Cyber 5 Front Runners: US Facial Tissues

The 5 days from Thanksgiving to Cyber Monday are often referred to as the "Cyber 5" and are some of the biggest retail sales days of the year. They serve as a barometer for the holiday season overall, and can serve as a market share launchpad for brands who choose to strategically activate.

Cyber 5 Front Runners: US Facial Tissues

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While category leadership pre-Cyber 5 doesn’t guarantee leadership during and post-Cyber 5, it is certainly the most favorable position to drive going into the holiday season. 

Below you will find the Cyber 5 Front Runners in this category across the top 3 US category retailers. We will be tracking the ecommerce performance of these and other top category brand leaders in the days leading up to Thanksgiving and during the Cyber 5 weekend, and will recap the Cyber 5 Finalists that emerge victorious post-event!

Facial Tissues

The top 3 retailers for facial tissues in the US are Amazon,, and Looking at the rankings of the top 5 brands at each retailer, what's immediately striking is the lack of 1P assortment on and, which is matching in-store assortment rather than taking advantage of the infinite digital shelf. Kleenex and house brands are on all three lists, while Puffs appears on Amazon and Solimo, one of Amazon's more successful house brands, makes the Amazon Top 5 - watch for this brand to move up the rankings as the Cyber 5 approach and Amazon gets more aggressive with their support. Otherwise, we may not see too much movement in this category unless there are promotions planned from some of these brands to take advantage of holiday traffic. 

Source: Edge by Ascential Market Share & Jumpshot: L12 Category Rankings w/c 10/20

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Interested in more insights on the brand leaders and retail holiday event performance of this category?

Complete the form below to download a complimentary deep-dive Cyber 5 Front Runners Category Performance Snapshot as well as our 2020 Digital Commerce Strategy Planning Guide for trends, case studies, best practices and more.

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Cyber 5 Front Runners: Featured Categories

Want to check out the Cyber 5 Front Runners of one of the other 11 categories we're featuring? Visit our Cyber 5 Front Runners homepage.

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