INDUSTRY REPORT
Turkey 5 takeaways
A familiar spread with shifting sides
Like its predecessor Prime Big Deal Days, the Turkey 5 shopping event remains a cornerstone of the holiday season. This year, top-performing categories like Beauty (+29.5% YoY), Grocery (+9.7% YoY) and Tools & Home Improvement (+8.7% YoY) saw strong growth, indicating a focus on self-care, essentials and seasonal shopping.
Our data from this year’s Turkey 5 also signals that consumers continue to navigate inflation and tighter budgets—increasingly relying on major sales events to make both essential and discretionary purchases.
Meanwhile, it’s clear that while traditional shopping days like Black Friday and Cyber Monday dominated sales, the landscape is evolving in ways that demand fresh strategies to capture new customers and maintain visibility in a crowded market.
3 Key takeaways
- Opportunity awaits on the edge: While Black Friday and Cyber Monday captured 54% of sales, fringe days offer untapped potential for strategic promotions and ad efficiency
- Ad efficiency continues to decline: Rising ad spend and fierce competition have decreased ad efficiency, signaling the need for real-time bidding and incrementality strategies in 2025
- Margins are under fire: Rising costs and declining gross margins across categories underscore the need for brands to refine pricing and assortment strategies