Independent Retail Holiday Shopping Trends [Infographic]

Written by Danielle Ricketts on 03 December 2015

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While the mainstream retail giants saw surges in online shopping with smaller orders over the cyber weekend, SMB retailers experienced impressive increases in 2015.

We analyzed the performance of 1,200 Brightpearl customers across multiple industries during and throughout the critical shopping week including Thanksgiving, Black Friday, Small Business Saturday (US) and Cyber Monday. The results are in... and they’re very interesting!

Independent retailers saw a 21% increase in gross merchandise value (GMV) growth rate between 2014 and 2015. Broken down by the key shopping days, we saw a 27% rise on Thanksgiving, a mere 2% increase on Black Friday and a decrease of 5% on Cyber Monday.

Although, Cyber Monday 2015 was quieter in comparison to last year, it still came out on top for being the busiest shopping day in the Black Friday vs Cyber Monday battle.

In between the chaos of Black Friday and Cyber Monday, Small Business Saturday (US) took place and saw a whopping 55% increase in gross merchandise value. Forbes also reported great news for independent retailers with a 14% increase as Small Business Saturday spending topped $16.2 billion.

Interestingly, average order value decreased from $178 in 2014 to $155 this year. Average order value continues to decrease, suggesting retailers are discounting more and more each year.

In the battle of the marketplaces, Amazon dominated the shopping weekend with 36% of all online sales on Cyber Monday, according to Fortune. Our data showed us Amazon was once again more popular than eBay for the third year running.

We’ve produced this infographic to show all of the key shopping trends we discovered from Black Friday, Small Business Saturday (US) and Cyber Monday. How did your crazy cyber weekend go? Let us know in a comment below!

 

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Danielle Ricketts
About the author
Danielle Ricketts

Danielle Ricketts is the Copywriter and Social Media Executive at Brightpearl where she spends her time following her passions of writing, retail and social media. She can be found writing away about all things retail or engaging with followers online.