Is Hype Around Black Friday and Cyber Monday Blinding You to the Bigger Seasonal Spending Picture?

As everyone within the industry is painfully aware, two days matter substantially more than most when it comes to online apparel sales. Even a brief glance at the average annual sales chart shows that Black Friday and Cyber Monday are genuine outliers in terms of total consumer spend, and have the potential to make or break your retail year.

With the annual media and marketing frenzy surrounding these twin spending peaks, it’s no surprise that they tend to dominate the thoughts of consumers, retailers, and industry analysts alike. There is, however, a wider seasonal spending picture hiding behind them – one that we’ve been exploring by digging a little deeper into average daily sales volume throughout the year. Continue reading “Is Hype Around Black Friday and Cyber Monday Blinding You to the Bigger Seasonal Spending Picture?”

3 Reasons Why Millennials Should Be Your Key Holiday Target Market

From small online t-shirt stores to booming international brands, the holiday season is a defining part of the e-commerce year for anyone selling fashion online. With Black Friday and the Christmas period typically accounting for nearly 20% of yearly sales, it’s also a time where you need your consumer targeting to be absolutely on point – small percentage changes drive outsize revenue over this period.


Fit Analytics sales data sales revenue by month and demographic segment with millennial holiday spend.
Source: Fit Analytics sales data from 3 major US brands, 2014-present.

With an election cycle in full swing, Millennials (those born between 1980 and 2000) have been dominating the headlines over the last twelve months, and we suspected that they might be playing a hugely significant role in retail results as well. We deal in data rather than best guesses at Fit Analytics, so we decided to dive into the numbers for some definite answers. Continue reading “3 Reasons Why Millennials Should Be Your Key Holiday Target Market”