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Lululemon Keeps Stretching Digital Muscles

Lululemon Keeps Stretching Digital Muscles

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As Lululemon prepares to report third-quarter earnings on December 8, its ability to keep stretching its digital audience is looking good and bodes well for the holiday season.

Key takeaways

  • For the quarter that ended in October, desktop and mobile web visits were up 41% year-over-year, and Similarweb’s preliminary estimate for November is that traffic was also up 41% for that month.
  • Lululemon fans aren’t just browsing but buying: checkout page visits were up between 29% and 38% each month of the quarter and another 34% in November.

Traffic stretching higher

chart: Lululemon monthly traffic

A big Black Friday

November was a strong month for Lululemon overall, but with a particularly great Black Friday, November 25th –  nearly 2.5 million visits that day alone.

Lululemon's daily visits during November 2022

Lululemon showed generally strong online traffic growth throughout the quarter.

Lululemon showed generally strong online traffic growth throughout the quarter

Checking out

Getting traffic to an online store is important, but motivating consumers to visit the digital checkout counter is what matters most. Our analysis of the segment of Lulululemon traffic shows the same steep upward ascent in November. 

Lululemon checkout visits over time

Initiatives paying off

In an earnings preview distributed to Similarweb Investor Intelligence clients in October, our 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 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.

The Similarweb Insights & Communications team is available to pull additional or updated data on request for the news media (journalists are invited to write to press@similarweb.com). When citing our data, please reference Similarweb as the source and link back to the most relevant blog post or similarweb.com/blog/insights/.

Methodology

Disclaimer: All data, reports and other materials provided or made available by Similarweb are based on data obtained from third parties, including estimations and extrapolations based on such data. Similarweb shall not be responsible for the accuracy of the materials and shall have no liability for any decision by any third party based in whole or in part on the materials.

Photo by Mor Shani on Unsplash

author-photo

by Sneha Pandey

Insights Manager

Sneha, a Purdue graduate, delivers data-driven insights on Retail, eCommerce, Politics, CPG, and B2B Software, helping Fortune 50 companies succeed.

This post is subject to Similarweb legal notices and disclaimers.

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