Online fashion orders have skyrocketed 363 per cent since the start of November as Cyber Week and Christmas shopping provided a much-needed boost for the industry.
According to the latest data from True Fit’s Fashion Genome, web traffic jumped 159 per cent during Cyber Week compared to a week earlier, with the Saturday following Black Friday seeing the year’s biggest year-on-year boost of 26 per cent.
Although fashion order numbers were up across November average order values (AOV) were less consistent, dipping 13 per cent year-on-year over Black Friday week despite hitting 2019 levels mid-month.
According to True Fit, this was likely due to retailers extending their discount period encouraging shoppers to spread their spend over a longer period, combined with a dip in consumer confidence.
While shoppers are spending less per order, data suggest they are both browsing and purchasing more frequently, choosing to shop lower value ticket items but with more purpose.
“While discounting might seem an obvious route to stimulating demand, especially at a time when shoppers are increasingly cautious due to economic uncertainty, long-term retailers need to focus less on markdowns and more on margin protection,” True Fit’s general manager of EMEA said.
“And key to being able to sell more stock at full price is data insights, delivered on an individual, one-to-one customer level.”
In the UK, Cyber Monday sales dropped nearly 10 per cent this year, following an even greater 16.7 per cent drop on Black Friday.
Meanwhile in the US, Cyber Monday was the largest digital shopping day on record seeing sales top $10.8 billion for the first time.