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Consumers visited StockX in droves on Black Friday and throughout Cyber Weekend, and several shopped on the marketplace for the first time.
StockX confirmed via email that trades on Black Friday increased more than 200% compared to the previous week, and the platform averaged more than one trade every second throughout the day. However, the most notable data point from the day for StockX was the number of first-time buyers. The company stated Black Friday was the second biggest day in company history for first-time buyers.
“There are a few different things at play here. First, we’re seeing our customer demographics diversify, with strong growth coming from our female customer base. Right now, the No. 2 most popular product is a women’s-exclusive [Nike] Dunk,” StockX president and co-founder Greg Schwartz told FN. “Our promotional rollout has also been a big draw. Rather than rewarding a handful of select customers with a few massive prizes, we took a more wide-reaching approach. On Black Friday, we did automatic wins for every customer on every purchase, and we’re on track to award over $2 million in prizes between Black Friday and today. Also, our new Xpress Ship offering helped attract a new set of buyers who are sensitive to time constraints and want the security of knowing they will get their item within three business days.”
In terms of what consumers were buying on StockX not just on Black Friday but throughout Cyber Weekend, Yeezy Slides were most popular. StockX confirmed its top-traded product was the Adidas Yeezy Slide “Slate Grey.” Other popular colorways over the weekend of the Adidas Yeezy Slide included “Onyx” and “Slate Marine.”
“The average resale price of Yeezy slides is around $125, which makes them a good middle price point gift that is more affordable than many of the brand’s sneakers,” Schwartz said. “When we look at the retail landscape as a whole, we know consumers are more value and price-conscious this year compared to 2022. That price-sensitive consumer is taking advantage of the softer resale premiums we’ve seen from some of the mainstay sneaker brands this year.”
As for sneakers, the Adidas Campus 00s was in high demand. Two different colorways of the shoe were among the top 100 products on StockX over Cyber Weekend: “Core Black,” which arrived on the list at No. 5, and “Grey White” (No. 21). Another Adidas silhouette, according to StockX, also made the top 100 best-selling products list: Adidas Samba OG “Cloud White Core Black.”
Consumers on StockX also sought out general release Nike Dunks throughout Cyber Weekend. The top-traded style, StockX confirmed, was the women’s-exclusive Nike Dunk Low “Photon Dust.” StockX stated the popularity of Nike Dunks could partially be attributed to its accessible price point. General release Dunks, according to StockX, have an average resale value of $150 on the marketplace.
Additional highlights on StockX from Cyber Weekend included the Air Jordan 11 Retro DMP “Gratitude” being its top-traded Jordan Brand sneaker (which was released Nov. 14 and already has roughly 7,000 trades and counting); and more trades on Black Friday of Ugg products — including popular the Tazz and Tasman styles — than any other day in its history.
