Amazon has announced that it achieved record-breaking sales during the post-Thanksgiving period, despite an overall lacklustre period for the industry.
Overall, US consumers spent $10.7 billion on Cyber Monday, a 1.4 per cent decline from last year, and Black Friday sales of $8.9 billion, also a decline.
The ecommerce giant revealed home goods, toys and apparel were among the top categories in the period from Black Friday to Cyber Monday.
The most popular purchases included Fire TV sticks, Apple Airpods, and the Revlon One-Step Hair Dryer.
However, Amazon’s sales kept growing, with the company capturing 17.7 per cent of Black Friday spend, more than any other retailer, according to Numerator data.
Amazon also offered the lowest prices by an average of 14 per cent compared to its competitors, citing data from Profitero.
The company also took extra measures and precautions to prepare for the rush, including choosing more costly delivery routes to get items to facilities where stock is low and directing goods to different shipping ports.
Adobe revealed that despite the lacklustre start for the sector, it expects to see record-breaking online sales during the Christmas season, as shoppers are spreading out their purchases over a longer period.