John Fetto on LinkedIn: Sales on TractorSupply.com were down 5% yesterday July 2nd versus last… (2024)

🚜 More data flowing in: Tractor Supply has seen a notable erosion in market share in the days following the company's announcement that they are abandoning DEI roles and commitments to carbon emissions. After a single day spike the day after the announcement, share dropped to the lowest level in three months on July 4th. Read more: https://lnkd.in/eAdW258e

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Lots going on in e-commerce this week with summer sales, VIP sales, Fourth of July sales and more! Check it out:💎 Next UK: Next.co.uk's VIP summer sale on July 3 generated an estimated $11 million in sales, matching December 18's peak, and showing a 60% increase from the previous Wednesday. The appointment-driven sales model is unique and effective for Next.🇺🇸 KommandoStore: Kommandostore.com's Independence Day sale from July 1-6 peaked on July 3, reaching $535K—its highest in nearly a year. The sale saw a 144% increase compared to the previous week, driven by patriotic-themed promotions.🧘♀️ Vuori: VuoriClothing.com's end-of-season sale started July 2, doubling revenue to over $1 million compared to the previous Tuesday. This $500K boost reflects effective customer mobilization through timely promotions.👟 Allbirds: Allbirds.com's Summer Sale from June 29 to July 3 doubled sales from the previous week, peaking at over $730K on July 1—the site’s best since Cyber Monday. Despite advertised discounts of up to 50%, Grips Intelligence found the average discount was around 20%.👛 Betsey Johnson: BetseyJohnson.com saw a 74% sales increase from July 1-3, driven by Fourth of July sales and renewed interest in Kitsch phone bags, resulting in a revenue boost of over $150K.✨ Hirshleifers: Luxury retailer Hirshleifers saw a sales spike on July 1, with online revenues 20 times higher than the previous week, likely driven by budget-conscious shoppers attracted by discounts up to 70%.⌚ Christopher Ward: ChristopherWard.com achieved $2.95 million in sales on July 3, a 230% increase from the previous week, with an exclusive preview sale featuring discontinued and "nearly new" models.👢 Tecovas: Tecovas.com's Fourth of July sale on July 3 generated $734K—a 120% increase from the previous week—by highlighting top-selling products and holiday-themed promotions.Source: Grips Intelligence

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📣 We have data on the initial impact of the announcement by Tractor Supply Company!On June 28th, the day after the the company announced it would eliminate diversity-focused roles and abandon its carbon-emission targets, sales on TractorSupply.com rose 23% versus the previous Friday and marked the best single sales day in a month for TSC. That good news was short lived though: After an uneventful, typical weekend, sales on Monday July 1st were down 10% week-over-week suggesting that as news of the decision spread, a backlash may be mounting. We need more time to determine the long-term impact, but initial data suggests that TSC customers are just as polarized as the rest of the nation. Read more:https://lnkd.in/eAdW258e#tractorsupply #diversityandinclusion #climatechange

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👀 Here are the e-commerce sites that caught my eye this week: Zara.com: Zara’s summer sale is here. Launching only at 9PM on June 26th, the first wave of purchases were enough to push revenues just over $8 million, an increase of 38% versus the Wednesday prior. Estimated one day revenue boost: $2.2 millionMacCosmetics.com: The three day flash sale from June 22-24 resulted in a combined $2.8 million in revenues, almost triple what the site brought in the week prior. Estimated three day revenue boost: $1.9 millionLillyPulitzer.com: Surprise! Lilly Pulitzer is offering discounts of up to 60% online and in store. The unannounced three day sale began on June 26th and sales shot up to $1.3 million, an increase of 430% versus a week earlier. The last time the brand had a similar surprise sale was in April and day 1 sales topped $2.1 million, so by comparison, this latest event is underwhelming. Estimated one day revenue boost: $1 millionKeurig.com: As you may have seen, this one had us scratching our heads. Keurig ran a 30% off sitewide sale from June 21-23 which boosted sales 14% above average for comparable days. So when the site followed up with a 25% off sitewide sale on the 24th, we were surprised to see that sales rose 31% higher than a typical Monday. Follower feedback suggests that the secret may be in the more prominent placement of “free shipping” in their promotions. Estimated one day revenue boost: $238K There were over 800 sites that triggered our anomaly alert in the last week, including: Reebok.com, Sodastream.com, Spanx.com and more.

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Curious thing I saw in our data this morning...Between June 21st and 23rd, Keurig offered shoppers 30% off sitewide on Keurig.com, and sales rose a modest 14% above average. Immediately after that sale ended on the 24th, Keurig launched a 25% off sale (also sitewide), but this time sales shot up 31% higher than average. Take a look at two emails Keurig sent to their customers to promote each sale. Was is the "cool summer savings" that increased sales or something else?

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Really interesting analysis on the significant financial impact of Apple's ATT move on e-commerce.

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Update: We have data now for the first four days of Walmart+ week and things aren't improving. Comparing revenues on walmart.com from June 17th through the 20th to the week prior, Grips Intelligence reports that sales are up just 1.2%. But when comparing this week's performance to the average from the previous four weeks, we note that sales are actually DOWN 1.3%. Check back next week for a final update.

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🛒 What's happening in e-commerce this week? A lot!🔥 There were at least three companies that enjoyed a $1 million+ boost in sales last week due to promotions or other events. Take a look below:Nintendo.com: Sales on Nintendo.com jumped 40% on June 18th, the day of the Nintendo Direct event, which featured the announcement of several highly anticipated games. Daily sales reached $7 million, much of which likely went to orders or pre-orders for new games like "Super Mario RPG," "Metroid Prime 4" and "The Legend of Zelda: Oracle of Ages/Oracle of Seasons" remakes. Estimated one day revenue boost: $2 millionAdidas.de: Germany is not only hosting the 2024 Euro, they’re also favored to win. Adidas, sponsor of team Germany, is already enjoying a marketing victory. In the six days since the start of the tournament, sales on Adidas.de have triggered our anomaly alert *4 times* due to higher than average sales. In fact, sales since the 14th are up almost 40% week-over-week. Estimated Euro-induced revenue boost (6/14-6/19): $1.5 millionSweatyBetty.com: Sweaty Betty's “50% or More” sale launched on June 13th, and since then online sales have more than doubled. In fact, sales on June 17th were the highest single day for the site in almost a year. Estimated 7-day revenue boost: $1.2 millionBeautyBrands.com: BeautyBrands.com had their best single day in almost a year generating $292K in sales on June 19th. That's an increase of 560% versus their Wednesday average. The spike coincides with the launch of their liter sale which offers up to 70% off every liter-sized product. The sale runs through August 4th. Estimated one day revenue boost: $246,000 There were over 650 other sites that triggered our anomaly alert in the last week, including: beckettsimonon.com, ray-ban.com, camper.com, ecoflow.com and more. Let me know if there are any you want me to check out.

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It's Walmart+ week and I've been keeping my eye on Walmart.com waiting for a spike in sales for the much hyped event. But the data isn't showing any movement so far. In fact, sales on Monday and Tuesday this week are virtually the same as the Monday and Tuesday prior. You can check out the daily US sales data according to Grips Intelligence the comments below.

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