Cyber 5, the name bestowed on the sales window from Thanksgiving to Cyber Monday, has become a massive tentpole event that is critically important to holiday-season success for many brands.
More than 200 million U.S. consumers shopped over the extended Cyber 5 weekend in 2023, a 1.8% increase over 2022, according to the National Retail Federation. The total included 121.4 million people who visited physical stores.
Total online spending reached $38 billion during this period, a 7.8% increase from the previous year, according to Adobe Analytics. (In-store spending estimates for the period were unavailable.)
Based on those traffic totals, it’s critical for brands to win both online and offline during this five-day event. And setting up an effective retail media strategy will go a long way toward driving success in both places.
The following special report from the Mars Ecommerce team presents five steps brands should take to master retail media activation and another five steps to achieve omnichannel success during this critical sales window.
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