How does the holiday season compare to BFCM in terms of ecom metrics?
We’ve crunched the numbers, and here are the results.
📊 December vs. November 2023 DTC Benchmarks
Total number of orders analyzed: 791,602 (-28.84%)
Total revenue: $74.17M (-31.48%)
- December avg. revenue: $1.73M (-30.69%)
- AOV (Average Order Value): $93.70 (-3.72%)
- ARPU (Average Revenue Per User): $104.59 (-2.73%)
- Email open rate: 51.24% (+1.24%)
- Email click rate: 1.81% (-5.92%)
Top-performing categories:
- Food & Drink: Minor revenue drop of 7.8% with an AOV of $100.69.
- Beauty & Fitness: 37.54% decrease in revenue with an AOV of $70.64.
- Sports: Significant 42.73% drop in revenue with an AOV of $135.64.
Worse-performing categories:
- Apparel: 32.48% decrease in revenue with an AOV of $124.76.
- Home & Garden: 20.32% drop in revenue with an AOV of $134.63.
Authored by
Tresl Data Science Team
George Sylvain
George Sylvain is a San Francisco-based DTC expert and co-founder of Social Print Studio, known for transforming e-commerce strategies into success stories. Visit his insights on AI and Shopify at www.georgesylvain.com.
Sharad Thaper
Alex Greifeld
