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Amazon and the "Turkey 5"



Amazon announced on Tuesday the 27th that Cyber Monday and Black Friday broke past records as the biggest shopping day in the 24-year history of the company. According to CEO of Amazon Worldwide Consumer, Jeff Wilke:

“Black Friday and Cyber Monday continue to break records on Amazon year-over-year, which tells us that customers love shopping for deals to kick off the holiday shopping season”

However, while Black Friday and Cyber Monday have traditionally been the start of the holiday shopping season, Amazon has seen a shift in focus to what it is now referring to as the “Turkey 5”, a 5 day stretch between Thanksgiving and Cyber Monday, where customers purchased over 180 million items an increase of millions more products than the same stretch last year according to the company’s statement.


Analysis from Adobe Analytics, which collects data on 80 top internet retailers, indicate online sales grew by 28% on Thanksgiving Day, 19% on Cyber Monday and estimates that e-commerce sales on Cyber Monday topped $7.8B, up from Black Friday’s $6.2B. For the Saturday and Sunday in between, Adobe estimates that e-commerce sales rose by 25% over the previous year, lending some legitimacy to Amazon’s claimed shift in holiday shopping trends from a 2-day event, to a 5-day extravaganza.


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