Abstract collection of analytics imagery.

Amazon Turkey 5/Cyber Week Recap: Revenue, Trends, & Client Data

Ryan Faist

Ryan Faist, Channel Key

December 5, 2022

The results are in for Turkey 5 (also known as Cyber Week). U.S. shoppers spent an estimated $35.27 billion online overall during the five days from Thanksgiving through Cyber Monday. This is a 4% increase from 2021. While many analysts describe this performance as underwhelming, it is important to keep in mind that expectations were even lower. Adobe’s initial 2022 Holiday Shopping Forecast estimated total sales would grow by only 2.5%. Below is a breakdown of how Thanksgiving, Black Friday, and Cyber Monday compared with the previous two years.

 

Adobe Cyber Week data from 2020 - 2022.

Top Turkey 5/Cyber Week Callouts

Amazon announced that customers purchased a record number of products during this year’s Turkey 5. While the company doesn’t release sales figures, it stated that small businesses generated over $1 billion in sales over the five-day stretch. The best-selling categories were Home, Fashion, Toys, Beauty, and Amazon Devices.

“This was a record-breaking holiday shopping weekend for Amazon,” said Doug Herrington, CEO, WW Amazon Stores. “Customers shopped millions of deals this weekend and we have many more amazing deals to come. Thank you to our customers for choosing to shop on Amazon, and to our employees and selling partners around the world who are delivering for customers every day.”

According to the National Retail Federation, 196.7 million people shopped in stores and online during Turkey 5, up 17 million from 2021. As expected, Cyber Monday was the best-performing day of the holiday season so far. Customers spent $11.3 billion online this year, compared to $10.8 billion during Cyber Monday 2021. The Adobe chart below shows the daily spend for the holiday season since the beginning of October.

amazon-turkey-5-adobe-chart-showing-daily-spend-holiday-season

Channel Key Client Performance During Turkey 5

Overall, Channel Key clients enjoyed strong results compared to the national average, with many exceeding their projections. Below is a sample of how clients in four different categories performed during this year’s Turkey 5:

  • Electronics Client: 138% YoY Increase
  • Books Client: 138% YoY Increase
  • Home & Kitchen Client: 44% YoY Increase
  • Pet Supplies Client: 40% YoY Increase

As predicted, Prime Exclusive Discounts generated the best results, accounting for up to 20% of total sales for some clients during Turkey 5.  The success of Prime Exclusive Discounts is likely due to two reasons: 1) holiday shoppers are searching for the best deals they can find, and 2) Amazon highlights these promotions by showing a discounted price with the regular price crossed out. Buyers also see a savings summary in search results and on product detail pages. Prices adjusted for discounts are displayed on the Featured Offer detail page for Prime members. Since Turkey 5 is Amazon’s busiest shopping week of the year, Prime Exclusive Discounts have proven to be a cost-effective way to promote products to shoppers who are ready to spend.

Channel Key Takeaway

Inflation is the biggest factor this holiday season. As prices of everyday goods continue to rise, customers simply have less money to spend. Brands should consider the 4% growth in spending during Turkey 5 as good news – especially when considering sales dropped last year (for the first time in history). With several weeks left in the season, there is still time for brands to harness the holiday spending momentum. Channel Key recommends continuing to run the promotions and marketing levers that worked best for you during Turkey 5. Traffic to Amazon will certainly decline over the next couple of weeks, but last-minute holiday shopping will still provide an opportunity for brands to generate meaningful sales before the new year.

Mastering Amazon Ads 2024 Ebook

Let us send you our free ebook

Mastering Amazon Ads: How to Unlock Explosive Sales Growth

Recent Posts

Illustration of Amazon's new Coupons dashboard.

Account Management

Amazon Rolls Out New Coupons Dashboard with Better Targeting Capabilities

Read More
Collage of Prime Video original shows and movies.

Account Management

How to Set Up Amazon Prime Video Ads and Reach Millions of Viewers with Shoppable TV

Read More

Channel Key News

Channel Key Acquires True Hero

Read More
Small shopping cart on top of a laptop keyboard.

Account Management

The 2023 Holiday Shopping Season Recap: Top Takeaways for Ecommerce Brands

Read More
Flatscreen television on a desk with a blue background.

Amazon Advertising

Amazon’s New Sponsored TV Helps Brands Reach Upper Funnel Audiences

Read More
Abstract logistics matrix with arrows and dots.

Account Management

Amazon’s 2024 FBA Fee Changes Provide Incentives for Brands

Read More
Seller Central screenshot showing Lightning Deal results.

Account Management

Cyber Week 2023 Recap: Revenue, Trends, & Client Data

Read More
A person online shopping for holiday gifts.

Account Management

Adobe’s Top 5 Consumer Shopping Predictions for the 2023 Holiday Season

Read More
Neon letters glowing on a brick background.

Account Management

The 2023 Amazon Cyber Week Checklist for Brands

Read More

Copyright 2023 Channel Key, LLC. All Rights Reserved

../../utils/getArticleContentForSeo.js