November and December are the most important months in eCommerce. Between Black Friday, Cyber Monday, and the holiday season, they often determine how the entire year closes. But while everyone expects a sales surge, performance varies widely across categories - and timing matters more than ever.
Looking at aggregated data across eCommerce verticals, we see clear shifts between discount-driven behavior in November and gift-oriented shopping in December. Here’s what the numbers say and what online stores can learn from them heading into this year’s peak season. The figures show how each category performed compared to its annual average sales in 2024.
November: The Black Friday Boost
November remains the king of eCommerce growth, with most categories showing double-digit increases versus their annual averages.
Electronics (+45%) led the charge, confirming its position as the hero category of Black Friday and Cyber Monday campaigns. Shoppers hunt for big-ticket deals on smartphones, laptops, and accessories - often buying early for themselves or as planned gifts.
Furniture, Home & Deco (+35%) and Health & Beauty (+36%) also performed strongly. These categories benefit from both discounts and early gift shopping.
Apparel & Accessories (+32%) and Food & Beverages (+24%) followed closely, highlighting that November is not just about tech - lifestyle and indulgence also see a lift.
Interestingly, Arts & Entertainment was the only category to decline in November, likely because buyers postpone entertainment-related purchases until December when gifting and family activities peak.
As Black Friday fades, shopper behavior shifts dramatically in December. The focus moves from “best deals” to “best gifts.”
Apparel & Accessories (+31%) and Arts & Entertainment (+35%) were the biggest winners in December. Fashion, entertainment, and hobbies all thrive as consumers look for meaningful presents.
Vehicles & Parts (+24%) also performed well, suggesting continued demand for lifestyle and automotive upgrades - perhaps driven by post-holiday self-gifting.
Food & Beverages (+16%) remained solid, fueled by festive gatherings and gourmet gifting.
On the flip side, categories tied to practical or self-use items dropped off:
Office Supplies, Sporting Goods, Animals & Pets, and Hardware all saw declines as attention shifted away from routine purchases.
The contrasting patterns between November and December highlight how purchase intent evolves throughout the holiday season:
November = Price sensitivity and deal-hunting. Shoppers are comparison-driven, often starting their holiday lists early.
December = Emotion-driven and convenience-focused. Shoppers prioritize availability, gift ideas, and fast delivery.
Tailor recommendations and messaging by period.
In November, surface “Top Deals,” “Most Popular,” and “Limited-Time Offers.” In December, shift toward “Great Gifts For...” and “Last-Minute Finds.”
Leverage behavioral data.
Use tools like Aqurate Personalize to show products based on browsing intent - e.g., recommend premium alternatives or complementary items once discounts fade.
Don’t let December lag.
Many retailers see a post–Black Friday dip, but categories like Apparel and Arts show that strategic gifting campaigns can sustain growth all month long.
Plan inventory and promotions accordingly.
Electronics and Home & Deco should frontload discounts in November, while Apparel, Entertainment, and Food should maintain promotional activity even into late December.
Black Friday drives traffic, but December converts emotion. Understanding which categories peak - and when - allows eCommerce brands to fine-tune campaigns, inventory, and recommendations to capture both waves of demand.
As we approach another holiday season, the lesson is clear: timing and personalization win. Whether through smarter product recommendations, adaptive messaging, or data-informed planning, online stores that anticipate shopper behavior will always be a step ahead.