The results are in for the year’s largest online shopping holidays. Amazon.com Inc.’s third annual Prime Day gained ground on major U.S. e-commerce shopping holidays Cyber Monday and Black Friday, but all three U.S. days have some major catching up to do with Chinese online marketplace giant Alibaba Group Holding Ltd. Its annual Singles’ Day shopping event, a one-day sale held annually on Nov. 11, generated more than $25 billion in sales this year, outpacing Cyber Monday nearly fourfold.
But data suggests a trend of retailers promoting what they call Black Friday sales early in November and extending them through the weekend after Thanksgiving. Therefore, comparing Black Friday and Cyber Monday to Singles’ Day may not be an apples-to-apples comparison if consumer spending was more spread out during the Cyber 5 (the five-day period from Thanksgiving through Cyber Monday).
For instance, consumers spent an average of $2.6 billion on each of the following days: Thanksgiving Day (Nov. 23), Saturday (Nov. 25) and Sunday (Nov. 26), according to Adobe Digital Insights data. Here’s how total e-commerce spending of $19.6 billion during the Cyber 5 compares with other major online shopping events: