• by Ray Schultz , Columnist, December 9, 2024

Brands should stop thinking in terms of Black Friday and Cyber Monday. This year, there was a five-day period called Cyber 5 that included Super Sunday, judging by Black Friday & Cyber Monday Week: The Data Behind the Deals, a study by Movable Ink.

The Cyber 5 conversion rate reached 4%, up from 3.16% in 2023.

Cyber Monday deals still accounted for 26.48% of all clicks as consumers shopped for deals, up from 26.19% in 2023. Super Sunday, brought in 22.42% of compared to 18.39% last year.

As for conversions, Cyber Monday generated 32.44%, up from 29.44% in 2023. Super Sunday pulled in 17.69%, a slight improvement over 16.98% in the prior year.

In 2024, Super Sunday played a significant role in personalized content engagement,”  the study states.” It surpassed Black Friday and was second only to Cyber Monday in click rate and click contributions during Cyber 5.”

Remember that Thanksgiving fell late in 2024, shortening the pre-Christmas shopping season. 

Prior to Cyber Week, marketers saw 27% growth in email conversions.

Meanwhile, 59% of Cyber 5 clicks came from mobile devices, the study notes. In addition, 48.21% of conversions came from iOS devices, 32.16% from desktop and 19.63% from Android.

The average order value totaled $92.47 on desktop, $84.32 on iOS and $73.58 on Android. 

Movable Ink analyzed 181 billion impressions powered by its platform.