The holiday shopping season is in full force, and if the headlines are any indication, things look super optimistic for digital marketers. “Cyber Monday Sales Jump,” says a Fortune article posted on November 29th. “Black Friday Limps Toward Oblivion as Online Shopping Takes Over,” says a Bloomberg article posted the day after Turkey Day. It’s no surprise that shoppers are getting savvier. After all, who wants to wait in long lines and fight for deals at brick-and-mortar locations? The chance to reduce the need for such inconveniences seems to be part of what’s driving the continued surge in online orders on Thanksgiving (the day before Black Friday). Some telling stats cited in the above articles include:

Now that Cyber Monday is behind us and the dust has settled, we wanted to look at some of our own data. Specifically, we wanted to review the year-over-year (YOY) changes in data for our larger retail clients over the period covering Thanksgiving through Cyber Monday. Here’s what we found.

Total Site YOY stats comparing 2016 to 2015:

While these numbers are very positive, they don’t paint as precise a picture for marketers as we’d like to see, certainly not from a Performance Marketing perspective. To increase clarity and better understand the actionable implications, we need to drill down into the details. While we obviously can’t call out specific clients, we can share that the following stats are based on analysis of more than 900 million impressions and 23 million visits over the largest shopping weekend of the year.*