Home Depot stores stayed open on Thanksgiving and pedestrian traffic that day only fell 49.4% compared to other retailers that saw a nearly 100% decrease. That drop was even smaller on Black Friday – the 12.7% drop in daily visits was a notable feat in a pandemic year, according to Placer.ai.
Dollar General is probably not the first place you think of when it comes to Black Friday deals – after all, it spends year promoting its low prices. But consumers have welcomed Dollar General this holiday season: it was one of the few retailers to see steady foot traffic in the store in the days before and after Thanksgiving. It grew particularly strongly on the Saturday before the holidays and on Thanksgiving itself with an increase of 21% and 12.1% respectively. In the latter case, the store may have benefited from the fact that several other retailers who normally keep their stores open on Thanksgiving have closed them this year amid the ongoing troubles related to the pandemic.