The mini shopping season known as Cyber 5, starting on Thanksgiving and ending on Cyber Monday, is the annual pinnacle for many retailers. Consumers have become conditioned to expect the best deals during this time. Due to the pandemic and all the precipitating events in 2020, ecommerce has grown a stunning 32% year over year, a much higher growth rate than the typical 14% we’ve seen in previous years.
Many of our retail clients at Adlucent started promotions earlier this year than ever before. They went into the shopping season cautiously optimistic, increasing Cyber 5 spend by only an average of 6.46% year over year. We’ve summarized a year over year (YoY) comparison of performance data for this year’s key dates below, including a retail category breakdown. We have also included key takeaways sourced from our retail and ecommerce performance marketing clients across paid search, paid social, and Amazon advertising:
Our Cyber 5 Key Takeaways
At a high level, we still saw substantial YoY increases across our client set. Consumer trends were different than we thought they might be, and, in a few categories, Cyber Monday didn’t have the same YoY bump that Black Friday generated. This change could be attributed to a surge in online shopping on Black Friday as compared to past years.
Overall, all categories, PPC/PLA, saw a stronger Black Friday and a softer Cyber Monday with all increasing in revenue YoY.
Impression volume was up 18% YoY, with especially large (25%+) surges on Friday and Saturday and smaller (+10-12%) increases on other days.
Click Volume was up 30% YoY. It also had the largest peaks on Friday and Saturday but saw strong YoY growth in the +30% range on Sunday and Monday.
Orders were up 24% YoY, and revenue was up 29%. Growth was seen on every day of the Cyber 5, but once again strongly peaked on Friday-Saturday. Notably, Cyber Monday and Thanksgiving saw growth more in the +10% range.
Average Order Value was up 4% YoY, growing but relatively stable compared to other metrics.
Similarly, the Click Conversion rate declined by 4.7% YoY.
Adlucent saw a 21%+ overall improvement in ROAS YoY, while revenue grew 29%. These dual wins in both volume and efficiency were the result of capturing increased consumer demand while also improving our CPCs: -18% YoY.
Cyber 5 Performance By Category
Black Friday: a 44% increase in spend, a 253% increase in revenue, and a 146% increase in ROAS YoY
Cyber Monday: a 20% increase in spend, a 147% increase in revenue, and a 106% increase in ROAS YoY
Retail – Clothing and Jewelry
Black Friday: a 16% increase in spend, a 21% increase in revenue, and a 4% increase in ROAS YoY
Cyber Monday: a 5% increase in spend, a 12% increase in revenue, and a 6% increase in ROAS YoY
Retail – Animal-Related
Black Friday: a 19% increase in spend, a 7% increase in revenue, and a 10% decrease in ROAS YoY
Cyber Monday: a 31% decrease in spend, a 12% decrease in revenue, and a 28% increase in ROAS YoY
Retail – Gifts
Black Friday: a105% increase in spend, a 201% increase in revenue, and a 47% increase in ROAS YoY
Cyber Monday: an 80% increase in spend, an 87% increase in revenue, and a 4% increase in ROAS YoY
Retail – Hobby
Black Friday: a 29% increase in spend, a 72% increase in revenue, and a 33% increase in ROAS YoY
Cyber Monday: a 35% increase in spend, a 39% increase in revenue, and a 3% increase in ROAS YoY
Retail – Home Living
Black Friday: a 16% decrease in spend, an 18% increase in revenue, and a 41% increase in ROAS YoY
Cyber Monday: a 4% increase in spend, a 4% increase in revenue, and a consistent ROAS YoY
Retail – Medical
Black Friday: a 68% increase in spend, a 147% increase in revenue, and a 48% increase in ROAS YoY
Cyber Monday: a 26% increase in spend, an 83% increase in revenue, and a 45% increase in ROAS YoY
Adlucent is the performance marketing agency that proves outperformance has no limit. Powered by our purpose-built platform, Deep Search™, Adlucent unifies the best of human and machine for a scientific approach to marketing. We work transparently in partnership with B2C and B2B retailers and brands to create custom, predictive programs that drive ever-better outcomes. Our services include paid search, shopping, social, retail media networks, display media, video, performance creative, consulting, and measurement. Headquartered in Austin, Texas, Adlucent is part of Advantage Solutions and ranked one of the top marketing companies in the U.S. by AdAge.
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