Younger, higher income and Asian households help boost Amazon’s performance.
Some retailers performed better than others over Black Friday and the three days that followed (Cyber Weekend.)
Amazon captured nearly one in five dollars (17.7%) spent during the period, which is a jump from its average 10.1% share in the latest 52 weeks ending 11/24/2022, according to Numerator.
The online giant’s share jump was bolstered by younger, higher income and Asian households. Though Amazon is still under indexes with baby boomers, the company managed to double its share with this generational group to 15.1% from its previous 8% share captured in the past year.
Walmart was close behind Amazon in terms of market share for Cyber Weekend, with a 14% share. Following Walmart, the top-performing retailers were Costco (3.8%), Kroger (3.7%), and Target (3.4%).
In other findings, Dollar General gained significant share (2.3%) over the period, compared to its latest 52-week average (1.5%), driven by lower income households, according to Numerator. Best Buy also gained share (2.0%) compared to its latest 52-week average (1.2%), driven by Gen Z and Hispanic households.
Best Buy also saw the largest average price per item with over two in five shoppers spending more than $100 per item.