Byrna Sets New One-Day Record on Cyber Monday Generating $1.4 Million in Product Sales; Total Revenue of $2.4 Million for Black Friday and Cyber Monday is More Than Double Last Year’s Record

Rhea-AI Summary

Byrna Technologies reported record-breaking sales during Black Friday and Cyber Monday 2024, totaling $2.4 million in combined revenue across Byrna.com and Amazon.com. Black Friday sales reached $1,025,000 (up 91% YoY), with Byrna.com contributing $710,000 (up 70%) and Amazon.com $315,000 (up 162%). Cyber Monday sales hit $1,381,000 (up 188% YoY), with Byrna.com generating $1,088,000 (up 189%) and Amazon.com $293,000 (up 183%).

The company's email marketing showed significant growth, with its subscriber list expanding by over 200% YoY. Their Black Friday promotion email reached 595,000 recipients with a 57% open rate.

Positive

• Record-breaking Cyber Monday sales of $1.4M, highest single-day revenue
• Combined Black Friday and Cyber Monday sales up 100%+ YoY to $2.4M
• Strong growth across both platforms: Byrna.com (70-189% YoY) and Amazon (162-183% YoY)
• Email marketing list grew 200% YoY with 57% open rate

Negative

• None.

Insights

Financial Analyst

The record-breaking $2.4 million in Black Friday and Cyber Monday sales represents a significant achievement for Byrna Technologies. The 188% year-over-year growth on Cyber Monday and 91% growth on Black Friday demonstrate exceptional momentum in consumer adoption. Most notably, the company's ability to generate over $1 million in sales on two separate days marks a important milestone, especially considering their entire 2019 revenue was just $924,000.

The diversified sales channels between Byrna.com and Amazon show healthy distribution strategy, with direct website sales growing 189% to $1.088 million on Cyber Monday. The 200% growth in email marketing list, coupled with an impressive 57% open rate, indicates strong brand engagement and efficient customer acquisition. This robust holiday performance suggests potential for strong Q4 results and positions the company well for continued growth in 2025.

Market Research Analyst

The remarkable sales growth indicates increasing mainstream acceptance of less-lethal personal security solutions. The strong performance across both direct-to-consumer (Byrna.com) and marketplace (Amazon) channels suggests broad market penetration and growing brand recognition. The 162% year-over-year growth on Amazon during Black Friday particularly highlights successful marketplace strategy and expanding consumer reach.

The exceptional email marketing metrics, with nearly 600,000 subscribers and high engagement rates, demonstrate effective digital marketing execution and strong consumer interest. This growing customer base provides a valuable foundation for future marketing initiatives and recurring sales. The shift from niche security product to mainstream consumer consideration represents a significant market opportunity and validates Byrna's market positioning strategy.

Sales on Both Black Friday and Cyber Monday Surpass $1 Million Across Byrna.com and Amazon.com

ANDOVER, Mass., Dec. 04, 2024 (GLOBE NEWSWIRE) -- Byrna Technologies Inc. (“Byrna” or the “Company”) (Nasdaq: BYRN), a technology company specializing in the development, manufacture, and sale of innovative less-lethal personal security solutions, today announced record-breaking sales from Black Friday and Cyber Monday, exceeding $2.4 million in combined revenue across Byrna.com and Amazon.com.

Black Friday Highlights (Byrna.com and Amazon.com):

• Total order value of approximately $1,025,000, up 91% from approximately $537,000 in 2023.
  
• Byrna.com order value increased 70% year-over-year to $710,000, while Amazon.com order value grew 162% to approximately $315,000.
  

Cyber Monday Highlights (Byrna.com and Amazon.com):

• Total order value of approximately $1,381,000, a 188% increase from approximately $480,000 in 2023.
  
• Byrna.com order value rose 189% to approximately $1,088,000, and Amazon order value jumped 183% to approximately $293,000.
  

The Company also highlighted the substantial growth of its email marketing capabilities. Byrna’s email list has grown by more than 200% year-over-year, reflecting the effectiveness of its digital marketing strategy. For the kick off to Black Friday promotion email alone, the Company sent over 595,000 emails, achieving a 57% open rate and substantial click-through engagement.

“This holiday shopping weekend demonstrates the significant momentum behind Byrna and the growing normalization of less-lethal personal security solutions,” said CEO Bryan Ganz. “Generating more than $1 million in orders on two separate days reflects the continued effectiveness of our marketing strategy and also the increasing resonance of our products with mainstream consumers.

“Just five years ago, Byrna’s total revenue for all of 2019 was $924,000, and now we’re achieving more than that in a single day. These results show how far we’ve come in building the less-lethal category and expanding our reach. We’re looking forward to building on this success throughout the holiday season and into 2025.”

About Byrna Technologies Inc.
Byrna is a technology company specializing in the development, manufacture, and sale of innovative less-lethal personal security solutions. For more information on the Company, please visit the corporate website here or the Company's investor relations site here. The Company is the manufacturer of the Byrna® SD personal security device, a state-of-the-art handheld CO2 powered launcher designed to provide a less-lethal alternative to a firearm for the consumer, private security, and law enforcement markets. To purchase Byrna products, visit the Company's e-commerce store.

Forward-Looking Statements

This news release contains "forward-looking statements" within the meaning of the securities laws. All statements contained in this news release, other than statements of current and historical fact, are forward-looking. Often, but not always, forward-looking statements can be identified by the use of words such as "plans," "expects," "intends," "anticipates," and "believes" and statements that certain actions, events or results "may," "could," "would," "should," "might," "occur," or "be achieved," or "will be taken." Forward-looking statements include descriptions of currently occurring matters which may continue in the future. Forward-looking statements in this news release include but are not limited to our statements related to Byrna’s future production plans for Byrna LATAM, plans to establish an ammunition factory in Córdoba Province, the ability of Byrna’s solutions to transform public safety strategies, Byrna’s current pipeline and growth potential, the potential for further expansion and scaling in South America, expected launcher production rates for 2025, expected future revenue amounts to be received from Byrna LATAM from existing orders and future orders. Forward-looking statements are not, and cannot be, a guarantee of future results or events. Forward-looking statements are based on, among other things, opinions, assumptions, estimates, and analyses that, while considered reasonable by the Company at the date the forward-looking information is provided, inherently are subject to significant risks, uncertainties, contingencies, and other factors that may cause actual results and events to be materially different from those expressed or implied.

Any number of risk factors could affect our actual results and cause them to differ materially from those expressed or implied by the forward-looking statements in this news release, including, but not limited to, disappointing market responses to current or future products or services; prolonged, new, or exacerbated disruption of our supply chain; the further or prolonged disruption of new product development; production or distribution disruption or delays in entry or penetration of sales channels due to inventory constraints, competitive factors, increased transportation costs or interruptions, including due to weather, flooding or fires; prototype, parts and material shortages, particularly of parts sourced from limited or sole source providers; determinations by third party controlled distribution channels, including Amazon, not to carry or reduce inventory of the Company’s products; determinations by advertisers or social media platforms, or legislation that prevents or limits marketing of some or all Byrna products; the loss of marketing partners; increases in marketing expenditure may not yield expected revenue increases; potential cancellations of existing or future orders including as a result of any fulfillment delays, introduction of competing products, negative publicity, or other factors; product design or manufacturing defects or recalls; litigation, enforcement proceedings or other regulatory or legal developments; changes in consumer or political sentiment affecting product demand; regulatory factors including the impact of commerce and trade laws and regulations; and future restrictions on the Company’s cash resources, increased costs and other events that could potentially reduce demand for the Company’s products or result in order cancellations. The order in which these factors appear should not be construed to indicate their relative importance or priority. We caution that these factors may not be exhaustive; accordingly, any forward-looking statements contained herein should not be relied upon as a prediction of actual results. Investors should carefully consider these and other relevant factors, including those risk factors in Part I, Item 1A, ("Risk Factors") in the Company’s most recent Form 10-K and Part II, Item 1A (“Risk Factors”) in the Company’s most recent Form 10-Q, should understand it is impossible to predict or identify all such factors or risks, should not consider the foregoing list, or the risks identified in the Company’s SEC filings, to be a complete discussion of all potential risks or uncertainties, and should not place undue reliance on forward-looking information. The Company assumes no obligation to update or revise any forward-looking information, except as required by applicable law.

Investor Contact:
Tom Colton and Alec Wilson
Gateway Group, Inc.
949-574-3860
BYRN@gateway-grp.com

FAQ

What was Byrna's (BYRN) Cyber Monday 2024 sales revenue?

Byrna (BYRN) achieved $1.381 million in total sales on Cyber Monday 2024, with $1.088 million from Byrna.com and $293,000 from Amazon.com.

How much did Byrna (BYRN) make during Black Friday 2024?

Byrna (BYRN) generated $1.025 million in total sales on Black Friday 2024, with $710,000 from Byrna.com and $315,000 from Amazon.com.

What was Byrna's (BYRN) year-over-year growth for Black Friday and Cyber Monday 2024?

Byrna's Black Friday sales grew 91% YoY, while Cyber Monday sales increased 188% YoY, resulting in combined sales of $2.4 million, more than double the previous year.