Cyber Weekend Benchmarking Information: 2023 SaaS and software holiday Spend Report
Sales numbers for Q4 typically outperform other times of the year because of the holidays at the end of the year and the associated shopping cycle -- but how much does that trend extend to Software and SaaS sales? Does it help B2B sales, too? Or is it more just a B2C benefit?
acts as a retailer of record for over 350 companies who use our platform daily for selling digital products worldwide. We've looked at aggregate sales statistics to provide you with insights on how crucial Q4 could be for your software, SaaS, or other digital goods commercial.
The latest holiday trends may have started in Black Friday deals and spread into Cyber Monday however, the whole weekend is now often referred to as Cyber Weekend -- and sales throughout the quarter tend to be strong as people are getting ready for their many Christmas celebrations. Are you maximizing all potential sales in Q4 for your software company?
Below, we'll cover:
About Our Data
Where Data Are From? Data Come From
supports over 3500 companies in helping to sell digital goods across more than 200 nations and territories around the globe, but we've narrowed down our data used in this report in order to keep it applicable to software and SaaS businesses.
The data below are also particular to the area where sales took place, not which location the businesses are situated.
In order to get global data, we selected eight countries which include: the United States, Canada, Germany, Great Britain, India, Brazil, Australia and China for a an overall picture of global sales.
If you are Using the data are from
The data below are pulled from 2018-2022 to give the most recent information while showing trends that are relatively similar across the five years as well as avoiding outliers that could skew the results unnecessarily.
Additionally, we use a seasonal index that highlights every quarter's or month's sales with respect to the year's weekly or monthly average.
US year-end trends in SaaS and software purchases
We first looked through U.S. software and SaaS sales statistics from the years 2018 to 2022 in order get insights on quarterly and monthly sales trends over the last five years.
In order to calculate a monthly average and comparing each month to the average in order to calculate the percentage. For example, if February shows a percentage of 90%, this means it is 10% less in sales than the monthly average. If, for example, November has a percent that is 111% that implies that the sales of November exceed by 11% the average monthly.
5YR average US SaaS and Software Sales per Month
While sales do peak in November, with 11 percent higher than the monthly average however, the sales for the entire quarter are at their highest all through the year. The highest sales are in October, with a 4% increase and December being 8% more.
5YR US Average SaaS and Software Sales by Quarter
Looking at the average of quarterly sales the Q4 sales were higher by 8 percent which is enough to make three of the quarters falls in the middle of the mean.
Global Year-End Trends for SaaS as well as Software Purchases
Moving beyond the U.S., we combined data with the same variables from the U.S., Canada, Germany, Great Britain, India, Brazil, Australia and China. This gives us a clearer picture of how late-year software sales might fluctuate across the globe.
Actually, the bump grows larger.
5YR average Global SaaS and Software sales by Month
The global sales rose to the highest level of the year, which was 16% in November compared to the average monthly. As in the U.S. data above, November and December complete the most profitable quarters of the year by registering 4and 7 percent rises.
5YR Average Global SaaS and Software Sales by Quarter
When viewed from a quarterly perspective, Q4 is 9% more than the average for Q4 and is once more that high enough to make all three quarters lower than the average.
While global Q4 quarterly sales were merely one percent more than those in the U.S. for the same period however, the November month saw a rise of 16% compared to that of the U.S.'s 11% increase in the same month -which suggests that November offers a tremendous opportunity for sales around the world.
5YR SaaS Average and Software Sales by Month per country
To get more details on how each month breaks into countries We analyzed the information for eight nations we included in our global review. Here's what monthly software sales variations look like based on five years of data for those countries: the United States (US), Canada (CA), Germany (DE), Great Britain (GB), India (IN), Brazil (BR), Australia (AU), and China (CN).
The huge gains in nations like China and Germany during November indicate an enormous chance for SaaS and software companies to profit in Q4 particularly if you're targeting those countries as part of an overall expansion plan.
Additionally, while U.S. data suggest a less significant increase of 11% during November, remember that North America accounts for a very significant portion of worldwide software and SaaS sales. One research study showing that 43% of the 2022 worldwide software revenues attributable to North America, and one study estimating a portion of up to 57.5 percent of 2020 world SaaS market attributed to the NA. Thus, a increase of 11% in November in the U.S. could mean a lot more revenue if it's a slice of a larger piece.
B2C vs. B2B
A lot of companies who sell software internationally serve the B2C as well as B2B markets. Regardless of whether your SaaS firm is focused on both or just one, it can be helpful to observe how sales patterns differ across the two markets. The resulting information can assist you in determining how to concentrate your marketing and sales activities within these two segments, especially when one market offers greater potential.
The data that resulted show identical general trend throughout the year. Q4 was the strongest quarter for both of these segments.
B2C sales saw an average rise by 11% over the average for the quarter that is not surprising given the fact that this season is known for promoting consumerism -the word "consumer" is in the wording.
However, don't be too smug about B2B revenue in the fourth quarter. Although B2B sales appear marginally more stable over the course of the year as compared to B2C revenues, a five% lift in Q4 is significant in a spend-happy segment that still takes advantage of end-of-year deals, regardless of whether the buyer purchases for themselves or their company. Corporate credit cards are still used by lots of individuals -- those who are looking to purchase software and may still want a good deal, especially if rigid budgets for departments are an element when making purchases.
Additionally, some B2B shoppers might be seeking to utilize more budgetary funds before the year's end in order to make sure their budgets are not cut in the coming year. They could be pushing their departments or teams to be equipped using the proper technology ahead of the start of the year. Business-specific instances like these could result in increased sales for B2B in Q4 despite the many holiday work disruptions.
Cyber Weekend Strategies for SaaS and Software Companies
Wondering about the best ways to make the most of the increase in Q4? Whatever your goal is, whether B2B or B2C customers Here are some strategic strategies for boosting software and SaaS sales prior to the close this year.
Partner Custom Coupon Codes Give Partners Custom Coupon Promo Codes
In addition, you'll have the ability to monitor how the sales campaign performed in comparison to other coupons.
Do You Not Have Any Partners To Give Custom Coupons To? Look for Some!
If you're still not taking advantages of promotions this holiday season could spur on new connections. Find other SaaS or software firms with products which complements your own. (For example, if you create a database application search for companies who create front-end tools.)
In addition to custom coupon codes, offer to exchange Cyber Weekend promotions to each other's audiences in the form of emails, web banners, mentions on social media or any other method which will assist both businesses boost sales at the end of the year.
Send Your Own Prospects Email
Even if you don't decide to pursue partnership promotions -- or if that's an even bigger project that you'll need more time to plan for -- emailing your existing contact list of prospects is straightforward and simple method to execute.
Potential buyers can't benefit from sales they don't know about Don't just rely on banners for your website to grab the attention of purchasers when they go to your website. Get the visitors to your site with proactive email messages about upcoming as well as current deals to grab their attention where they are.
Contact Your Current Customers
Like prospects, customers can't be over-sold when they're not aware about holiday promotions, either.
Below are some potential opportunities for earning money that you can pursue within your current user base
- Add-ons for upselling. Examine user information for those that use your product the frequently or most generally, as they could be the most likely to require further features or ease of use.
- Upgrade larger subscriptions to additional options. Just like with downloads, if it is possible to pinpoint your product's power users, you can target those most likely to want more of your product.
- Convert freemium customers to paid subscribers by offering an irresistible sales. If you consider freemium to be a major component of your strategy, then a hefty holiday sale might serve as a lever to bring in customers who are enthralled by their access to, but who realize they would really benefit from lots more.
- The ability to upsell individual subscriptions to team subscriptions, or from enterprise to team subscriptions. It might not be straightforward to find out which power users are also evangelists for the product within their respective company, but if have contextual user information (such such as the kind that can be collected by your internal salesforce) then Q4 is a great time to target businesses with some user penetration but the opportunity to get a lot more.
- Cross-sell to completely new items. If your business model comprises a variety of standalone products, there's a big possibility to market the base of one product with promotions to buy another in turn, and the reverse is true. The more products you have and the greater the segmentation that you are able to do and the greater chances you'll have.
- Switch users away from month-to-year subscriptions. The English phrase "A bird in a hand is worth two in the bush" often applies in business, as revenue available to your company now might be better than a little more money distributed gradually over the course of the year. Profit from buyers in a shopping mindset in Q4: Tempt buyers with an attractive bargain to cut costs for the future when they switch their subscription to a yearly one.
Leverage Social Media
Social media platforms can be an excellent platform to commemorate occasions, which is why sharing holiday-themed articles from your business could be a natural fit.
Many social media platforms have advertising options that focus on users according to geography or by interests. Take advantage of the ability to display regional holiday advertisements in applicable regions, or to display advertisements to those who have mentioned their interests in the holiday on the platform.
In contrast, organic social media content that can be viewed by anyone that follow your account, regardless of location are also a great way to spread sales without limit the number of views you can get to a specific portion. Keep in mind, however, that if you have followers or an the audience you are targeting is very broad, your holiday-specific organic posts must be as well.
Offer More Aggressive Coupons for Geos. Geos
If you have higher profitability in a particular region or you are looking to get into a different market, offering more aggressive discounts in specific regions will help you profit from Cyber Weekend sales increases.
To implement this, use GeoIP-based elements on your marketing site to promote region-specific discounts.
Then use 's Store Builder Library to automate the application of these codes at checkout. This will help increase your conversion rates.
Localize Holiday Promotions
Even though Cyber Weekend has become popular around the world There are a few local celebrations that could be more profitable in the specific area or nation that you're looking to target. Holidays like Boxing Day can rival more U.S.-centric promotions (such as Black Friday and Cyber Monday) in countries such as the UK, Australia, and Canada.
Create your own holiday campaign by geography so you don't miss out on huge opportunities in the key regions.
What Can I Do?
Global Payments- Localized Languages currencies, and payment methods
is aware that just making your product available to more people isn't enough -- it should be effortless for consumers to make the decision to purchase.
Global Tax Management We don't have to worry about taxes
Consumer Support Management: We'd love to hear from you!
Another important aspect that our duties is customer support management. Customers can contact us to assist them with issues with checkout and purchasing tax, as well as billing, subscriptions, downloads, and more.
