Shopify has released Black Friday and Cyber Monday data drawn from its network of over 1m merchants From the start of Black Friday in New Zealand, through the end of Cyber Monday in California, they racked up more than $2.9bn (£2.2bn) in sales from 25.5m customers, with an average basket value of $83.05.
69 per cent of sales were on mobile, 31 per cent on desktop. The top product categories were Apparel & Accessories, followed by Health & Beauty and Home & Garden. New York was the top-selling city.
In the UK, the peak sales hour was from 9-10am on Black Friday, and the average basket value was £66.13. Shopify saw a 52 per cent growth in sales on its platform, and a 55 per cent growth in the number of shoppers.
In the US, the peak sales hour was from 11am – 12 noon ET on Black Friday, and the average basket value was $85.88. 17m customers bought from Shopify merchants, a 51 per cent increase on 2018. Sales from Shopify merchants were 48 per cent up on the same period in 2018.
A separate study from Bazaarvoice reveals how shoppers’ appetite for deals was sustained over the weekend between the two key discount days. Insights from the Bazaarvoice Network of over 6,200 brand and retailer websites found that sales over ‘Cyber Weekend’ were 26 per cent up on 2018, bigger than the increase seen on Black Friday or Cyber Monday.
Despite growing scepticism among many retailers over the period, Bazaarvoice found that 20 per cent more consumers bought goods on Black Friday and 18 per cent more on Cyber Monday, compared to last year. Mobile accounted for 47 per cent of the online transactions.