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How Smaller Merchants Are Performing This Holiday

It’s always difficult to know how smaller merchants are performing due to a lack of data, that’s what makes reports from ecommerce platforms like Bigcommerce uniquely interesting, especially around the holiday shopping season.

Tens of thousands of small and midsized retailers use Bigcommerce to power their stores, and the company said it saw a 48% increase in total sales year-over-year during the long holiday weekend, which kicked off on Thanksgiving Day (November 26).

More than 80% of “Cyber Five” revenue was driven on Black Friday and Cyber Monday. The increase in total revenue for each day was as follows:

Increased 54% on Thanksgiving Day;
Increased 52% on Black Friday;
Increased 52% on Small Business Saturday;
Increased 41% on Super Monday;
Increased 43% on Cyber Monday.

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Orders increased 49% year over year over the 5-day period, and Average Order Value was stable.

The two regions with the most orders for all 5 days in 2015 was California and Texas, as was the case last year.

Bigcommerce also noted that total gross revenue from mobile-generated orders grew 116% year-over-year, accounting for 25% of total gross revenue for 2015’s Cyber Five period.

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Ina Steiner
Ina Steiner
Ina Steiner is co-founder and Editor of EcommerceBytes and has been reporting on ecommerce since 1999. She's a widely cited authority on marketplace selling and is author of "Turn eBay Data Into Dollars" (McGraw-Hill 2006). Her blog was featured in the book, "Blogging Heroes" (Wiley 2008). Follow her on Twitter at @ecommercebytes and send news tips to ina@ecommercebytes.com.