Home Numerator: Amazon, Walmart Led Black Friday Weekend Sales
December 5, 2023

Numerator: Amazon, Walmart Led Black Friday Weekend Sales

Posted In: Retail Articles
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Over Cyber Weekend 2023, market researcher Numerator surveyed more than 5,000 verified buyers to find out about purchasing decisions and discovered that Amazon and Walmart led on sales.

As part of its holiday-related research, Numerator noted that Black Friday was the most popular shopping day, at 89%, of Cyber Weekend, followed by Cyber Monday at 47% and Small Business Saturday at 45%. 

As to other points:

  • The top gift categories purchased were apparel, at 67%, toys/games, at 48%, home goods, at 44%, electronics, at 43%, and beauty products, at 35%. 
  • 42% of shoppers said they shopped primarily or exclusively in-store versus 34% who said they shopped primarily or exclusively online.
  • Shoppers spread their scouting around with 27% buying at five or more stores/websites and only 8% of shoppers purchased at one store.
  • 51% of consumers searched retailer websites to prepare for Cyber Weekend shopping while 43% browsed digital ads, 33% made a list of products to purchase, 31% used search engines to find deals and/or products, and 24% browsed social media. 
  • 45% of shoppers planned their Cyber Weekend agenda more than a week in advance, but 26% were spontaneous, making their decision to act the day before or the day of the event.
  • 72% of those polled said that rising prices somewhat or significantly impacted their holiday gift shopping.
  • 45% said they spent the same as last year, with 36% saying they spent less and 19% saying they spent more.
  • Of those who spent less year over year, the top reasons were less disposable income this year, at 38%; not seeing as many good deals, at 35%; and buying fewer holiday gifts this year, at 33%. 
  • 41% of shoppers used Black Friday weekend events to shop primarily or exclusively for others, while 32% used the events to shop primarily for themselves.

Numerator’s top five Black Friday retailers based on sales were Amazon, Walmart, Target, Best Buy and Costco. The top five brands based on sales were Apple, Samsung, Bath & Body Works, PlayStation and Whirlpool.

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