Chicago — Online shopping took home the greatest share of Cyber Weekend sales, with Amazon enticing 86% of consumers for all or some of their spending, according to Numerator.
More than half of the 6,200-plus verified shoppers surveyed by the consumer insights and data company said they did all or most of their shopping online, with 31% splitting their purchases between e-commerce and in-store channels. Just 7% did all of their shopping at physical stores.
Home goods such as bedding and décor accounted for 29% of purchases, putting the segment among the top 5 behind apparel/shoes, beauty, groceries and toys/video games.
Numerator’s findings placed Walmart (64%) and Target (47%) in second and third place as the leading online or in-store holiday retailing sources, with departments stores fourth at 32% and club stores (22%) rounding out the top five. Discounters such as TJ Maxx and Marshall’s captured 16% of buyers.
Consumers were in a gift-buying frame of mind, with nearly one-third (29%) only buying for others and another 38% mostly shopping for presents. For 7%, none of their purchases fell into the gift category.
Because of rising prices, more than half (52%) sought out promotions, sales and coupons during Cyber Weekend, which spanned Thanksgiving, Black Friday, Saturday and Sunday, but didn’t yet include Cyber Monday results. Some 61% said they also participated in pre-Thanksgiving deals. Early sales, according to 29% of respondents, gave them a clearer idea of what they wanted to buy over the weekend.
For many, lists are smaller this year, as 42% noted they are buying fewer gifts for others, and 34% acknowledged they have less disposable income because of higher prices on everyday essentials.
Full weekend results, including Cyber Monday sales info, will be released by Numerator later this week.