CRM leader Salesforce has released its annual Cyber Week report, investigating shopping trends over the recent holiday period.
Analysing the shopping data of over one billion shoppers on its Customer 360 platform, the report looks into activity across commerce, marketing and service, and found that globally, online sales totalled $275bn – up 2% compared to the last year.
The US fared particularly well, with $62bn in sales, up 4% compared to the previous year. Salesforce said the data proved that the move to ecommerce inspired by the ongoing COVID-19 pandemic has not abated – especially so considering a feature of the season was higher prices and lower discounts amid supply chain issues.
The research showed average selling price was up 5% globally, and 11% in the US, while the average discount was 24%, compared to 32% the previous year.
The largest single day for shopping was Black Friday, while buy now pay later (BNPL) financing options proved increasingly popular, numbering 8% of all orders.
Offering consumers choices proved a winning move, with companies offering curbside and in-store pickup options growing their revenue by 50% more over Black Friday than those who did not.
