The fourth quarter (October - December) is generally the most important in an online retailer’s calendar, with a significant lift in spending over the previous three quarters. In 2023 nearly 28% of the whole year’s online spending occurred in the last quarter of the year (Q4 2023).
Kiwis embraced this November’s big online sales events – Click Frenzy, Singles’ Day, Black Friday, and Cyber Monday. While on the surface the numbers were impressive, the real story is the impact that tough economic conditions continue to have on how Kiwis spend.