Marshall 2024 Amazon Cyber Week Re-Cap

January 23, 2025

2024 Cyber Week Report: Marshall Managed Brands Recap

Cyber Dozen is the New Cyber Five. 

With Amazon extending its promotional calendars, other retailers have followed suit, creating an extended holiday shopping period aimed at price-sensitive shoppers. While the holiday shopping season now spans more days, Cyber Monday remains the pinnacle of the Cyber Cycle.

According to Adobe Analytics, Cyber Monday 2024 reached $13.3 billion in online sales, reflecting a 7.3% year-over-year (YoY) growth. Black Friday also showed strong YoY growth but trailed Cyber Monday’s totals, with $10.8 billion in sales, a 10.2% YoY increase.

Best-selling categories for Amazon were Electronics, Toys & Beauty. Amazon cited that more than 60% of sales came from independent sellers on Amazon. According to a recent study regarding Cyber Week, Amazon had the lowest prices entering the holiday season, on average 14% lower than other leading retailers in the US, for the eighth year in a row.  Adobe Analytics reported the average discount for US Cyber Week increased to 28%, which was +27% YoY. 

Marshall Managed Brands Cyber Five Performance: Amazon

Key Dates

  • 2023 Cyber Week: November 23– November 27
  • 2024 Cyber Week: November 28–December 2

Marshall Managed Brands saw more mild results compared to larger eCommerce. Cyber Week 2024 Ordered Revenue -2%, with units sold increasing by 4.3%. Deal-focused SKUs performed better, with Ordered Revenue up 18.4% and units up 4.4% YoY.
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Similar to larger eCommerce shopping trends, Cyber Monday was the top-grossing day for Marshall during Cyber Week, and had the largest day with YoY growth, Ordered Revenue +9% from 2023. During Cyber Week, deals covered 13.5% of Marshall Managed Brands’ catalog, with the Home & Kitchen and Toy categories leading in sales performance.

Marshall Brands saw an average discount of 10% offered on deal SKUs. While the majority of Marshall Managed SKUs fell within the 10–25% discount range, the 25%+ discount category proved to be the most effective in driving sales. SKUs with discounts of 25% or higher, paired with increased advertising budgets, experienced an impressive 44% improvement in Best-Seller Rank (BSR) within their respective categories.

Traffic Trends:

  • Overall Traffic: Traffic across the entire Marshall catalog increased by 3.5% YoY
  • Deal SKU Traffic: However, Deal specific SKUs saw a 20.6% YoY increase in traffic.

For future promotional periods, the combination of strategic discounting and increased advertising budgets continues to yield the best performance outcomes.

Marshall Managed Brands Cyber Five Performance: Amazon

  • Target Scores Black Friday Foot-Traffic Win Against In-Store Competitors
    1. Target +16.8% YoY
    2. Lowe’s +1.8% YoY
    3. Walmart -3.1% YoY
    4. Home Depot -7.1% YoY
  • AI Continues to Lend a Helping Hand
    1. Traffic to retail sites from generative AI-powered chatbots increased by 1,950% on Cyber Monday (Adobe Analytics)
    2. 40% of US consumers used generative AI to find the best deals during the holiday shopping season
  • Consumers are Buying Less, Spending the Same
    1. Shoppers spent an average of $105/order across Cyber Week globally, with 3.5/units sold per transaction (Salesforce)
  • Price Discounts continue to climb
    1. The average discount in the US for Cyber Week increased to 28% in 2025, +27% YoY (Adobe Analytics)
    2. Discounts peaked in Electronics (30.1%), Toys (26.1%), Apparel (23.2%) and TVs (21.8%)
  • Buy Now, Pay Later (BNPL) increases YoY
    1. Online shoppers continued to stretch their budgets via BNPL, spending $991.2 million via this alternative payment method, +5.5% YoY