Uncover Your True Holiday Selling Season [Data Report]

The biggest shopping weekend of the year is over. While reports come back claiming Black Friday was a bust for larger retailers, our data team wanted to figure out  if these reports applied to small retailers. Even further, did it matter if Black Friday performed lower than expected? With initiatives such as Small Business Saturday and consumer shopping expected to spread out through the season, was the monstrous emphasis on Black Friday even justified?

2014-Black-Friday-Data

The biggest shopping weekend of the year is over. While reports come back claiming Black Friday was a bust for larger retailers, our data team wanted to figure out  if these reports applied to small retailers. Even further, did it matter if Black Friday performed lower than expected? With initiatives such as Small Business Saturday and consumer shopping expected to spread out through the season, was the monstrous emphasis on Black Friday even justified?

We wanted answers and figured small retailers would want them, too. Here’s what we discovered.

Despite the hype on Black Friday, according to our data, it only accounts for about twice the sales volume of any typical day in November. We also discovered other days that have shown promising impact on the holiday selling season. For example, sales have shifted to earlier in the weekend, with Thanksgiving Day’s share of sales increasing by 38% from last year. Additionally, after the Black Friday weekend, our data also shows that sales in the first six days of January 2014 were higher than those from Thanksgiving, Black Friday, Small Business Saturday and Cyber Monday of 2013, combined.

Here are more interesting data points we found:

  • In 2014, 14.8% of sales during the Thanksgiving Day weekend were placed on Thanksgiving Day, up from 10.7% in 2013.
  • In 2013, Cyber Monday sales made up 37.4% of all sales during the Thanksgiving weekend. This fell to 29.2% in 2014.
  • In 2013, Cyber Monday orders made up 34.8% of all orders during the Thanksgiving Day weekend. This dropped to 28.8% in 2014.
  • In 2014, on average, products sold over the Thanksgiving Weekend were 5.8% cheaper than when sold during the remainder of November, down from 7.4% in 2013.

For big box retailers, Black Friday elicits such an overwhelming response from consumers. But this is not what we’re seeing among small retailers. It’s important you understand your unique sales trends in order to optimize for your true selling season.

To learn more about this data report, please view the full press release.

If you have feedback on how your weekend stacked up to what is being reported, we’d love to hear from you! Share in the comments below or reach out to @StitchLabs on Twitter.

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