“The term ‘Cyber 5’ reflects the extended
Kevin Kirby
promotional period that defines today’s
holiday shopping environment and
underscores the importance of
eCommerce within it. Retailers and
brands should not overlook eCommerce
during this time, as online sales
volumes have scaled substantially
across many categories and
increasingly influence in-store behavior.
In 2025, success will require more than
just eCommerce fundamentals like instock products, strong product content,
and sound promotional strategy.
Winning brands will also need to
consider emerging influence points and
shopping channels, including social
commerce and AI-driven shopping.“
Jack O’Leary
Director, eCom Insights, NIQ
“Brands and retailers cannot misstep
during critical shopping periods like
Cyber 5. Understanding
demographic and behavioral
patterns during these events, as well
as the channels and categories
driving the most growth, is essential
to building a winning strategy.
Success during Cyber 5 will define
performance for the entire holiday
season, Q4, and the full year for
many organizations.”
Director, Digital Purchases, NIQ
