Australian Bamboo clothing brand Boody has taken out top spot in this year’s November sales campaign, seeing a 371% increase in online orders compared to November 2021. The new data from Australia’s largest eCommerce fulfilment provider, eStore Logistics, analyses online order and unit volumes across its e-commerce and SMB retail customers in Australia.
Who were this year’s top hot sellers?
With Australian consumers looking to bag a bargain for their Christmas shopping, the data reveals how retailers kicked off the Black Friday and Cyber Monday sales much earlier than past years. Top performing retailers and categories from November campaign:
The sustainable retailer saw a 371% increase in online orders in November 2022 compared to its peak season campaign in 2021, and a 425% increase from Oct 2022 to November. Running various discounts and sales for its bamboo bras and underwear during peak season, Boody saw a massive 1583% increase in units from October 2022 to November 2022.
Cameron Mehr, Head of Operations & Finance at Boody, said, “As our most successful sale to date, we were blown away. As a brand that never goes on sale, we were very considered in our approach. From the way, our sale price looked on our website and the imagery chosen for paid ads, to our tiered discount strategy. We saw this sale as an opportunity to reward our existing community but also as an entry point for new customers to get to know us.”
“The success has been so inspiring. As a close-knit team, it really has made us all so proud to see the brand love. It’s moments like this that truly are made for the top shelf drawer.”
Little Nation, the family owned, Australian online children’s brand benefited from the pre-Christmas spending, with 177% increase in online orders in November 2022 compared to November 2021, and a 740% increase from October 2022 to November 2022 alone. In addition, units also increased 305% from October 2022 to November 2022.
A special mention goes to this childrenswear brand (Cheeky Chickadee) who only went live with eStore Logistics in November 2022 and fulfilled almost 10,000 units in the one month.
Commenting on the sales, Alex Pulsford, General Manager at Cheeky Chickadee, said, “We were thrilled to see such a strong November. We saw a lot of new customers discovering Cheeky Chickadee with our pre-Christmas offers but it was our existing Cheeky Flock community that’s built up over the last 8 years who drove the biggest spike in sales with our latest release of clothing and swimwear featuring limited edition hand-painted designs.”
“There’s just something about getting the whole family matching in bright, fun and unique clothing or swimmers that makes holiday moments even more memorable! To see our successful migration to eStore achieved so smoothly at the same time is a credit to the people, systems and processes that eStore has in place,” Alex Pulsford further added.
The recreation, sports & hobbies category saw a 133% increase in sales, as shoppers prepare for outdoor activities this summer. Sports brands saw a boost in consumer spending, with online orders growing 58% from October to November 2022, and with the number of pieces per order increasing by 15% in November 2022 compared November 2021.
What do the findings mean retailers and consumers?
Commenting on the research findings, Paul Sciberras, Commercial Solutions Director at eStore Logistics, said, “Pre-COVID-19, most retailers would order stock up in late October or early November for their peak season and pre-Christmas sales and promotional campaigns. This year, we saw retailers increasing their inbound stock as early as September.”
“From the eStore data we can see a couple of factors at play. First, many retailers were trying to beat the last and eight straight interest rate hike for 2022, as consumers take advantage of the sales for their Christmas shopping to offset the rising cost of living. Interestingly, after the Reserve Bank raised the cash rate to 3.15% in its final meeting last Tuesday, we saw a 60% drop in online orders in the days that followed,” added Paul.
“At the same time, many retailers in Australia are facing ongoing inventory challenges caused by supply chain uncertainties and changes in consumer spending. To combat this, retailers are buying stock months earlier than previous years and are kick starting peak sales campaigns earlier to promote high stock items to shoppers and clear their pandemic-era stockpiles.”
“Using a third-party ecommerce fulfilment provider can be the difference between success and failure. With our warehouse capacity and fulfilment capabilities, eStore Logistics is able to rise to the challenge and fulfil significant order volumes ahead of the delivery cut off dates, to help retailers clear stock and ensure no customer is disappointed come Christmas time.”