Now the dust has settled after Cyber 5, we pinpoint the period’s biggest winners and losers by industry.
With Cyber 5 coming to a close, PriceSpider’s database of shoppable media campaigns provides a unique view into consumer behavior during this critical holiday shopping period. From rising impressions to shifting purchase intent across numerous categories, this year’s trends reveal valuable insights for brands planning future tentpole events. Here’s a quick breakdown of Cyber 5 2024’s top trends.
General trends
- Impressions increased 5.5% year-over-year (y-o-y), with Thanksgiving (+15.8%) and Black Friday (+10.8%) being the key growth drivers.
- Cyber Monday, while slower in impressions (+4.9%), saw the highest Purchase Intent growth (+0.39%).
- Walmart and Amazon led the charge in driving purchase-intent shoppers, but Walmart beat Amazon in y-o-y Purchase Intent growth (+0.4% vs. Amazon’s -0.3%) and impressions (+10.0% vs. +8.9%). Target, however, faced declines across both metrics.
Insights by industry
Consumer Electronics
- Impressions are booming and are up 17.1% y-o-y, with Black Friday seeing a remarkable 38% growth.
- Despite the interest, Purchase Intent fell 0.6% as shoppers remained price-conscious.
Household Goods & Grocery
- Impressions rose 7.3% y-o-y, with a strong performance over the weekend (+15.2%). That said, the days between Black Friday and Cyber Monday are when shoppers tend to think of food, having been more focused on Consumer Electronics and Pets earlier in Cyber 5.
- Purchase intent gained 0.7% y-o-y, particularly on Black Friday (+1.1%).
Pet Supplies
- Impressions climbed 8.4%, largely driven by Thanksgiving and Black Friday.
- Purchase Intent dipped by 0.2%, though it rebounded during the weekend to +1.1%.
Health & Beauty
- Impressions dipped 2.6%, reflecting waning demand for small luxuries. Sales soared at the start of the year, but manufacturers have since warned that the ‘Lipstick Effect,’ when shoppers treat themselves to small luxuries during an economic downturn, may be coming to an end. This data adds credence to that theory.
- Purchase Intent saw a slight drop (-0.1%), despite a Thanksgiving surge of +4.5%.
Retailer-Specific Performance
- Walmart saw a significant boost in impressions (+16.7%) and Purchase Intent (+3.3%), narrowing the gap with Amazon in the Household Goods & Grocery category.
- Amazon (+16%) and Walmart (+14%) led the way in Consumer Electronics impressions, though Purchase Intent faltered across the board.
- In Pet Supplies, retailers like Petco (+18.7% impressions) outshined Walmart in driving interest but struggled to convert this interest into purchases.
- Home Depot and Lowe’s also recorded small increases in impressions over Cyber 5, with both recording large drops on Cyber Monday following growth on Black Friday.
Moving into 2025
How did your brand fare, and what can you do differently next year to deliver more value?
With more and more shopping behavior occurring on social and other off-site channels during tentpole events, brands need a shoppable media strategy that allows them to reach their customers and glean learnings from their engagement data.
