1010data released its 2020 holiday report, A Holiday Season Like No Other, which lays out in macro terms as well as by category the degree of difference this season shows from previous years. Projecting a 50% year-over-year increase in online sales through the end of 2020, the report focuses on the expansion of Cyber Monday to Cyber Month this year, and the ongoing impact prevailing trends will have on total retail sales this year.
Notes 1010data CEO, Inna Kuznetsova: “This year’s holiday data shows major shifts in consumer behavior - amounts, channels and categories. Due to supply chain constraints resulting from these shifts, some categories saw growth over tenfold, while others lost luster. To paraphrase the song, ‘All I Want For Christmas Is Data.’ Retailers and CPG companies need a granular view of sales and category trends to stay relevant and to keep supply chains and marketing strategies performing in the new environment.”
The report quantifies early holiday spend and addresses other shifts, including:
· The Covid-driven impact of BOPIS, or Buy Online Pick Up In Store, and whether this offering has significantly shifted demand away from key player Amazon
· How online holiday shopping in 2020 compared to 2019 in total YoY sales
· How specific consumer categories are faring alongside their own past performances
· The top purchased items during 2020 holidays
· How online sales fit into the bigger picture of total sales this year
1010data SVP of Market Intelligence, Andy Mantis, commented on the shifting importance of Black Friday and Cyber Monday: "Our data points to the phenomenon of Cyber Month, which kicked off with Amazon Prime Day in mid-October. The deals are being spaced out and the move to online is clear, with ecommerce growth up 50 percent year over year. And while share of online spend at the height of lockdown was about 48 percent online, it’s still holding at 45 percent. Consumers have spoken through their keyboard.”
