Rakuten Advertising Reveals 2024 Cyber 5 Shopping Trends
Rakuten Advertising has released its 2024 Cyber 5 shopping analysis, showing consumers bought more items while spending less during Black Friday weekend. Shoppers spent 5% less per purchase but increased cart sizes by 5%, focusing on early deals and savings across apparel, footwear, and toys categories.
Shopping patterns evolved throughout the weekend, with luxury purchases surging 66% on Cyber Monday compared to Black Friday, while apparel orders dropped 20%. On Thanksgiving Day, consumer electronics saw double the items per order compared to the previous week, despite a 9% year-over-year decrease in spending per order. Beauty brands experienced a 10% increase in cart size but an 8% decrease in per-purchase spending.
The data suggests a clear segmentation of the Cyber 5 weekend, with consumer electronics and beauty dominating Thanksgiving Day, traditional gift categories leading Black Friday, and luxury items trending up on Cyber Monday.
Rakuten Advertising ha pubblicato la sua analisi sugli acquisti per il Cyber 5 del 2024, mostrando che i consumatori hanno acquistato più articoli spendendo meno durante il fine settimana del Black Friday. I clienti hanno speso il 5% in meno per acquisto, ma hanno aumentato le dimensioni del carrello del 5%, concentrandosi su offerte anticipate e risparmi nelle categorie di abbigliamento, calzature e giocattoli.
I modelli di acquisto sono evoluti durante il fine settimana, con un aumento del 66% degli acquisti di lusso durante il Cyber Monday rispetto al Black Friday, mentre gli ordini di abbigliamento sono diminuiti del 20%. Nel giorno del Ringraziamento, l'elettronica di consumo ha visto il doppio degli articoli per ordine rispetto alla settimana precedente, nonostante un calo del 9% della spesa per ordine rispetto all'anno scorso. I marchi di bellezza hanno sperimentato un aumento del 10% nella dimensione del carrello, ma un calo dell'8% nella spesa per acquisto.
I dati suggeriscono una chiara segmentazione del fine settimana del Cyber 5, con l'elettronica di consumo e la bellezza che dominano il giorno del Ringraziamento, le categorie regalo tradizionali che guidano il Black Friday e gli articoli di lusso in aumento il Cyber Monday.
Rakuten Advertising ha publicado su análisis de compras del Cyber 5 de 2024, mostrando que los consumidores compraron más artículos mientras gastaron menos durante el fin de semana del Black Friday. Los compradores gastaron un 5% menos por compra, pero aumentaron el tamaño del carrito en un 5%, enfocándose en ofertas anticipadas y ahorros en las categorías de ropa, calzado y juguetes.
Los patrones de compra evolucionaron a lo largo del fin de semana, con un aumento del 66% en las compras de lujo el Cyber Monday en comparación con el Black Friday, mientras que los pedidos de ropa disminuyeron un 20%. En el día de Acción de Gracias, la electrónica de consumo vio el doble de artículos por pedido en comparación con la semana anterior, a pesar de una disminución del 9% interanual en el gasto por pedido. Las marcas de belleza experimentaron un aumento del 10% en el tamaño del carrito, pero una disminución del 8% en el gasto por compra.
Los datos sugieren una clara segmentación del fin de semana del Cyber 5, con la electrónica de consumo y la belleza dominando el día de Acción de Gracias, las categorías de regalos tradicionales liderando el Black Friday y los artículos de lujo en aumento el Cyber Monday.
라쿠텐 광고는 2024년 Cyber 5의 쇼핑 분석을 발표했으며, 소비자들이 블랙 프라이데이 주말 동안 더 많은 물품을 구매하면서 지출은 줄였다는 것을 보여주고 있습니다. 쇼핑객들은 구매당 5% 적게 지출했지만 장바구니 크기를 5% 증가시켰으며, 의류, 신발, 장난감 카테고리에서 조기 할인 및 절약에 집중했습니다.
쇼핑 패턴은 주말 내내 진화했으며, 사이버 먼데이에 사치품 구매가 66% 급증했습니다 블랙 프라이데이에 비해 의류 주문은 20% 감소했습니다. 추수감사절에는 소비자 전자제품의 주문당 물품 수가 전주 대비 두 배로 증가했지만, 주문당 지출은 지난해 대비 9% 감소했습니다. 뷰티 브랜드는 장바구니 크기가 10% 증가했지만 구매당 지출은 8% 감소했습니다.
데이터는 Cyber 5 주말의 명확한 세분화를 제안하며, 소비자 전자제품과 뷰티가 추수감사절을 지배하고, 전통적인 선물 카테고리가 블랙 프라이데이를 이끌며, 사치품이 사이버 먼데이에 상승세를 보이고 있음을 알 수 있습니다.
Rakuten Advertising a publié son analyse des achats pour le Cyber 5 de 2024, montrant que les consommateurs ont acheté plus d'articles tout en dépensant moins pendant le week-end du Black Friday. Les acheteurs ont dépensé 5% de moins par achat, mais ont augmenté la taille de leur panier de 5%, en se concentrant sur les offres anticipées et les économies dans les catégories prêt-à-porter, chaussures et jouets.
Les comportements d'achat ont évolué tout au long du week-end, avec une augmentation de 66% des achats de luxe le Cyber Monday par rapport au Black Friday, tandis que les commandes de vêtements ont chuté de 20%. Le jour de Thanksgiving, l'électronique grand public a enregistré le double d'articles par commande par rapport à la semaine précédente, malgré une diminution de 9% des dépenses par commande par rapport à l'année précédente. Les marques de beauté ont connu une augmentation de 10% de la taille du panier, mais une diminution de 8% des dépenses par achat.
Les données suggèrent une segmentation claire du week-end du Cyber 5, avec l'électronique grand public et la beauté dominants pendant le jour de Thanksgiving, les catégories de cadeau traditionnelles menant le Black Friday et les articles de luxe en hausse le Cyber Monday.
Rakuten Advertising hat seine Analyse zum Cyber 5-Shopping für 2024 veröffentlicht, aus der hervorgeht, dass die Verbraucher während des Black Friday-Wochenendes mehr Artikel kauften, während sie weniger ausgaben. Die Käufer gaben pro Kauf 5% weniger aus, erhöhten jedoch die Warenkorbgröße um 5% und konzentrierten sich auf frühe Angebote und Einsparungen in den Kategorien Bekleidung, Schuhe und Spielzeug.
Die Einkaufsgewohnheiten entwickelten sich im Laufe des Wochenendes, wobei der Kauf von Luxusartikeln am Cyber Monday um 66% anstieg im Vergleich zum Black Friday, während die Bekleidungsbestellungen um 20% zurückgingen. Am Erntedankfest sah die Verbraucherelektronik doppelt so viele Artikel pro Bestellung im Vergleich zur Vorwoche, obwohl die Ausgaben pro Bestellung im Jahresvergleich um 9% sanken. Schönheitspflegemarken verzeichneten einen Anstieg der Warenkorbgröße um 10%, jedoch einen Rückgang der Ausgaben pro Kauf um 8%.
Die Daten deuten auf eine klare Segmentierung des Cyber 5-Wochenendes hin, wobei die Verbraucherelektronik und die Schönheit am Erntedankfest dominieren, traditionelle Geschenkekategorien den Black Friday anführen und Luxusartikel am Cyber Monday im Trend liegen.
- Increased shopping cart sizes by 5% during Black Friday weekend
- Luxury purchases increased 66% on Cyber Monday compared to Black Friday
- Consumer electronics saw double items per order compared to previous week
- Beauty brands experienced 10% increase in cart size
- 5% decrease in per-purchase spending during Black Friday weekend
- 20% decrease in apparel orders after Black Friday weekend
- 9% year-over-year decline in consumer electronics spending per order
- 8% decrease in beauty category spending per purchase
Shoppers prioritized deals and discounts to pack their online shopping carts while spending less
During Black Friday weekend, shoppers prioritized early deals and savings, spending
"This year, shoppers prioritized price above all else," said Nick Stamos, CEO of Rakuten Advertising. "Our data revealed that shoppers did the bulk of their holiday purchasing early when better deals were available so they could make bigger ticket purchases come Cyber Monday. We saw them stocking up on affordable items at steep discounts before making larger purchase decisions on luxury brands."
Shopping trends shifted on Cyber Monday, with luxury purchases increasing by
Certain categories saw more success on Thanksgiving Day than during the marquee shopping events that followed. Consumer electronics saw nearly double the number of items per order than the week prior, while the amount of money spent per order declined
"Categories are starting to own certain portions of the 'Cyber 5' weekend by strategically investing their marketing dollars to provide discounts and incentives at specific days and times," Stamos continued. "We saw consumer electronics and beauty own Thanksgiving Day, traditional gift giving categories like apparel and toys dominate Black Friday, and luxury trend up on Cyber Monday. This trifurcation of Cyber 5 made the busy shopping season seem less competitive and crowded than previous years."
Click here for more holiday trends from Rakuten Advertising.
About Rakuten Advertising
Rakuten Advertising delivers performance-driven, brand-driven, and people-driven ad solutions that help the world's top brands connect with unique, highly engaged audiences – from first impression to final sale. Backed by industry-leading technology, global media properties, and the largest, high-quality partner network, Rakuten Advertising taps into data and experience to develop the strategies and ad experiences that will drive engagement, sales, loyalty, and beyond.
A leader in the industry since its beginnings, Rakuten Advertising is a division of Rakuten Group, Inc. (4755:
Contact:
Steven Shaw
steven.shaw@rakuten.com
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SOURCE Rakuten Advertising
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