Every month, our team conducts a comprehensive analysis of DTC ecommerce metrics. Check out December 2023's metrics and find out key trends in open rates, click rates, and AOV across various industries during the holiday season.
How does the holiday season compare to BFCM in terms of ecom metrics?
We’ve crunched the numbers, and here are the results.
📊 December vs. November 2023 DTC Benchmarks
Total number of orders analyzed: 791,602 (-28.84%)
Total revenue: $74.17M (-31.48%)
December avg. revenue: $1.73M (-30.69%)
AOV (Average Order Value): $93.70 (-3.72%)
ARPU (Average Revenue Per User): $104.59 (-2.73%)
Email open rate: 51.24% (+1.24%)
Email click rate: 1.81% (-5.92%)
Top-performing categories:
Food & Drink: Minor revenue drop of 7.8% with an AOV of $100.69.
Beauty & Fitness: 37.54% decrease in revenue with an AOV of $70.64.
Sports: Significant 42.73% drop in revenue with an AOV of $135.64.
Worse-performing categories:
Apparel: 32.48% decrease in revenue with an AOV of $124.76.
Home & Garden: 20.32% drop in revenue with an AOV of $134.63.
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