The outlook is bleak, and sellers' Black Friday and Cyber ​​Monday sales growth may be weak!

Online sales will see a slight increase this holiday season , with e-commerce spending during Cyber ​​Week expected to increase 4% from last year, while overall online sales for the holiday season are expected to increase 5%, according to a data analysis by business protection provider Signifyd.

The analysis, based on Signifyd’s transaction intelligence analysis of thousands of merchant data , paints a mixed picture , highlighting that sales for the 2023 holiday season will vary depending on a merchant’s specific vertical category .

“ While overall growth for the holiday season was modest this year , there are real opportunities for retailers depending on their product categories and execution capabilities, ” said J. Bennett , chief customer officer at Signifyd .

On the other hand, the agency will provide real-time data updates throughout the holiday season on its holiday season tracker, which will show overall sales data from today to December, discount utilization and dynamically updated sales forecasts .

Signifyd’s analysis predicts that apparel and electronics will have a strong selling season, with fourth-quarter sales expected to grow 9% and 8% year-over-year, respectively.

Sporting goods are expected to grow 5% from last year, while the health and beauty and home furnishings categories are expected to fall 5% from fourth-quarter 2022 sales.

By contrast, sales figures for the Cyber ​​Five, the key sales period between Thanksgiving and Cyber ​​Monday, will be much bumpier.

Signifyd's forecast shows that only the clothing category will see a breakthrough, with sales increasing by 10% compared to 2022, while sporting goods and household goods will fall by 1% compared to last year, and health and beauty products will also fall by 2%.

Additionally, Signifyd predicts that consumers will continue to shop ahead of the holiday season, with e-commerce sales expected to grow 7% in October compared to the same period last year, and 5% in November. Sales in December are expected to grow just 3% year-over-year.

It is understood that Signifyd's forecasts are based on recent transactions and growth trends as well as seasonal factors, and its data comes from the transaction records of thousands of brands and merchants of Signifyd.

Holiday Season

Black Friday