Ecommerce 

Despite early Black Friday deals, traffic this year jumped more during the Cyber 5 compared with two weeks earlier than it did last year, but total traffic is still down overall in 2022.

Key takeaways:

• 2022’s lighter traffic persists into the holiday sales period.
• Traffic increased more during the Cyber 5 this year than last year.
• Only apparel, jewelry and sporting goods retailers had more site visitors in 2022.

Visits to Top 1000 retailers’ ecommerce websites jumped 44.2% during the Cyber 5 shopping period compared to total traffic during a comparable five-day period earlier in the month, according to Digital Commerce 360 analysis of Similarweb data.

However, total web traffic to Top 1000 retailers decreased during the Cyber 5 this year compared with the Cyber 5 in 2021. Despite the traffic decrease, ecommerce sales increase during this period.

The total number of visits to retailers in the 2022 Digital Commerce 360 Top 1000 dropped 5.9% during the five days from Thanksgiving to Cyber Monday this year, when compared to the same time last year.

Traffic has been down throughout the year, but it was down less during the Cyber 5. During a control period two weeks prior to the Cyber 5, between a Thursday, Nov. 10 and Monday, Nov. 14, total traffic was down 6.9% compared to the same Thursday-to-Monday period last year.