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Turkey Five 2020 Analysis: Results, Insights, and Projections for Q1

In this special report, discover how brands and retailers on Amazon and Walmart performed during the Turkey Five across category sales and advertising metrics. By Natalie Taylor December 7, 2020
Turkey Five 2020 Analysis: Results, Insights, and Projections for Q1

55% of consumers planned to do at least most of their holiday shopping online this year.

The “Turkey Five” — a term Amazon coined in reference to the five-day promotional stretch from Thanksgiving to Cyber Monday — is the culmination of Q4 holiday selling. However, with brick-and-mortar retailers scrapping their doorbuster, in-store sales events to move shoppers online for holiday purchases, the Turkey Five looked quite different this year.

With more shoppers relying on Amazon and Walmart to deliver products during the COVID-19 pandemic, brands and retailers have been ramping up their fulfillment, inventory, advertising, and promotional capabilities to prepare for significant shopper demand. 

Yet, in a retail environment that is now almost entirely online, how are consumers responding to key holiday shopping dates and e-commerce sales events? Has the appeal of “Cyber Monday” lost its weight to a holiday shopping season that has been extended into a “cyber month?” 

In this special report, Turkey Five 2020 Analysis: Results, Insights, and Projections for Q1, we examine Feedvisor customer sales and advertising data across the Amazon and Walmart U.S. marketplaces during the Turkey Five period. 

Leveraging proprietary data and consumer research, our experts identify key results and takeaways to help you benchmark your performance, understand the ongoing shifts in consumer behavior and e-marketplaces, and inform your business’s strategy for another active year ahead.

Natalie Taylor
About the Author

Natalie Taylor is the content manager at Feedvisor, where she oversees and executes on the company's content marketing strategy. Prior to her work at Feedvisor, she wrote for a B2B supermarket magazine, focusing on merchandising and marketing trends in the grocery industry.

What Will You Discover in the Report? 

  • How sales across Amazon and Walmart this year compared the Turkey Five 2019 and which product categories grew the most
  • Advertising performance metrics, including RoAS and CPCs, and which Turkey Five date saw the most impressions 
  • Statistics regarding consumers’ sentiment toward the Turkey Five as well as their purchase intent for the rest of the holiday season
  • Feedvisor’s projections for how consumer behavior and e-marketplace growth will shape the year ahead

While the peak sales dates are now behind us, there are still several weeks remaining in the holiday shopping season. By leveraging the data and statistics in this report, you will be able to effectively benchmark your performance, reassess your strategy, and make adjustments as needed to ensure you maximize your Q4 impact and drive momentum into 2021.

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