Cyber Monday 2021 USA: Which brands are winning over online shoppers?

Cyber Monday was projected to be the largest online shopping day in US history last year. Adobe estimated  that Cyber Monday 2020 sales reached  $10.8 billion, a 15.1% increase from 2019. Analysts are forecasting that this year, even with economies and physical shops more open and pandemic-exacerbated supply chain chaos creating strains in every corner of retail, could break sales records again.  

What that means for consumer brands is being visible online on Cyber Monday is crucial to ride the wave of shopper traffic and lock in vital Q4 sales.

Edge by Ascential  returns to the search terms we analyzed on Black Friday,to see who is dominating internet retail on a potentially record-breaking day for US ecommerce.


 
Consumer Electronics


Winners (Greatest average weighted share of search* on Amazon, Best Buy and Walmart)

 

Winning Brands

TV Search Terms

TV

Smart TV

Television

Black Friday

Samsung

Samsung

Samsung

Cyber Monday

Samsung

Samsung

Samsung

 

After a stunning performance on Black Friday, Samsung triumphed again as the best-performing TV brand on Cyber Monday. It lost one top 3 listing on Amazon for the term “TV” to Amazon’s own product but took one top 3 position from TCL on Walmart. 

For “Smart TV”, Samsung again dropped to 2 of the top 3 on Amazon while  TCL  gots its revenge on Walmart by stealing back a top 3 place from Samsung.

Samsung’s share of the top 10 on Best Buy for “Television” dropped from 70% on Black Friday to 20% on Cyber Monday. Insignia was the biggest beneficiary, increasing its share to 30%. Samsung, however, took the 2 top positions on Amazon for “Television” from Sony. It also continued its battle with TCL for Walmart’s top 3, this time pushing TCL out.

Winners (Greatest average weighted share of search* on Amazon, Best Buy and Walmart)

 

Winning Brands

Electronics Search Terms

Laptop

Headphones

Wireless Headphones

Bluetooth Speaker

Black Friday

Apple

Beats by Dre

Tuniyo

Oontz

Cyber Monday

Dell

Beats by Dre

Tuniyo

Bose

 

Apple was nowhere to be seen in the top 10 on Amazon for “Laptop”, despite leading the way on Black Friday. Instead, Dell claimed 2 top 3 sponsored search positions, ahead of HP. Similarly Bose grabbed the top 3 search results from Oontz on Cyber Monday for the term “Bluetooth Speaker”, growing its total share of the top 10 to 50%.

Beats by Dre and Tuniyo held onto their top 3 search positions for the terms “Headphones” and “Wireless Headphones” respectively. Outside of this, Donerton and Anker dropped from the top 10 for “Wireless Headphones”, replaced by Deegotech and Sony.
 

 

Household Appliances


Winners (Greatest average weighted share of search* on Amazon, Target and Walmart)

 

Winning Brands

Coffee Machine Search Terms

Coffee Maker

Espresso Machine

Black Friday

Cuisinart

Nespresso (Breville)

Cyber Monday

Cuisinart

De’Longhi

 

Cuisinart, top-performing brand for “Coffee Maker” on Black Friday, held on to that position on Cyber Monday. It increased its share of top 10 on Amazon to 50% and featured in all of the top 3 sponsored positions. Cuisinart did not appear in the top10 on Target which was led by Mr. Coffee, as was the case on Black Friday.

De’Longhi passed Nespresso (Breville) for the term “Espresso Machine”. Nespresso (Breville) lost the top 3 positions on Amazon which were split between De’Longhi, Calphalon and Wirsh. De’Longhi, however, lost one of its top 10 positions on Target as Capresso entered the top 10.
 

Winners (Greatest average weighted share of search* on Amazon, Target and Walmart)

Winning Brands

Household Appliances Search Terms

Air Fryer

Vacuum Cleaner

Mattress

Microwave

Black Friday

NuWave

Shark

Tuft & Needle

Winia

Cyber Monday

NuWave

iRobot

Tuft & Needle

Panasonic

 

In the Air Fryer category, NuWave built on its Black Friday performance to grow its share of search in the top 10 to 40%, as well as retaining the top 3 search positions. Tuft & Needle also maintained the top 3 for “Mattress” keeping itself as the most visible brand.

There were significant changes for the popular term “Vacuum Cleaner”. Shark lost all of its 50% share from Black Friday, this allowed Hoover to grow to a 30% share of search. However, it was iRobot that capitalized the most, gaining the entire top 3 sponsored search positions.

“Microwave” saw similar large changes in key positions as Winia dropped out of the top 10 with Panasonic growing its share of the top 10 from zeo to 50%.

 

Health & Beauty


Winners (Greatest average weighted share of search* on Amazon, Target and Walmart)

 

Winning Brands

Hair Styling Appliance Search Terms

Hair Dryer

Curling Iron

Black Friday

Revlon

Conair

Cyber Monday

ghd

Conair

 

Revlon was narrowly edged out by ghd as the brand which the greatest share of search* for “Hair Dryer”. Revlon share of the top 10 on Amazon fell from 70% to 20%, while ghd attained the top 3 sponsored search positions. This alone was enough to send ghd to the top.

Conair continued its domination of the term “Curling Iron”, while it’s share of the top 10 on Amazon fell from 30% to 20%, it maintained a 50% share of Walmart’s top 10 and 2 of the top 3 search results on Target.
 

Winners (Greatest average weighted share of search* on Amazon, Target and Walmart)

 

Winning Brands

Health & Beauty Search Terms

Electric Toothbrush

Lipstick

Mascara

Vitamin Supplements

Black Friday

Oral-B

Maybelline

Maybelline

Pedialyte

Cyber Monday

hum by Colgate

Revlon

L’Oreal

Garden of Life

 

It was all change in other Health & Beauty categories where none of the leading brands, for the search terms analyzed, retained their winning positions on Cyber Monday.

Oral-B is frequently the most visible brand during shopping events for “Electric Toothbrush”, however, hum by Colgate surpassed this year on Cyber Monday, gaining the top 3 sponsored results. 

Maybelline lost its leading position from both “Lipstick” and “Mascara”. Revlon’s share of top 10 for “Lipstick” rose from 10% on Black Friday to a giant 60% on Cyber Monday, with Maybelline falling out of the top 10. Maybeliine’s share for “Mascara '' fell to 40%, matching L’Oreal, however L’Oreal’s share included the top 3 returning products.

Garden of Life grabbed the top 3 sponsored search positions for “Vitamin Supplements” grabbing the title of best-performing brand away from Pedialyte.

Toys


Winners (Greatest average weighted share of search* on Amazon)

 

Winning Brands

Toy Search Terms

Board Games

Jigsaw Puzzles

Toys

Toddler Toys

Dolls

Remote Control Car

Black Friday

Osmo

Fred

Osmo

Osmo

Barbie

Bezgar

Cyber Monday

Thinkfun

Fred

Osmo

Osmo

Barbie

Power Wheels

 

Osmo performed well again in Toy categories on Cyber Monday but not as well as Black Friday. It kept a 60% share of the top 10, and the top 3 sponsored results, for “Toys” but its share of top 10 for “Toddler Toys” shrank from 70% to 40%. However, this again included the top 3 most visible products.

Osmo lost this top 3 sponsored products row for “Board Games” to Thinkfun for “Board Games”, making Thinkfun the top performer. There were no such issues for Fred or Barbie, which retained their top 3 sponsored results for “Jigsaw Puzzles” and “Dolls” respectively.

Power Wheels took the key positions for “Remote Control Car '' away from Bezgar.

Pet


Winners (Greatest average weighted share of search* on Amazon)

 

Winning Brands

Toy Search Terms

Dog Toys

Dog Treats

Cat Toys

Cat Food

Black Friday

goDog

Purina

Emmeliestella

Hill’s

Cyber Monday

Playology

Purina

Potorama

Hill’s

 

Our Pet Food themed terms “Dog Treats” and “Cat Food” had the same leading brands on Cyber Monday, Purina and Hill’s, as Black Friday.

For “Dog Toys”, we again saw a large diversity of brands in the top 10, with a small amount of overlap to Black Friday. Playology’s top two returning products was enough to see it replace goDog.

Potorama grew its share from 10% on Black Friday to 60% on Cyber Monday. ts Floppy Fish Cat Toy occupied the top search positions crowning its best-performing brand this year for “Cat Toys”.
 

Early data from Adobe suggests that Black Friday 2021 sales look to have been disappointing as people have started their holiday shopping early. However, retailers and manufacturers must still keep focused on the rest of the holiday shopping season. Priority must be ensuring stock availability and supporting partners with last mile logistics as the supply chain crisis and unprecedented shortage of computer chips will rumble on into the new year and beyond.

In addition, there is the fast-changing COVID-19 context. The threat of greater social restrictions in the run up to Christmas to curb the spread of the recently identified Omicron Covid-19 variant could put even greater pressure on ecommerce - an opportunity for the consumer brands that are able to accommodate.    

 

*Weighted share of search is weighted so that products nearer the top of the search results are given a greater percentage share than results further down. The weighting is exponential for rankings from 1st to 10th


All data from Edge by Ascential Digital Shelf. Request a demo to see how you can track, manage and optimise your online performance on Amazon and across the websites you sell on.

Chris Elliott
Article by:
Chris Elliott
Senior Insight Manager
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