As the dust settles on the peak of 2024 holiday season, it’s clear that retail brands in the Americas are continuing to evolve their strategies to meet changing consumer behaviors. Over the Cyber 12 key holiday period, encompassing the 7 days prior to Thanksgiving through Cyber Monday, we observed an impressive 13% year-over-year (YoY) growth in retail revenue.
While this growth underscores the strength of optimizing strategic partnerships and timely promotional efforts during the holiday season, where exactly did this growth come from?
The Rise of Pre-Thanksgiving Promotions
The most striking takeaway from the data is the 21% YoY growth in revenue during the Pre-Thanksgiving period—the seven days leading up to Thanksgiving. Throughout the retail industry, this surge reflects a significant shift in consumer behavior, as brands moved promotions earlier to account for 2024’s shortened shopping window between Thanksgiving and Christmas.
With Thanksgiving falling later in the month this year, retailers strategically adapted, launching deals earlier to ensure consumers had ample time to shop. This proactive approach paid off, with Pre-Thanksgiving capturing 40% of the total Cyber 12 revenue, up from 37.4% in 2023. 
Steady Gains on Key Shopping Days
While Pre-Thanksgiving led the charge, traditional shopping days like Black Friday and Cyber Monday continued to play a vital role:
- Black Friday recorded a 9% YoY growth, maintaining its position as a major revenue driver despite a slight decline in share (from 18.2% in 2023 to 17.6% in 2024).
- Cyber Monday, a perennial favorite, grew by 10% YoY, accounting for 14.8% of total Cyber 12 revenue.
- Similarly, Cyber Sunday mirrored Cyber Monday’s performance with 10% YoY growth, demonstrating the increasing importance of this “bridge day” for brands and partners alike.
Looking Ahead
This year’s Cyber 12 results highlight the critical role of partnerships in helping brands optimize their promotional strategies across an extended holiday season. By aligning with partners and adapting to changing consumer behavior, brands can continue to drive significant growth.
As we move into 2025, these insights will be essential for fine-tuning strategies that maximize revenue opportunities during key shopping periods. Partnerize remains committed to supporting brands and partners in leveraging data, automation, and innovation to stay ahead of the curve.
Want to learn more about how to optimize your partnerships’ holiday performance? Check out our holiday shopping hub right here.
