Black Friday didn’t end on Friday. Dusk, Cadbury’s & Abercrombie all doubled their visits vs last year, with Sol de Janeiro, Bose and Laura Geller managing the same in the US.

The Black Friday ecommerce event really stretches, from at least Thanksgiving Day through Cyber Monday – known as the Cyber 5. The latest in our series of reports on what happened this year focuses on ecommerce retail and direct-to-consumer brands that grew the most, compared to the 5-day period last year.

Key takeaways

  • In the UK, sites that more than doubled their Cyber 5 traffic spanned 3 different industries: retailer Dusk ( within Home Retail, Cadbury Gifts Direct ( within Groceries, and Abercrombie & Fitch ( within Fashion. Within Beauty, Sephora ( did almost that well, with 95% year-over-year growth.
  • In the US, beauty brands Sol de Janeiro ( and Laura Geller ( more than doubled their traffic along with Consumer Electronics retailer Bose (
  • The Travel industry experienced good levels of growth in the UK this Cyber 5, exemplified by Love Holidays’ ( growth of 51% YoY.
  • While the Fashion industry saw overall declines vs last year, there were some success stories. Along with Abercrombie & Fitch (, 3 other brands saw traffic increases of over 50% – Represent (, EGO ( & UGG (

Growing fastest in the UK

Here are the fastest-growing Cyber 5 players in the UK, with percentage growth plotted against traffic for the period.

Cyber 5 UK: Fashion & Apparel

Cyber 5 UK: Home Goods Retail

Cyber 5 UK: Beauty & Cosmetics

Growing fastest in the US

Here is the comparable chart for the United States.

The Similarweb Insights & Communications team is available to pull additional or updated data on request for the news media (journalists are invited to write to When citing our data, please reference Similarweb as the source and link back to the most relevant blog post or

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Report By: Inès Durand, Senior Insights Manager