Cyber Week 2022 was a record-breaking shopping event despite rising inflation rates, higher costs to advertise, and continued supply chain strain. In this article, get a clear picture of Cyber Week 2022 results with stats, trends, and data, plus insight into how current ecommerce concerns impacted the busiest shopping period of the year.
Cyber Week (also known as Cyber 5): The five-day period encompassing Thanksgiving through Cyber Monday.
Cyber Week wins from ROI clients
Cyber Week is always an exciting time at ROI Revolution. With many of our clients having Q4 seasonality, the holiday period brings an opportunity for significant revenue growth in a wide range of industries. Keep reading for some of the most exhilarating wins!
Home Goods & Furniture Brand Wins
When a furniture brand had a late-night request on Thanksgiving related to paid search traffic and sales, our team was right on the ball and responded to set up a meeting to manage the situation and connect with the brand the next day. We consistently engaged with the brand over the rest of Cyber Week. We pride ourselves on acting as an extension of your team to develop and execute a strategy that achieves your biggest marketing goals.
Another furniture brand that typically doesn’t see holiday upticks saw a 30% increase in click-through rate compared after their product feeds team strategized how to drive seasonal sales with an evergreen promotion.
For a home goods brand, our SEO team devised a strategy that drove a 42% increase in organic sessions with a 35% increase in organic revenue YoY. Both November and December broke organic revenue records for the site!
For a gift and home décor brand, we created and optimized granular categories to better target long-tail keywords and specific product types. Traffic for these pages was up 41% YoY for November and December, with organic revenue up 297% for those pages!
Fashion & Apparel Brand Wins
A high-end apparel brand drove 112% more impressions and 268% more assisted revenue year-over-year through programmatic advertising. Conversion rate was also up 80% in December for this brand thanks to an intentional strategy devised by our conversion rate optimization experts.
A luxury accessories brand experienced a 17% revenue boost at 19% higher ROAS YoY.
Our conversion rate optimization team developed and implemented a strategy that drove 44% higher revenue at an 8% higher conversion rate during Cyber 5 for a major athletic apparel brand.
Additional Cyber Week Wins
We know that shipping is a major buying factor for shoppers, especially during the holidays. By adding a “Fast and Free Shipping” annotation to the product feed for a sporting goods brand, we were able to drive a 67% increase in click-through rate YoY.
For the seasonal brands we work with on retail media advertising (including platforms like Amazon), this was the most successful Cyber 5 ever, with an average 20% increase in YoY sales.
A technology brand saw an 18% increase in ROAS over Cyber 5 through DSP.
Another brand saw a 38% increase in YoY Cyber 5 sales at an 11% increase in ACoS. November was their all-time highest revenue month!
While holiday seasonality is less of a focus when it comes to website optimization (many brands are wary about A/B testing during Cyber 5), the optimizations that we strategize and implement throughout the year culminates in Q4. This includes optimizations to homepages, category and subcategory pages, product pages, informational content, and more.
Performance Max is becoming increasingly important in having a paid search strategy that achieves your goals. In fact, 54% of traffic from Google for all of our clients during Cyber 5 was Performance Max. Are you up to speed with the latest details you need to know about the new campaign type? Peruse our resources about PMax below:
- What You Need to Know About the Switch to Performance Max
- Infographic: Performance Max 101
- How Do the Changes in Performance Max Affect My Product Feed?
The holiday season may be over, but in ecommerce, there’s always an exciting (or terrifying) new development that promises to shake up your strategy. At ROI Revolution, our dedicated digital marketing experts act as an extension of your internal team to develop and execute proactive strategies that achieve your goals, even in the midst of an uncertain economy. Send a message to our team today to explore the untapped opportunities for growth that we could discover for your brand.
Cyber Week 2022 Results: Black Friday & Cyber Monday
Overall, Cyber Week delivered $35.3 billion in revenue. That’s nearly $500 million more than original projections!
Black Friday and Cyber Monday 2022 were both record-breaking shopping days. Cyber Monday was the biggest day of Cyber 5, bringing in over $2 billion more in revenue than Black Friday. Revenue on Cyber Monday was also more than double what it was on Thanksgiving.
Cyber Week Revenue Stats
- Thanksgiving: $5.3 billion (2.9% YoY increase)
- Black Friday: $9.1 billion (2.3% YoY increase)
- Saturday: $4.6 billion
- Sunday: $5.0 billion
- Cyber Monday: $11.3 billion (5.7% YoY increase)
Inflation Plays a Small Role in Cyber Week 2022
The increases could partially be due to the rise in inflation and higher costs across the board, but US shoppers still purchased more items over Cyber 5 this year than last year. US order volume grew 6% year-over-year on Black Friday and 2% on Thanksgiving. On Cyber Monday, however, US online order volume declined 1% year-over-year.
Overall, US online order volume grew 3.5% year-over-year during the 5-day Cyber Week period.
To cater to consumers’ concerns about rising prices, items were more heavily discounted during Cyber Week 2022 vs. 2021, with discounts around 7% higher year-over-year. There wasn’t a particular day of Cyber Week when discounts were significantly better.
In the US, the average discount during Cyber Week was around 31%.
Average order value (AOV) grew only slightly, further suggesting that inflation isn’t the only reason for the year-over-year Cyber 5 increases. If higher prices due to inflation were the main catalyst, then AOVs would have been much higher.
US average order value on Black Friday hit $107, a 1.3% year-over-year increase. On Cyber Monday, AOV grew 2.8% year-over-year, but was still slightly less than Black Friday at $105. AOV growth was mostly stagnant year-over-year on the other days of Cyber Week.
Black Friday & Cyber Monday Success Varies by Industry
Computers and appliances were the most heavily discounted items during Cyber Monday, discounted at an average 14.5%. Electronics prices overall were significantly discounted, with an average 23.9% lower price compared to October 1st.
Inflation has significantly impacted the technology category, however, with consumers spending an average 43% more per electronics item compared to last year. Electronics are by far the industry feeling the strain of inflation the most.
Toys were also heavily discounted on Black Friday, with an average 31.8% lower price compared to October 1st. Toys are also not feeling the woes of inflation as much as other categories, and in fact have an average 12% lower cost compared to last year.
Discounts on furniture were less exciting. On Black Friday, furniture prices were just 4.6% lower compared to October 1st. Home and furniture prices are 9% higher right now due to inflation on top of a 16% increase last year.
Consumer Buying Trends During Cyber Week 2022
BOPIS was an extremely appealing option for consumers this year. In the weeks leading up to the Cyber 5, many consumers were taking advantage of expedited shipping options in order to avoid those dreaded supply chain delays. But on Black Friday and Cyber Monday, standard shipping was the top option that consumers chose, with buy online, pick up in-store (BOPIS) coming in at a close second.
Around one in every five Cyber Week purchases were fulfilled via BOPIS.
As per usual when it comes to online shopping, conversion rates throughout Cyber Week 2022 were higher on desktop than on mobile. Desktop conversion rates came in at 5.6% compared to mobile at 3.3%. On Cyber Monday, desktop had a 6.9% conversion rate compared to mobile at 3.6%.
Consumers tend to buy more items per order on desktop than on mobile. During the Cyber 5, the average desktop order contained 3.5 items compared to mobile at 2.9 items.
Mobile traffic was up every day of Cyber Week, but desktop traffic was completely stagnant on Black Friday and declined 1% on the Saturday after Black Friday. That Sunday made up for the desktop declines, with computer traffic increasing 9%! On Cyber Monday, desktop traffic was up 3%.
Overall, US desktop traffic was up 4.3% and mobile traffic was up 5.8% during this year’s Cyber 5.
While Cyber Monday shoppers still definitely favored mobile, it was a heavier desktop day compared to the other days of Cyber 5. In fact, 70% of Cyber Monday shoppers visited websites via desktop. On the other days of Cyber 5, 77.5% of shoppers shopped via desktop on average.
Where was that traffic coming from? The majority of Cyber 5 online shopping traffic came directly to a brand’s website, with 40% of shoppers accessing websites this way. 25% came from organic search and 10% came from social. There wasn’t much variation on this throughout the different days of Cyber Week.
Tying It All Together: Cyber Week 2022 Results
Despite higher costs, inflation woes, supply chain strain, and other concerns, consumers spent more during Cyber Week 2022 than any other Cyber Week. Ecommerce predictions have been hard to make since the onset of the pandemic in 2020, and this year’s holiday season is no exception.
The digital marketing experts at ROI Revolution are dedicated to making it easier for you to navigate today’s tumultuous ecommerce landscape. Send a message to our team today to explore opportunities for us to discover untapped growth for your brand.
Explore more of our 2022 holiday ecommerce resources below to give yourself a stronger understanding of what to expect this shopping season:
- 2022 Holiday Ecommerce Stats, Trends, & Predictions (Updated frequently)
- Should You Run A/B Tests During the Holiday Season?
- Video: Q4 2022 Holiday Trends (Google Think Retail Event Recap)
- 8 Holiday A/B Tests to Boost Your Ecommerce Growth This Holiday Shopping Season
- 7 Ecommerce Strategies to Prepare for the 2022 Holiday Shopping Season
- 6 Holiday Ecommerce Strategies for 2022 That Your Brand Can’t Afford to Ignore
- 5 Actionable Tips to Create a Profitable 2022 Holiday Ecommerce Strategy
- Is Your 2022 Amazon Holiday Strategy Primed for the Prime Fall Deal Event?
- 5 Signs You Could Benefit From Ecommerce Fraud Prevention This Holiday Season
- Adobe Analytics, 2022 Holiday Shopping Trends & Insights Report.
- Salesforce, Retail Holiday Insights Research Report.