The 2023 Cyber 5 period from Thanksgiving through Cyber Monday beat many retailers’ and analysts’ expectations. Amazon.com Inc. reported record-breaking results, and Buy Buy Baby relaunched its ecommerce website just weeks before Black Friday.  

 U.S. consumers spent $38 billion over the Cyber 5 period, a 7.8% increase year over year, according to Adobe Analytics. Adobe bases its estimates on more than 1 trillion visits to U.S. retail sites in 18 categories. Its clients include more than 85 of the 100 leading online retailers in North America according to Digital Commerce 360. 

Retailers reported mixed results, though many said sales during the period exceeded their expectations. Total sales surpassed Adobe’s projection of $37.2 billion for the five-day period. For many retailers, 2023 has been about coping with budget-conscious consumers who are choosier about how to spend their discretionary income. That led to forecasts of muted sales, but consumers showed they were prepared to spend for the holidays.  

 Digital Commerce 360 heard from Adore Me, Meble Furniture, Buy Buy Baby, and other retailers on how they performed during one of the biggest sales periods of the year, and how those results will impact the rest of the holiday season.