In two separate reports by data firms, analysts have found that in the post-Thanksgiving holiday weekend period (to include Cyber Monday) the promotional cadence tempered, especially at Amazon Inc., which also took the lion’s share of online sales.
The data echoes the findings from other analysts.
In an analysis of online retailer pricing behavior on 23,000 electronics products from 360pi, which specializes in product and pricing intelligence, Amazon, Wal-Mart Stores Inc. and Target Corp. “all became progressively less price dynamic over the course of Thanksgiving weekend.”
The firm also said Amazon was less promotional year over year with its spotlight on best-selling home goods products for Black Friday. “In a sample of over 400 small appliances, Bed Bath & Beyond narrowed their pricing gap with Amazon from 43 percent on November 22 to 21 percent on November 28 (Cyber Monday),” the analysts at 360pi noted.
In the same sample of small appliances, the analysts said Macy’s and Bed Bath & Beyond “were lockstep in their price changes from November 20 to November 28 (Cyber Monday).”
In a separate report from Slice Intelligence, the data firm said 38 percent of online holiday spending occurred on Amazon in the week following Cyber Weekend.
“Other merchants like BestBuy and Target have seen their share of the market decline slightly as spending tailed off after Cyber Monday,” the firm said.
The analysts at Slice Intelligence said that electronics were the top selling online category, and will lead the holiday season. “Shares of the electronics category peaked Thanksgiving Day when 40 percent of all the dollars spent were on the products,” the firm noted.
However, other categories are catching up. “Appliance sales are the fastest growing category this holiday season, with sales up 56 percent compared to 2015,” the reported stated. “Similarly, pet supply purchases are over 50 percent larger this holiday season.”
Other categories showing significant year-over-year online sales growth include grocery and gourmet food, sports and outdoor gear, home goods and health and beauty.