December 2023 Benchmark Report

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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