Grocery: High-intent stocking up drove profitable, full-price growth
Grocery brands benefited from a "mission-driven" shopper this year. While traffic growth was minimal, those who visited were highly motivated to buy, driving a strong lift in unit conversion on Cyber Monday as consumers likely restocked after the holiday weekend.
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How brands capitalized on the restocking necessity by holding firm on price
The category achieved positive margin expansion, a significant turnaround from the -6% erosion seen last year
Grocery doubled down on ad spend, dragging ROAS down -11%
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Key Takeaways
High-intent shopping compensated for minimal traffic growth during Cyber 5 2025
Grocery brands achieved rare positive margin expansion by refusing to discount
Cyber Monday confirmed its status as the primary revenue driver for grocery
Supply chain planning failed catastrophically on Cyber Monday
Brands sacrificed ad efficiency to capture high-intent traffic through retargeting
Browsing activity collapsed as shoppers abandoned discovery for direct searches
