A Record-Breaking Holiday Season

Posted on
December 12, 2019

As we wrap up the year and prepare for 2020, it seems only fitting that the final holiday season of the decade has shattered previous records. Amazon reported “that Cyber Monday was once again the single biggest shopping day in the company’s history” with hundreds of millions of products ordered worldwide. Last month we recapped the top growing categories of 2018 on Amazon US during Black Friday and Cyber Monday, and today we are back with all the details on the 2019 holiday season.

 

Without further ado, here are the top five categories on Amazon US with the largest dollar increase during the weeks of Black Friday and Cyber Monday, plus the week prior.

 

Tablets. Like last year, the Tablets category had the largest retail sales growth during this period vs. the prior four-week average. Retail sales increased +321%, driven by the new Apple iPads. Kindles were also dominant in the category, driving Amazon’s market share up +23% during this period.

 

Laptops. Retail sales for the Laptop category increased +146% during this period vs. the prior four-week average (compared to a +93% increase last year). Apple market share surged +177% driven by the MacBook Air, while Lenovo and ASUS snagged a few of the top retail sales spots.

 

Headphones. Retail sales for the Headphones category increased +150% during this period vs. the prior four-week average. Once again, we saw Apple drive strong category growth with their AirPods and AirPods Pro. And for shoppers who prefer over-ear headphones, Bose and Sony were the leading brands.

 

Televisions. A newcomer to the top five list, retail sales for the Televisions category increased +238% during this period vs. the prior four-week average. Samsung dominated the category with nearly 45% market share, although Toshiba, LG and TCL had a few of the top selling TVs.

 

Home Audio. Retail sales for the Home Audio category increased +204% during this period vs. the prior four-week average. Smart speakers led the category growth with retail sales increasing +500%. Not surprisingly, Amazon devices including Echo Dot, Echo Show, and the all-new Fire TV Cube stole the show. Amazon also reported the Echo Dot as one of their best-selling products globally.

 

Although not in the top five, it wouldn’t be the holiday season without mention of toys. Among the many, many toys purchased during this period, both the Dolls & Accessories and Building Toys categories had the most notable dollar increases vs. the prior four-week average. Best-selling toys in these categories included L.O.L. Surprise! doll playsets, Barbie dollhouses and LEGO advent calendars and castles.

 

For additional insight into top holiday sales and trends in your category, reach out to a Stackline Pro.

Posted on
December 12, 2019
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Strategy Briefs
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