In the United States, e-commerce sales during Cyber Weekend saw a notable increase of 9% this year, a rise from the 6% growth observed in 2023, Bloomberg said citing Salesforce (NYSE:CRM).
The data highlights the continued expansion of online shopping during one of the busiest retail periods of the year.
Despite the growth in sales, the average discount offered by retailers dropped slightly to 28%, which is a 2% decrease from the previous year.
The reduction in discounts suggests a shift in the promotional strategies of US retailers during a period that is critical for their revenue. The holiday season, which includes Cyber Weekend, contributes approximately 20% of annual sales for US retailers.
The significance of Cyber Weekend is underscored by the two major shopping days it encompasses—Saturday and Sunday—which follow Black Friday and lead up to Cyber Monday. These days are particularly important for online retailers looking to maximize their sales.
Caila Schwartz, Director of Consumer Insights at Salesforce, commented on the shopping behavior observed during this period. Schwartz noted that despite high expectations and careful planning by consumers for Cyber Week, the discounts offered did not entirely meet those expectations.
However, Schwartz also pointed out that shoppers remained active and willing to make purchases, stating, "Nevertheless, shoppers still made a significant number of purchases thus far, demonstrating their resilience and eagerness to capitalize on the season’s deals."
The data from Salesforce and Schwartz's statement underscore the complex dynamics of consumer behavior and retail strategy during one of the most important sales periods in the US. The increase in e-commerce sales indicates a robust participation by consumers, even with the slight downturn in discounting.
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