If the holiday season is 9 weeks long (4 weeks in November and 5 in December), every week of the 2024 holiday season outperformed 2023, except for Dec Wk 3 (Dec Wk 3 was the week before Christmas in 2024 and two weeks before Christmas in 2023). Nov Wk 2-Dec Wk 1 were the strongest weeks of YOY growth.
Despite the uniqueness of this year, the 2024 sales build looked remarkably similar to that of 2023, demonstrating consistency in consumer shopping behavior. While there has been a macro effort to pull sales forward through longer promotions, the consumer continues to do the bulk of their holiday shopping in the weeks containing Black Friday and Cyber Monday.
Every year, except for 2021 (which was the year of widespread supply chain issues and shipping delays), 37-38% of our 9-week holiday sales came in during Nov Wk 4 and Dec Wk 1. And despite attempts to get the consumer to shop earlier, only 31-32% of holiday sales came in before the week of Thanksgiving.
