Report: 86% of Cyber Weekend shoppers bought from Amazon, followed by...
Three retail giants led the way when it came to consumer spending over the Black Friday - Cyber Monday shopping period.
Shoppers said they visited or planned to shop at Amazon (86%), Walmart (65%) and Target (46%) during the extended holiday weekend, according to new data from Numerator. Department stores (31%), club stores (22%), home improvement stores (19%), beauty stores (16%), discount stores (16%), Best Buy (14%) and Temu (13%) were also top destinations.
Numerator’s data found that 60% of the weekend’s shoppers also participated in retailer sales events such as Prime Big Deal Days, Target Circle Week, Walmart Holiday Deals and more. The early sales had a slight impact on "Cyber Weekend" shopping, with consumers saying that the sales gave them a clearer idea of what they wanted to buy on Cyber Weekend (30%), that they felt less urgency to shop Cyber Weekend because they had already taken advantage of good deals (26%), and that they spent less this weekend since they had already purchased many of the items they wanted (22%).
[READ MORE: ICSC: 207 million Americans shopped over Thanksgiving weekend]
The majority (93%) of Cyber Weekend shoppers made purchases at two or more retailers/websites over the weekend. Thirty-one percent shopped at three different locations, 15% at four, and 27% at five or more. The vast majority (93%) of shoppers said they purchased a gift during their Cyber Weekend shopping, while two-thirds (67%) said that more than half or all their purchases were gifts, including 30% that said all their purchases were gifts.
Among those consumers who shopped over Cyber Weekend, 74% said they shopped or planned to shop on Black Friday, followed by Cyber Monday (61%), the Saturday after Thanksgiving (47%), the Sunday after Thanksgiving (31%) and Thanksgiving Thursday (25%).
To save money, over half (52%) of shoppers said they are now seeking out promotions and coupons, 42% are buying fewer gifts, 35% are shopping at different retailers to find better prices, and 35% said they have less disposable income due to rising prices on everyday essentials. A quarter (25%) said they are purchasing items they need now during holiday sales in case prices rise in the future.
Almost three-quarters (72%) of this year’s Cyber Weekend shoppers also shopped last Cyber Weekend. Forty-five percent of these buyers said they thought this year’s deals were the same as last year, while 26% thought they were better and 23% thought they were worse. Forty-two percent of shoppers said they spent about the same amount this year as last year, while 32% spent less and 23% spent more.
Numerator’s Cyber Weekend survey was fielded to 9,637 verified shoppers who made a purchase between Thursday, Nov. 28 and Monday, Dec. 2.
