Fashion and beauty sites appeared during Black Friday, Cyber ​​Monday – WWD

As experts continue to analyze sales data after Thanksgiving, some remarkable insights are starting to emerge. The latest comes from analytics company Similarweb, which has posted a list of beauty, beauty and apparel websites based on online traffic growth during Black Friday and Cyber ​​Monday.

According to an AI-based market intelligence platform that tracks web and mobile app visits, it analyzed 100 beauty, beauty to find out which sites are showing the biggest gains during this time, compared to their November lead.

SkinStore topped the charts on Black Friday, the company said, with growth of 895 percent outperforming the rest of the beauty list by a wide margin. The traction could be due to scheduled promotions, such as the SkinStore 30% off sale that dropped to 25% on Monday.

Estee Lauder holds the second place with a 590 percent increase, followed by Glossier (506 percent), Kiehl’s (472 percent), Clinique (389 percent), Dossier (365 percent), MAC (345 percent). ), IT Cosmetics (321 percent), Lancome America (308%) and Olaplex (284 percent).

On Cyber ​​Monday, the scenario changed to some extent, with SkinStore in fourth place, with a growth of 342 percent, and IT Cosmetics in first place, with a 587 percent increase . Some legacy brands – such as Estee Lauder, Clinique and MAC – have been dropped from the list entirely, although Kiehl’s (459%) and Lancome USA (253%) remain. They nestle next to strong fare, famous newcomers and many brands ecommerce sites, including Beverly Hills MD (357 percent), Inkbox (302 percent), Tarte (287 percent), Dossier (261 percent), Esalon (232 percent) and Glossier (222 percent).

The difference between fashion web pages are not too dazzling. Abercrombie & Fitch youth supplier Hollister won Black Friday apparel with 401% growth, followed by Rack Room Shoes (358%), Lululemon (348%), American Eagle ( 332%), Ralph Lauren (324%), H&M (319 per cent), Asos (316 per cent), Abercrombie & Fitch (303 per cent), Express (301 per cent) and Journeys (282 per cent).

Cyber ​​Monday gave Reebok, which had no position on Friday, in the lead with 224 percent growth, well ahead of American Eagle’s 214 percent. Rack Room Shoes still maintain their popularity, ranking in third place with 188%, followed by Under Armor (187%), Madewell (181%), Ralph Lauren (174%), J. Crew (173%). , Adidas (171%), Express (162 percent) and Urban Outfitters (159 percent).

Based on which brands pop up and when, it seems younger consumers might focus more on clothing on Friday and web searches for beauty on Monday.

Either way, it’s not entirely surprising that they bought muscle this year. Usage has spiked in “buy now, pay later” services, which have become popular with Generation Z. Adobe reported that BNPL skyrocketed with 21% year-over-year revenue in Cyber ​​Monday. Business activity increased at installment payment companies, with Klarna tracks Black Friday / Cyber ​​Monday sales growth of 129 percent, and Afterpay recorded a 34 percent increase in orders compared to 2020, both online and in-store.

Although shopping behavior may change, some things remain the same. Like bargain hunting.

Similarly, the same site has seen clothing shoppers, in particular, search for deals across sites, and it indicates a deep level of cross-shopping between stores. ecommerce giants. Of all the consumers who searched for clothing on Amazon, more than a third (37%) also viewed Target on Black Friday. Even more, at 42%, visited Walmart.

As far as the charts go, this could perfectly explain the intensity of competition among the retail giants.

Of course, there are caveats to reading too much into the 2021 holiday stats. This year is unlike any other, including last. Supply chain constraints, labor issues and other pressures – which mainly include the ongoing pandemic and new variations – have prompted retailers to launch modest deals. rather than hyping up aggressive promotions.

Also, with vaccines and boosters now available, people are going to the grocery store more often than they did last year, although it’s still not at pre-pandemic levels. All of that impacts e-commerce related metrics.

It should be noted that Similarweb data does not reflect actual sales or revenue, but only growth in web traffic. But knowing where dynamics is online can speak volumes about consumer interest and how it’s changing, shedding light on valuable but too elusive factors, like intent. That offers at least a little clarity in this uncertain and constantly changing retail landscape.