2022 Black Friday / Cyber Monday Performance

Imagine $12,800,000 being spent per minute and you would get the average revenue volume on Cyber Monday this year. Every prediction led to a flat, if not down weekend compared to years past but due to heavy discounting the overall industry saw a 5.8% increase in spending behavior.

Source: Adobe Analytics, November 2022

Is this inflation? No, as Adobe Analytics reported that it's digital price index "which monitors across 18 categories have been nearly flat in priced products in recent months."

Is it buying confidence? Also unlikely. Deep discounts are the primary contributor to Cyber Monday/Black Friday success. As an example, electronics averaged a 25% discount in 2022 whereas the average discount in the same vertical last year was 8%.

Thoughts & Question: Discounts heavily drove buying behavior that otherwise was trending towards a flat or negative performance to 2021. Is the aggressive discount structure due to inventory position? Lower capital than expected? Or are companies starting to take lesser net income to spur buying behavior and flatten back out to 2019 net income numbers? What're your thoughts below and thanks for reading!

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Sources: Adobe Analytics, Thinktank, Marketing Pulse