Amazon and Walmart, the two largest mass merchants in the Top 1000, won the most share of total 2022 Cyber 5 sales.

Mass merchant Inc. had the largest share of total (online and offline) sales during the Cyber 5 period this year, according to market research firm Numerator.

Web sales reached $35.27 billion in the Cyber 5, or the five-day period of Thanksgiving through Cyber Monday, according to Adobe Analytics. In that same time period, Amazon captured 17.7% of total sales, Numerator reported. That’s close to double its average 10.1% share in the latest 52 weeks ending Nov. 24, according to Numerator. Walmart Inc. was the only other mass merchant to exceed 4% of Cyber 5 sales, as it captured 14% of total Cyber 5 sales, according to Numerator data. Numerator declined to comment on why Amazon increased its share. 


This is more than three times Costco Wholesale Corp. (3.8%), the next-largest sales share among mass merchants, Numerator reported. The Kroger Co. (3.7% of sales) and Target Corp. (3.4%) ranked Nos. 4 and 5 in Cyber 5 sales share among mass merchants.


“Subsequent to quarter end, we did have our two biggest e-comm selling days in our company history, both on Black Friday and Cyber Monday,” Costco chief financial officer Richard Galanti said to investors in the retailer’s earnings call Dec. 8 for its fiscal first quarter ended Nov. 20, according to a Seeking Alpha transcript

Three demographics fueled Amazon’s jump in Cyber 5 sales share, according to Numerator:

  • Younger
  • Higher income
  • Asian households

Furthermore, Numerator reported that although Amazon under-indexes among baby boomer consumers and older, the web giant increased its share of sales with that generation to 15.1%. Meaning 15.1% of baby boomer consumers purchased on, according to Numerator. That’s up from its 8% share captured in the past year.

Amazon is No. 1 in the 2022 Digital Commerce 360 Top 1000 database, Walmart is No. 2 and Costco No. 9. The Top 1000 ranks North American web merchants by sales. Amazon also is No. 3 in the Digital Commerce 360 Online Marketplaces database, which ranks the 100 largest global marketplaces.

Mass merchants with the largest share among certain demographics

Dollar General Corp. (No. 762 in the Top 1000) also gained share compared with the same 52-week average. Its share of total Cyber 5 sales (online and in-store) grew to 2.3% from 1.5%, driven by lower-income households, according to Numerator. However, Walmart had the largest share of Cyber 5 sales among low-income households (19.1%). Amazon (13.3%) and Dollar General (4.1%) followed. 


Best Buy Co. Inc.’s (No. 6 in the Top 1000) share grew to 2.0% from 1.2%, driven by Gen Z and Hispanic households, according to Numerator. The average item price at Best Buy during the Cyber 5 was $166.59, according to Numerator. Amazon and Costco captured the highest Cyber 5 share among Asian households (21.4% and 14.3%, respectively), according to Numerator.

Numerator released survey data of 4,002 consumers’ shopping behavior over the Cyber 5. 37% of consumers said they purchased more online and less in-store than during the Cyber 5 in 2021, Numerator reported.

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