The 2019 ‘Turkey 5’ has come to a close. The five days from Thanksgiving to Cyber Monday, coined the Turkey 5 by Amazon, saw record-shattering revenues this year.
According to the National Retail Federation’s 2019 holiday forecast, US consumers will spend an average of $1,047.83 this holiday season. Retailers are fighting over consumer’s hard-earned money with flash sales, special promotions and daily deals. Here’s the final count at the digital cash register:
If it felt like holiday sales started earlier than normal this year, that’s because they did. Thanksgiving fell a little later than normal, leaving a shorter shopping window between Thanksgiving and Christmas. As a result, retailers started rolling out deals early, and were quite aggressive.
“Retailers unlocked sales earlier to combat a shorter shopping season, while continuing to drive up promotion of the big branded days including Black Friday and Cyber Monday,” said John Copeland, head of marketing and consumer insights at Adobe.
Both Black Friday and Cyber Monday saw considerable growth from 2018. Some analysts are pointing out that in 2018, the looming potential of a government shutdown could have contributed to less spending last year.
Amazon saw major sales over the Turkey 5. While Amazon doesn’t release exact figures, they did say that Cyber Monday was the biggest shopping day in the company’s history.
Amazon Turkey 5 Highlights:
- If Amazon reports that Cyber Monday 2019 was their largest selling day to date, that means that sales surpassed $7.2 billion globally
- A record number of Amazon devices sold including The Echo Dot and Fire TV Stick 4K
- More toys were purchases this Black Friday and Cyber Monday combined than ever before. Top Sellers: LEGO Star Wars Darth Vader’s Castle and “Frozen 2” edition of Monopoly.
Just because the Turkey 5 is over does not mean holiday season shopping shops. Consumers will continue to shop up until the last shipping days, most likely 12-22. Beyond the holidays, shopping will continue into January as consumers spend cash and gift cards they received over the holidays.