Cyber 5 Front Runners: US Vitamins & Supplements

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 Vitamins & Supplements

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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!


The top 3 retailers for Vitamins in the US are Amazon, Vitacost, and "now" is the only brand making all three lists, while Nature Made, Garden of Life, and house brands make only two of the three lists. None of Amazon's house brands make the Top 5. As a highly profitable, but also somewhat commoditized category, there is a lot of fragmentation as remaining brands on the Top 5 lists tend to be more niche or prominent at fewer retailers. The fragmentation means that this category will be highly dynamic during Cyber 5, with scrappier brands driving promotions and advertising to capitalize on the 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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