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Thanksgiving, Black Friday & Cyber Monday 2016: Key Takeaways

Mihir Kittur, Co-founder and Chief Innovation Officer, Ugam,


Online is increasingly becoming the preferred channel for shopping this holiday season. Reports suggest that Cyber Monday 2016 broke all records for becoming the largest online sales day in the U.S. But did retailers do their best to capitalize on this opportunity?

To find out, Ugam analyzed the online pricing and assortment across Amazon, Best Buy, Jet, Target, Toys“R”Us and Walmart for the top 100 trending toys and electronics during the Thanksgiving to Cyber Monday period. Let’s look at what our analysis reveals.

Consumer Electronics

  • Amazon had the highest availability of the top 100 trending electronics, and was the most price-competitive compared to Walmart, Target, Best Buy, and Jet. 
  • Target had the lowest availability of the sample electronics assortment.
  • Best Buy was the least price-competitive compared to Amazon, Walmart, Target, and Jet.
  • Jet had the highest percentage of electronics that went out-of-stock on all the three key shopping days.
How did prices change over time?
We analyzed the online price trend of the matching electronics available across Amazon, Best Buy, Walmart, Target, and Jet to understand how average prices changed during the Thanksgiving to Cyber Week period. Here’s what we observed.

  • The price trend suggests that average prices on Amazon increased steadily through the Thanksgiving weekend, before falling by 6 percent on Cyber Monday.  
  • Amazon and Best Buy were the only retailers to have increased average prices post Cyber Monday. Other retailers seem to have further reduced prices from 0 percent to 8 percent after Cyber Monday.
  • Average prices on Walmart fell by 14 percent on November 29 since November 26, 2016.
  • Average prices were the lowest on Thanksgiving Day (November 24, 2016)
Toys

  • On all the three key shopping days, Amazon had the highest availability of the top 100 trending toys
  • Amazon tied with Walmart to offer the lowest or same as lowest prices on the sample toys on Thanksgiving Day.
  • Jet had the lowest availability of the sample toys and had the highest percentage of out-of-stocks.
  • Toys"R"Us was the least price-competitive compared to the other retailers.
How did prices change over time?
We analyzed the online price trend of the matching toys available across Amazon, Toys"R"Us, Walmart, Target, and Jet to understand how average prices changed during the Thanksgiving to Cyber Week period. Here’s what we observed.

  • Average prices across Toys"R"Us and Jet fell steadily from November 23 to November 26 before rising on November 27.
  • On November 27, average prices on Amazon fell by 11 percent  while others increased prices by 0 percent to 22 percent from November 26.
  • Average prices across all retailers fell after November 27 through November 29.
  • Average prices were the lowest on November 26, 2016.
This analysis is part of Ugam’s third annual Holiday Season report, highlighting insights that matter to retailers and manufacturers during this critical period. Access the full report here.



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