Always Discounting During The Cyber Monday Window

The past two days required a study of Thanksgiving - Cyber Monday activity.

Today, let's look at the share of volume going to items selling below their historical average price point, by year, for the brand we've been studying.

2014:

• Nov = 25%.
• Cyb = 33%.
• Dec = 28%.

2015:

• Nov = 17%.
• Cyb = 31%.
• Dec = 20%.

2016:

• Nov = 22%.
• Cyb = 35%.
• Dec = 20%.

2017:

• Nov = 22%.
• Cyb = 27%.
• Dec = 17%.

2018:

• Nov = 27%.
• Cyb = 34%.
• Dec = 24%.

That's a consistent story, isn't it? This brand is always trying to get customers to buy during the Thanksgiving - Cyber Monday window by marking down items.

Study your Gross Margin metrics and determine if what you are doing is effective? Who cares if you gain market share during a six-day window if the market share gained results in damage to your Gross Margins?