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Soap company posts record in-store, online sales Thanksgiving week

  • By Mark Gordon
  • | 8:30 a.m. December 7, 2023
  • | 2 Free Articles Remaining!
Naples Soap Co.
Naples Soap Co.
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  • Charlotte–Lee–Collier
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The two major sales funnels of Thanksgiving week — Black Friday and Cyber Monday — were banner days for Naples Soap Co., a health and wellness brand known for skin and hair care products. 

Results, according to a statement, include: 

  • An all-time one day in-store sales record on Black Friday, increasing 63% over last year. This, the company says, stems in part from the increase from eight stores open last year to 13 stores open this year. Same-store sales were up 14% over last year, as well. 
  • Black Friday e-commerce order count also increased by 15%. The company, in a statement, says it “significantly outperformed the national average for Black Friday sales across all retailers, which only increased 7.5% over last year according to Adobe Analytics as reported by CNBC.”
  • Cyber Monday e-commerce sales rose 61% over last year, primarily, the company says, from an order count increase of 133%. 
  • Collectively, e-commerce sales for the five-day period between Thanksgiving Day and Cyber Monday increased 25%, while the order count during the period rose by 60%. 

“The credit really goes to our entire team and channel partners. This extends all the way to our supply chain, marketing team, the enthusiastic representatives in our locations, the quality of our products, and all the people and processes that made everything work,” Naples Soap Company founder and CEO Deanna Wallin. “We expect that we will continue to have an exceptionally strong Christmas season and that we will finish the year very strong.

Founded in 2009 Naples Soap Co. is a supplier of more than 400 bath, body and personal care products. Products are sold at the company’s retail locations in Florida, its own website and through other direct-to-consumer channels, such as Amazon, and in more than 300 boutiques, spas and stores throughout the United States via the Company’s wholesale division. 

Naples Soap Co. is publicly traded over the counter, under the symbol NASO. It had $11.1 million in revenue in 2022. It posted $5.62 million in sales in the first six months of 2023, according to its most recent earnings statement, which was a 3% decrease from $5.77 million in the first six months of 2022.



Mark Gordon

Mark Gordon is the managing editor of the Business Observer. He has worked for the Business Observer since 2005. He previously worked for newspapers and magazines in upstate New York, suburban Philadelphia and Jacksonville.

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