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As experts continue dissecting post-Thanksgiving Day sales data, some notable insights are starting to emerge. The latest comes from analytics firm Similarweb, which posted its list of popular beauty and apparel sites based on online traffic growth over Black Friday and Cyber Monday.
According to the AI-based market intelligence platform, which tracks web and mobile app visits, it analyzed the top 100 beauty sites to learn which ones showed the greatest increase during this time, compared to their lead-up in November.
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SkinStore vaulted to top of the charts on Black Friday, the firm said, with 895 percent growth outperforming the rest of the beauty list by a wide margin. The traction may be due to scheduled promotions, such as a SkinStore 30 percent discount that dropped to 25 percent on Monday.
Estee Lauder took second place with 590 percent growth, followed by Glossier (506 percent), Kiehl’s (472 percent), Clinique (389 percent), Dossier (365 percent), MAC (345 percent), IT Cosmetics (321 percent), Lancome USA (308 percent) and Olaplex (284 percent).
On Cyber Monday, the script flipped to some degree, with SkinStore ranked at number 4, with 342 percent growth, and IT Cosmetics seated in first place, with a 587-percent jump. A number of legacy brands — such as Estee Lauder, Clinique and MAC — fell off the list entirely, though Kiehl’s (459 percent) and Lancome USA (253 percent) remained. They nestled in alongside edgier fare, buzzworthy newcomers and multi-branded e-commerce sites, including Beverly Hills MD (357 percent), Inkbox (302 percent), Tarte (287 percent), Dossier (261 percent), Esalon (232 percent) and Glossier (222 percent).
The distinctions among fashion websites weren’t so glaring. Abercrombie & Fitch’s teen purveyor Hollister won apparel on Black Friday with 401 percent growth, followed by Rack Room Shoes (358 percent), Lululemon (348 percent), American Eagle (332 percent), Ralph Lauren (324 percent), H&M (319 percent), Asos (316 percent), Abercrombie & Fitch (303 percent), Express (301 percent) and Journeys (282 percent).
Cyber Monday put Reebok, which didn’t place at all on Friday, in the lead with 224 percent growth, edging out American Eagle’s 214 percent. Rack Room Shoes maintained popularity, slotting into third place with 188 percent, followed by Under Armour (187 percent), Madewell (181 percent), Ralph Lauren (174 percent), J. Crew (173 percent), Adidas (171 percent), Express (162 percent) and Urban Outfitters (159 percent).