U.S. online sales rose 9%, the largest spike
in six weeks, while global online sales rose 2% YoY
Black Friday online sales reached $65.3 billion globally and Cyber Monday reached
Data and insights from the shopping behavior
of 1.5 billion Cyber Week consumers available to help retailers
deliver success now
FRANCISCO, Nov. 29, 2022 /PRNewswire/ -- Salesforce
(NYSE: CRM), the global leader in CRM, today unveiled its 2022
Cyber Week figures, analyzing shopping data from over 1.5 billion
shoppers on the Salesforce Customer 360 and activity across
commerce, marketing, and service (including 24 of the top 30 U.S.
online retailers). Overall, 2022 global online sales hit an
all-time high of $281 billion, up 2%
compared to 2021, and $68 billion in
the U.S., up 9% compared to 2021.
The data showed a departure from Cyber Weeks in 2020 and 2021,
when online shopping was increasingly spread throughout the month
of November. In comparison, 2022 data show both shoppers and
retailers held out for Cyber Week as retailers worked to limit
discounts that increased margin pressures and consumers searched
for better deals – contributing to the largest spike in U.S.
digital sales growth in the last six weeks.
Top Cyber Week 2022 Salesforce shopping insights
- Online sales and digital traffic break records despite
economic uncertainty: Despite many retailers reporting lighter
foot traffic, online sales across Cyber Week reached $281 billion globally (a 2% increase YoY) and
$68 billion in the U.S. (a 9%
- While Europe and the UK results showed continued economic
headwinds, U.S. sales buoyed global online sales growth throughout
- Social media referrals hit an all-time high: The
majority (76%) of Cyber Week ecommerce traffic came through mobile
devices, with social media referring nearly 10% – a 22% increase
YoY and the highest referral percentage ever seen during the
holiday season based on Salesforce data.
- The "discount chicken" game is over: After lackluster
deals early in the holiday season, average discount rates spiked
during Cyber Week, topping pre-pandemic levels at 27% globally and
30% in the U.S.
- Following a steady incline over the last seven quarters, the
global average selling price (ASP) finally leveled off during Cyber
Week, rising 3% compared to 2021. The rate of cart abandonment also
dropped 5% globally during Cyber Week compared to the previous
three weeks as consumers took advantage of big discounts.
- The top discount categories globally were:
- General Apparel (34%)
- Makeup and Skincare (32%)
- Luxury Handbags and Apparel (26%)
- BOPIS adoption increases: With convenience a top
priority for consumers, Buy Online and Pick Up In Store (BOPIS) and
curbside pickup helped shoppers avoid long lines. Cyber Week BOPIS
usage grew 9% globally Thursday through Sunday compared to the
first three weeks of November. Retailers in the US that had BOPIS
grew online revenue by 38% more than those without this creative
fulfillment option throughout Cyber Week.
- Consumers stretch their dollars with BNPL: Amid
inflationary pressure and shrinking budgets, U.S. shoppers utilized
alternative payment options like Buy Now Pay Later (BNPL) to
finance purchases – with a 5% increase in orders YoY. However, the
average order value for U.S. BNPL transactions across Cyber Week
decreased 5% — indicating shoppers financed lower-priced goods this
year compared to 2021.
- Automation gave time back to retailers and consumers:
Retailers leaned into automation on some of the biggest online
shopping days of the year, saving agent time for complex order
servicing issues and driving customer loyalty. Chatbot messages
globally increased 57% on Black Friday and 53% on Cyber Monday
compared to the same days in 2021.
The Salesforce perspective
- "After lackluster discounts earlier in the season, retailers
stepped up their game throughout Cyber Week, and shoppers answered
in kind. Our data shows an incredibly strong correlation between
discount rates and digital sales as consumers held out for the
biggest and best deals," said Rob
Garf, Salesforce VP and GM, Retail.
- "As we enter the home stretch of the holiday season, retailers
must preserve margins by emphasizing automation to balance
operational efficiency and customer loyalty. We anticipate that the
retailers who lean into store fulfillment, personalize service, and
streamline returns will be winners and find more success now," Garf
Salesforce powers holiday shopping
This year, Salesforce helped retailers around the world find
success now and scale their efforts to reach shoppers across all
buying channels. Powering a record start to the holiday season,
Salesforce customers drove more than 115 million orders in
November. With consumers continuing to shop online, delivering
fast, easy, and personalized digital experiences is more important
than ever and was made possible by:
- Einstein: Artificial intelligence continues to play a
large role in how consumers shop. Cyber Week shoppers engaged with
1.9 billion AI-driven product recommendations powered by Einstein
- Commerce Cloud: Global digital sales powered by Commerce
Cloud grew 7% YoY on Thanksgiving,14% on Black Friday and 10% on
- Marketing Cloud: Global marketing communications surged
over Cyber Week with 41 billion messages sent via Marketing Cloud,
increasing 34% YoY. Mobile push notifications grew 114% and email
volume increased by 25%YoY.
- Service Cloud: Call volumes increased by 26% YoY during
Cyber Week, according to Service Cloud data. Service case creations
also increased by 23% YoY during Cyber Week. Over 10 million
chatbot sessions were initiated over Cyber Week.
- Visit Salesforce's Holiday Shopping HQ for real-time Cyber Week
- Read an interview with Salesforce's Rob
Garf that explains how retailers can drive success now with
2022 Salesforce Holiday Insights and Predictions
Salesforce delivers retail success now with data and insights
from the shopping behavior of consumers around the world. To help
retailers and brands benchmark holiday performance, Salesforce
analyzes aggregated data to produce holiday insights from the
activity of over 1.5 billion global shoppers across more than 64
countries powered by Commerce Cloud, in addition to Marketing Cloud
and Service Cloud data from retailers. Salesforce's holiday data
set includes 24 of the top 30 U.S. online retailers on the 2021
Digital Commerce 360 list and utilizes publicly available
third-party data sources.
To qualify for inclusion in the analysis set, a digital commerce
site must have transacted throughout the analysis period, in this
case October 1, 2019 through
November 29, 2022, and met a monthly
minimum visit threshold. Additional data hygiene factors are
applied to ensure consistent metric calculation.
The Salesforce holiday predictions are not indicative of the
operational performance of Salesforce or its reported financial
metrics including GMV growth and comparable customer GMV
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