Pressure to buy early was felt by consumers who were concerned again this year about potential shipping delays and low inventory levels. This led to a tangible increase in retail sales volume and growth throughout October with much of the increased sales activity happening in the middle and end of the month. From October 17th – 31st, daily retail actions increased an average 5% YOY, which is notable in a year where YOY growth was hard to achieve after 2020’s high rate of pandemic-fueled online growth. October had 18 total YOY-positive growth days, more than November and December combined.

After years of delivering consistent year-on-year growth, retail revenue and sales in the CJ network on Black Friday and Cyber Monday in 2021 both declined YOY while still being the largest online shopping days of the season. Product deals that came out in October and early November both effectively lowered the growth of these retail calendar stalwarts, underscoring that peak shopping season growth will likely come from tapping into the trend to shop earlier in the fourth quarter. Singles’ Day (November 11th), for example, is a global shopping event that could continue to grow its share of seasonal sales because it occurs in early November — network sales revenue on Singles’ Day 2021 increased 14% YOY and some categories, such as shoes and accessories, realised growth in excess of 30% YOY.

Shoppers this year were as comfortable as ever with making their seasonal gift purchases via smartphone, especially on Black Friday and the weekend days immediately after. On Black Friday, retail’s share of revenue from smartphones was 35% and then jumped to 37% on the Saturday and Sunday that preceded Cyber Monday. On average, smartphone sales accounted for 32% of network revenue and 36% of orders during the peak shopping season, reflecting a 14% and 6% increase, respectively. Shoppers remained engaged and active with affiliate channel messaging and promotions from Black Friday through Cyber Monday, days that account for the highest sales revenue days of the year.

Retail sales are generally the focus of the peak shopping season, but the strong return of travel bookings was an important Q4 headline story as well. After a devastating -54% YOY decline last Q4 due to pandemic restrictions and precautions, online bookings for hotel, flight, package holiday, and car rentals increased 78% YOY. Intent to travel over winter was evident in late October and early November - travel sector bookings increased an average 147% YOY during this time, primarily in flight ticket sales and car rental bookings. Package holiday bookings surged in the last week of the year, showing that many travellers are keen to enjoy travel again in the year ahead.