Analytics

2023 BFCM Benchmark Data by Vertical

BFCM benchmark data by industry. Featuring CVR, add-to-cart rate, and revenue per session data from The Elevar Index™.

2023 BFCM Benchmark Data by Vertical

Kayle Larkin

Head of Marketing

Shopify merchants smashed BFCM records this year with a 24% increase in sales over 2022!

We understand how vital it is for you to benchmark your success, not just against internal metrics but also in comparison to your specific vertical.

This article provides a high-level view of BFCM benchmark data by vertical. Focusing on conversion rate, add-to-cart rate, and revenue per session [The Elevar Index™].

Black Friday Conversion Rate

Across all industries, we found that the median conversion rate on Black Friday (November 24, 2023) is 6.42%.

black friday conversion rate data by industry_Elevar graph
Custom graph by Elevar, November 2023.

Average Conversion Rate by Vertical

Vertical Conversion Rate
Clothing 5.15%
Accessories & Jewelry 6.67%
Footwear 5.41%
Beauty 8.55%
Home & Furniture 3.92%
Electronics 5.54%
Baby & Kids 5.14%
Toys & Games 4.03%
Arts & Crafts 4.29%
Sporting Goods 3.36%
Luggage 2.88%
Books & Music 6.37%
Pet Supplies 5.72%
Food & Drinks 9.30%
Supplements 9.92%

Black Friday Add to Cart Rate

Across all industries, we found that the median number for add-to-cart rate on Black Friday (November 24, 2023) is 39.63%.

black friday add to cart rate benchmark_Elevar graph
Custom graph by Eelvar, November 2023.

Average Add-to-Cart Rate by Vertical

Vertical Add to Cart
Clothing 41.16%
Accessories & Jewelry 44.47%
Footwear 21.72%
Beauty 65.03%
Home & Furniture 19.63%
Electronics 10.74%
Baby & Kids 44.16%
Toys & Games 31.33%
Arts & Crafts 41.75%
Sporting Goods 21.58%
Luggage 11.79%
Books & Music 37.32%
Pet Supplies 32.73%
Food & Drinks 58.42%
Supplements 48.24%

Black Friday Revenue per Session

Across all industries, we found that the median number for revenue per session on Black Friday (November 24, 2023) is $7.30.

black friday revenue per session benchmark_Elevar graph
Custom graph by Elevar, November 2023.

Average Revenue per Session by Vertical

Vertical Rev per Session
Clothing $6.80
Accessories & Jewelry $5.84
Footwear $6.50
Beauty $7.79
Home & Furniture $7.67
Electronics $4.99
Baby & Kids $8.04
Toys & Games $4.10
Arts & Crafts $8.75
Sporting Goods $7.42
Luggage $7.32
Books & Music $3.73
Pet Supplies $4.82
Food & Drinks $8.53
Supplements $9.25

Final Thoughts

While the insights above provide a snapshot, we invite you to review the full data available for a more granular understanding of your vertical.

The Elevar Index™ is a one-of-a-kind benchmark that provides actionable benefits from a brand network totaling over $10 billion in gross merchandise value (GMV.)

Staying up-to-date, testing, and adapting is crucial for brands in e-commerce. Subscribe to The Conversion Tracking Playbook on Spotify or Apple for regular tracking, analytics, and conversion optimization episodes.

New to Elevar? We automate server-side conversion tracking for Shopify. Learn more about us!

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