A Look Back at 2018 Holiday Sales on Amazon

Posted on
November 25, 2019

Christmas is officially one month away, and Cyber 5, the five-day shopping period surrounding Black Friday and Cyber Monday, is days away. As we prepare our holiday wish list (and check it twice), let’s look back at the top five categories with the largest dollar increase during the weeks of Black Friday and Cyber Monday, plus the week prior – because sales seem to start earlier and earlier every year.

Tablets. Retail sales for the Tablets category increased +318% during this period vs. the prior four-week average. Top brands included Amazon, Apple, and Samsung, with Apple iPad’s and Amazon Fire Tablets dominating the highest retail sales spots.

 

Home Audio. Retail sales for the Home Audio category increased +240% during this period vs. the prior four-week average. Smart Speakers was the top sub-category, driven by Amazon Alexa compatible products including Echo Spot, Echo Dot and Echo. Amazon was also the leading brand for the category.

 

Headphones. Retail sales for the Headphones category increased +165% during this period vs. the prior four-week average. Bose and Beats were dominant brands in the category, while Apple AirPods snagged one of the top retail sales spots.

 

Laptops. Retail sales for the Laptop category increased +93% during this period vs. the prior four-week average. Market share was neck and neck across many of the top brands such as Asus, Dell and HP – to name a few. We also saw traditional laptop sales outperform 2-in-1 laptop sales during this period.

 

Dolls & Accessories. Retail sales for the Dolls & Accessories category increased +317% during this period vs. the prior four-week average. L.O.L Surprise! led the category with their dolls and dollhouses, and well-known brands including Barbie and Disney Princess won a couple of the top retail sales spots.

 

A few other top categories included Vacuums (the robotic vacuum obsession continues), Televisions (Santa delivered a lot of smart TVs) and Building Toys (who doesn’t love LEGOs?). For even more information on top categories, trends, and our predictions for 2019, reach out to a Stackline Pro.

Posted on
November 25, 2019
in
Strategy Briefs
category