Holiday 2017 Insights

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Amazon, Walmart, Best Buy and Kohl’s all came out on top this holiday season. Check out how retailers fared during the season’s biggest shopping period.

Comparing 2017 to 2016, Earnest data reveals the following insights over the two weeks after Thanksgiving (Nov. 23 – Dec. 06, 2017):

Periods of comparison: 11/23/2017 – 12/6/2017 vs. 11/24/2016 – 12/7/2016
Note: We do not control for store openings/closures or acquisitions.

Across Amazon, Best Buy, Target and Walmart, Amazon gained the most market share (+2.5%) followed by Best Buy (+0.1% market share). Walmart lost 1.9% market share and Target lost 0.7% market share. 
 

Market share of total sales.
Periods of comparison: 11/23/2017 – 12/6/2017 vs. 11/24/2016 – 12/7/2016
Note: We do not control for store openings/closures or acquisitions
Online sales only.
Periods of comparison: 11/23/2017 – 12/6/2017 vs. 11/24/2016 – 12/7/2016
Note: We do not control for store openings/closures or acquisitions

Across six department stores, Kohl’s gained the most market share (+1.5%) and Macy’s lost the most market share (-1.5%).

Periods of comparison: 11/23/2017 – 12/6/2017 vs. 11/24/2016 – 12/7/2016
Note: We do not control for store openings/closures or acquisitions

Across department stores and big box retailers, Dillard’s was the only merchant that did not see an increase in online sales as percentage of total sales.

Periods of comparison: 11/23/2017 – 12/6/2017 vs. 11/24/2016 – 12/7/2016
Note: We do not control for store openings/closures or acquisitions

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