Spreetail, the leading ecommerce marketplace accelerator for brands and manufacturers of oversized products, marked the biggest Black Friday and Cyber Monday in company history, and saw 40% growth over “Turkey 12” (T12) compared to 2023.
Consumers spent a record $10.8 billion online during Black Friday in 2024, up 10.2% year-over-year, according to Adobe Analytics. This trend continued throughout the weekend and into Cyber Monday where consumers spent a total of $13.3 billion, up 7.3% from the year prior.
“Amazon’s extended Turkey 12 season was a game-changer, pulling sales forward from Cyber 5. Whether this reflects a pull-forward effect or a true seasonal lift remains to be seen, but they’ve undeniably reshaped how consumers shop,” said Joshua Ketter, CEO of Spreetail. “By offering deeper discounts and an aggressive promotional strategy compared to previous years, Amazon successfully prioritized value and incentivized shoppers.”
Key findings include:
- Amazon was the clear winner of this holiday shopping window. Amazon’s growth outpaced other channels by ~10% over the 12 day shopping period for Spreetail.
- Consumer interest shifting. Leading into the holiday, searches for Apple’s AirPods and Watches were down 40%, while Beats headphones were up over 100% compared to last year. Additionally, Awala water bottles were a huge hit, growing ~300%.
- Cyber Monday’s last call resulted in larger purchases. Shoppers went big on Cyber Monday with items greater than $500 seeing the greatest conversion lift (44%) over the holiday shopping period.
- Prices were only slightly lower. While there were more promotions than ever before, when comparing ‘same items’ vs. their prices in 2023, the average deal price was only 1.5% lower. However, in key Spreetail categories including Durable Goods, Home and Heavy/Bulky categories, prices were down by as much as 10% compared to last year with some of the most competitive pricing actions in recent years.
- Shoppers got a head start. Spreetail saw a 110% traffic increase from the Wednesday night prior to Thanksgiving through Black Friday, equating to 2.5 million additional visitors who were snapping up holiday deals.
“The results we’ve seen from Black Friday and Cyber Monday and the incredible response from shoppers is a testament to our commitment to delivering exceptional value. We’re excited to carry this momentum into the rest of the holiday season,” added Ketter.
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