Typically, conversion rates for online retailers during the holiday season follow a similar pattern: Increase once the calendar flips to Nov. 1, spike during the five-day Thanksgiving weekend known as the Cyber 5, gradually decline but remain elevated until tapering off as the New Year approaches.

The holiday season conversion rates for Macys.com, according to marketing analytics firm Jumpshot, is a good example of that pattern:

But a few of the nine online retailers and marketplaces analyzed by Internet Retailer and Jumpshot buck this trend in 2018.

Notably, marketplaces Amazon.com and eBay.com both had higher conversion rates on average Nov. 27-Dec. 21 compared with their Cyber 5 average. For most retailers, this would be especially remarkable because most merchants count on Black Friday and Cyber Monday for heavy sales volume and have their highest conversion rates of the season during these five days.

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