Last Weekend Was Cyber Weekend, and Here Is What Happened

The Lempert Report
December 07, 2020

The pandemic continues to impact consumer behavior, and this impact is magnified on key retail holidays.

Numerator issued a survey to 2,500 verified buyers over Cyber Weekend (Thanksgiving through Cyber Monday) to understand how they shopped and whether COVID-19 affected their purchase decisions. Here’s what Numerator learned:

  • 31% shopped Thursday (Thanksgiving) deals in 2020, down from 41% in 2019.
  • Nearly half (46%) did all or most of their Black Friday weekend shopping online this year, vs. one-third (33%) last year. Conversely, those who did all or most of their shopping in-store was down to less than 1 in 3 shoppers (32%) this year, vs. nearly 1 in 2 (45%) in 2019.
  • Nearly half of Cyber Weekend shoppers (46%) were primarily or exclusively purchasing gifts for others, up from 42% last year.
  • 60% of Cyber Weekend shoppers are mostly or completely done with their holiday gift shopping, up slightly from 57% at this time last year.
  • Nearly half (45%) purchased items related to/influenced by COVID-19.
  • One in four (28%) took advantage of the deals to stock up on products. Most popular stock up items included: toilet paper (20%), paper towels (17%), non-perishables (15%), sanitizing wipes (14%), vitamins (12%), pain relievers (8%) and cold & flu medicine (7%).
  • One in five (20%) purchased comfortable clothing/athletic leisure wear for staying at home.
  • 4% purchased headphones, a new necessity for working from home or attending virtual school.
  • Primary reasons for shifting more shopping online were COVID-19 related; 53% avoiding large crowds, 52% generally shopping more online during COVID-19, 47% making fewer in-store trips during COVID-19.