Online sales, curbside, and store pickup all surged as the event of a sale defined by the pandemic took shape. Black Friday 2020 had to be different.
While Black Friday still is the biggest day of the year for brick-and-mortar retailers in the United States, the rise of e-commerce has helped the concept of Black Friday discounts become a global phenomenon over the past decade. A majority of retailers started their online deals long before Black Friday. Amazon.com also rolled out discounts last month.
The holiday shopping season has been underway for quite some time now, starting from early November. Although the consumers were aware of the potentially delayed delivery this year, the period between Thanksgiving and Cyber Monday (also known as the “Cyber Five”) has seen impressive growth for many retailers in terms of sales.
Amazon offered more deals than ever before to start its holiday shopping season early this year. This commenced right after wrapping up its Prime Day sales event. The awaited Amazon Prime Day witnessed customers shopping earlier, attracted by the "deep discount and deals" that Amazon dropped in mid-October. The delayed Prime Day event definitely helped to downplay the overall importance of Black Friday and Cyber Monday in the holiday shopping season.
DataHawk’s exclusive insights on Amazon Black Friday & Cyber Monday
Amazon Black Friday and the surrounding holiday shopping season is often the make or break period of the year for Amazon sellers. Amazon's marketplace saw stupendous sales activity during its Black Friday 2019. In fact, Black Friday 2019 was reported to reach second place in terms of online sales made in a single day in the history of eCommerce.(sales grew by 19.6%)
Amazon’s announcement of its holiday season sale apprises the boost this year too. At DataHawk, we analyzed how the mammoth retail events’ performance was in sales across a sample of our clientele. We analyzed the sales figures, starting from 15 days before Amazon Black Friday(in the U.S.), all through Cyber Monday.
It was observed that, with Prime Day serving as a potential new milestone for holiday shopping, the sales graph started to flatten across the big holiday season sales days.
Here’s an exclusive, filtered view of the Amazon Black Friday Day 2020 & Cyber Monday sales with highlights based on a sample of clients at DataHawk.
Here’s a view of growth in sales among a sample of our customers’ as compared to 15 days before Black Friday, Black Friday & the weekend right after all through Cyber Monday 2019.
Black Friday 2019 marked a 246% increase in sales, and Cyber Monday 2019 marked a 327% increase in sales compared to the 15 days average of sales before Black Friday. Since Black Friday, the sales on Cyber Monday increased by 32% after a drop on the weekend bridging the two events.
By using our internal resources at DataHawk, we saw the sales trajectory for Amazon during Black Friday weekend 2019:
- Sales in the US rose by 233.51%
- Sales in the UK rose by 214.07%
- Sales in France rose by 421.70%
Here’s a presentation of SALES PROGRESSION in 2019
And here’s what growth in sales among a sample of our customers’ daily sales on Amazon’s Black Friday & Cyber Monday weekend on 2020 looks like as compared to the average of the 15 days prior.
Black Friday 2020 marked a 222.43% increase in sales, and Cyber Monday 2020 marked a 220.98% increase in sales compared to the 15 days average of sales before Black Friday.
Globally, there is a slight drop in sales than last year. However, the weekend after Black Friday is seen to have done better than last year (16% up on Saturday & 11% up on Sunday) but could not compensate fully.
The impact on global sales is seen because Amazon’s sale window was more expansive than usual this year. Due to the coronavirus pandemic, Amazon postponed the annual Prime Day event, which is usually in July, to mid-October. That made it a viable option for very early holiday shoppers.
Amazon’s decision to postpone Black Friday in France resulted in a 71% decrease in France in 2020 compared to 2019.
The weekend after Black Friday till Cyber Monday was interestingly higher than last year in Germany & the UK. In Germany, Cyber Monday marked a 16% increase this year compared to 2019 and a 41% boost to Cyber Monday in the UK.
The results showed interest in Black Friday has tumbled. According to Adobe, Cyber Monday landed in record territory in 2020, up more than 15% year over year.
While Amazon's announcement did not provide numbers on average sales on Black Friday & Cyber Monday individually, Amazon said this year’s holiday shopping season had been the biggest in its history. (aboutamazon)
The independent businesses on Amazon generated $4.8 billion in worldwide sales between Black Friday and Cyber Monday, an increase of 60% year over year.
Best Selling Products on Amazon US on Black Friday & Cyber Monday
Bestsellers on Black Friday in the U.S. included:
- New Echo Dot
- Fire TV Stick 4K with Alexa Voice Remote
- Exploding Kittens Card Game
- Philips Sonicare Protective Clean Electric Toothbrush
- Rocket book Panda Planner
- Shark IQ Robot Self-Empty Robot Vacuum
Bestsellers on Cyber Monday in the U.S. included:
- New Echo Dot
- Echo Show 5
- Nintendo Switch Fortnite Wildcat Bundle
- iRobot Roomba Vacuum
- Connect 4 Strategy Board Game
- BLACK+DECKER 20V MAX Cordless Drill.
This has been an unprecedented year. With Amazon Prime Day deals launched in early October, we saw a different pattern in sales during the holiday season. Rather than one massive sales weekend, Brands & Sellers had to target shoppers by personas to make sure they are targeting the right people at the right time.
Also, with so much changing on a weekly basis, we have seen a complete fragmentation of the holiday shopping market as some countries reopened completely and others went for new lockdowns based on the coronavirus.