E-tailer Gemvara said unit sales increased by more than 100 percent during the period from Black Friday to Cyber Monday.
Actual revenue numbers didn’t double, however, as many of the sales were to its two new subsites—fashion-oriented Gemma Gray and Sequel, which remounts gems for shoppers.
President Jon Blotner also attributes the gains to the site’s strong rankings on search.
“While everyone out there is trying to game the system, because we offer customization, that allows us to have billions of permutations,” he says. “If you search any term, like ruby ring, on Google, we rank organically high in the top results.”
Analysts have said that while Black Friday sales at brick-and-mortar stores disappointed, e-tail fared better, as shoppers decided to avoid the crowds.