Lululemon performed extremely well during Black Friday sales attracting 2.5 million visitors to its website in a single day, which contributed to more than 50% increased traffic versus October 2022, according to a research report from Similarweb.
Desktop and mobile visits were up 41% year-over-year for the quarter ended in October and November traffic was also up 41%. Checkout page visits were up between 29% and 38% each month of the quarter and another 34% in November.
According to Similarweb insights manager, Sneha Pandey, the retailer’s ability to keep stretching its digital audience bodes well ahead of the holiday season.
In an earnings preview distributed to Similarweb Investor Intelligence clients in October, analysts wrote that “Lululemon continues to dominate the athleisure space despite competitors increasing promotional activity to sell off excess inventory.”
They noted that Lululemon increased conversions “at Nike and Adidas’ expense” while executing on strategies like expanding sales of footwear and men’s apparel. Meanwhile, Lululemon launched its two-tiered Studio Membership Program in late September to build customer loyalty and increase engagement and connection between their physical and digital platforms.