Traffic to the top 2000 online retailers collectively grew nearly 36% in November and December 2020 compared with 2019. Visits to Amazon.com accounted for roughly 26% of total online retail traffic, a dip from approximately 30% in 2019.
In a pandemic-fueled year, digital sales for November-December rose at more than triple the year-over-year rate for the 2019 season. More than $1 in $4 spent on retail purchases for the period came from online orders—an astounding jump in digital penetration.
U.S. shoppers spent a record $34.36 billion on retail websites over the five-day period from Thanksgiving to Cyber Monday, up from $28.49 billion for the same period last year. Digital revenue missed projections as more shoppers heeded retailer warnings to shop earlier to avoid out-of-stock items or shipping delays and took advantage of pre-Thanksgiving discounts.
Of the 77 DNVBs in the Top 1000, 71.4% offered a discount on Cyber Monday. But, they are still less likely than top online retailers to offer holiday discounts, and the discounts offered are often not as large.