Cyber Week 2024: the official Australia recap

As we wrap up another Black Friday and Cyber Monday, it’s clear that Cyber Week continues to be a pivotal retail event for Australian businesses in 2024. This year, we saw growth in sales and clicks compared to last year, with jewellery, apparel & accessories, and home improvement being the top-growing verticals. Most of Rakuten Advertising’s top clients have outperformed compared to last year, wrapping up the 2024 Cyber Week with a smile on their faces.

It’s Still Full of Potentials!

Black Friday and Cyber Monday have once again proven their significance, with sales figures continuing to climb. According to Bain & Company , the US market is expected to see a 5% year-on-year growth in 2024. Here in Australia, we’re witnessing a similar trend. Our data shows a year-on-year growth rate on par with the US predictions, alongside a solid 30 % increase in clicks.

Interestingly, although the total order number is up by 13%, the average order value (AOV) has been much softer. This indicates that shoppers are getting savvier at finding deals and are increasingly aggressive in their bargain hunting. It’s a clear sign that consumers are getting smarter with their spending, making the most of the discounts available during these key retail events.

 The Top-Growing Verticals are Jewellery, Apparel, and Home Improvement

When it comes to the top-performing verticals, jewellery, apparel & accessories, and home improvement have come out on top. Jewellery wins the fastest growing title with a 102% YoY growth in sales, with apparels & accessories in a tie with home improvement, both sitting at 37% YoY.

Out of these three fast-rising verticals, only the average order value for apparels & accessories is much softer than other indices, suggesting that fashion shoppers are not only looking for deals but are also succeeding in finding them, reflecting a shift in consumer purchasing strategies.

Our Top Clients Are Smiling

The strong Black Friday and Cyber Monday is also evident in the performance of our top 25 clients. Over 70% of them have seen strong growth, with one international fashion retailer achieving 270%+ and another global e-commerce platform achieving 253%+ YoY growth in sales, outperforming and outdelivering with exceptional results. These figures underscore the importance of strategic planning in affiliate marketing during these key retail events.

Black Friday Highlight

On Black Friday, we saw a particularly strong performance in the apparel & accessories vertical. However, with a 9% increase on the items per order YoY, the average order value was slightly softer, once again showing that consumers are accustomed to finding significant savings in this vertical.

Additionally, we observed a notable spike in the home & garden on Black Friday against last year. This sector showed a closer tie between the average order value and items per order, indicating a balanced approach by consumers who are both value-conscious and eager to make the most of the deals available.

Cyber Monday Call Outs

Cyber Monday continued the trend of strong growth, particularly in the home & garden vertical. This category saw a 22% increase on the items per order YoY, suggesting that consumers are more bargain-driven as Cyber Week progresses.

Within the apparel & accessories sector, the footwear category experienced a significant surge on Cyber Monday, accounting for 12% of the total order shares of the day, which was 60% higher than previous week. Interestingly, there was a slight increase in the average order value and a flat number of items per order, indicating a heightened demand for footwear this year.

Stay Close to the Trends

Despite the strong performance of Singles’ Day, Cyber Week continues to hold its ground, demonstrating its significance in the Australian retail landscape. The growth observed through these brands and publishers showcases that affiliate marketing remains one of the strongest channels for leveraging these events. Having the right partners during these top shopping moments can help brands capitalise on opportunities, and Rakuten Advertising is always ready to offer brand-aligned key strategies, ensuring that retailers can continue to thrive in an increasingly competitive market.

Here’s to another successful year and even greater achievements in 2025!