Cyber Week still rules the holiday ecommerce roost

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Cyber Week was the biggest ecommerce week of the US holiday season in 2021, accounting for 23% of the online gross merchandise value (GMV) from that period. The week of December 12 was the second biggest, contributing a much smaller share, with 13% of ecommerce GMV.

Beyond the chart: Online holiday sales soared by 9% in the US last year, reaching $257 billion. But average basket size was stagnant, with digital shoppers checking out with roughly the same number of items as they did in 2020. Considering the US saw a 25% price increase during the 2021 season, it’s no surprise these shoppers spent more—they just didn’t necessarily buy more.

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