Early Read: Who Really Won
Cyber Weekend 2020?

Omnichannel Share Data

Numerator has released omnichannel share data – across both brick & mortar and online outlets – to understand FMCG retailer performance over Black Friday and Cyber Weekend. Share data is provided for key retailers as well as by generation, income and ethnicity.

This data comes from Numerator’s one-million person share tracking system, which provides an omnichannel view of consumer spend. Numerator's share tracking system is still in beta testing and is coming more broadly soon.

Year-over-Year Online Shift

Share of sales Black Friday / Cyber Weekend online versus in-store year-over-year

2020 Share of Spend by Generation

  • is the clear winner for the holiday weekend, capturing almost 1 in every 5 dollars being spent, particularly among Gen X and Boomers
  • Online accounted for almost 35% of sales nationally, with Millennials spending 2 in every 5 of their dollars online, especially on retailer eComm sites
  • Nearly 25% of total Walmart sales were online -- highest among Millennial and Gen X households                    
Cyber weekend share of sales by generation

Summary of Share Change (by Generation)

  • Overall, weekend shopping has shifted online as shoppers avoid physical stores, with eComm gaining 8 points of share vs. YAG (up from 27% of total spend)
  • The lion's share of eComm growth across generations was driven by Amazon, which saw an increase of over 3 points
  • However, non-Amazon eComm share growth outstripped Amazon's among Millennial, Gen Z and Gen X households                                   
Cyber weekend 2020 vs. 2019 share of sales by generation

2020 Share of Spend by Income

  • Low-income households (<$40k) allocated more spend than other groups to physical stores, with ~74% staying in B&M
  • Walmart won these low-income households, across both physical and eComm
  • Meanwhile, Amazon captured a little less than 2x the share of total Walmart (the next-largest retailer) among high-income ($80k+) households                         
Cyber weekend share of sales by income level

Summary of Share Change (by Income)

  • Online growth this Black Friday weekend was driven by middle-income ($80k+) households
  • Amazon drove over half of eComm's growth among high-income households, but only ~40% of low-income households' growth
  • While Walmart continues to win low-income (<$40k) spend, Walmart is also declining the most in share among these shoppers            
Cyber weekend 2020 vs. 2019 share of sales by income level

2020 Share of Spend by Ethnicity

  • Unlike with age and income, there are no big differences in how shoppers of different ethnicities are allocating their spend between physical and online
  • However, Hispanic shoppers spent less on Amazon than other groups, with more of their spend especially going to compared to total US
  • Asian households differed the most from other groups in terms of retailer share, spending much less at Walmart and much more at Costco and Target                                     
Cyber weekend share of sales by ethnicity

Summary of Share Change (by Ethnicity)

  • Asian and African American households shifted proportionally more of their spend this year online compared to Caucasian and Hispanic shoppers
  • Amazon drove much of this growth in online across both groups, but particularly among African Americans, among whom it gained ~7 points of share
  • Meanwhile, although Walmart eComm saw substantial growth (for its size) across most demographics, it lost share among African Americans                    
Cyber weekend 2020 vs. 2019 share of sales by ethnicity
cyberweekend shopping insights

Holiday Omnishare Tracker

Numerator’s interactive Holiday Omnishare Tracker monitors share of consumer spend across top retail outlets, product sectors, and demographics, throughout the 2020 holiday season.

Understand true omnichannel market share for your brand.

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