Insight Flash: Leverage Consumer Edge data to understand differences between Zulily and Bed Bath & Beyond’s customer demographics

Beyond Inc. (BYON), the company that owns Overstock and Bed Bath & Beyond, recently acquired Zulily, a company known for its flash sales on name-brand merchandise. Though Zulily went offline in December 2023, BYON hopes to reengage many of its customers. We analyze Zulily’s 2023 customer demographics versus Bed Bath and Beyond’s 2023 online shoppers. Investors can leverage these insights to assess potential benefits from the acquisition, and companies can gain visibility into how transaction data can help with corporate strategy, including M&A.

BYON’s Zulily Acquisition Gains Brand, Website, and Customers

The acquisition of Zulily by Beyond Inc. (BYON) gives Beyond ownership not only of Zulily’s brand name and website, but perhaps most importantly their customer base. The challenge for Beyond will be revitalizing Zulily and reengaging its customers, as Zulily went offline in December 2023. Leveraging CE data, we analyze Zulily’s 2023 customer demographics versus Bed Bath and Beyond’s 2023 online shoppers. Investors can leverage these insights to assess potential benefits from the acquisition, and companies can gain visibility into how transaction data can help with corporate strategy, including M&A.

Zulily vs. Bed Bath & Beyond Customers by Income

The Zulily acquisition offers an interesting opportunity to expand BYON’s customer base. Compared to Bed Bath & Beyond, Zulily attracted a larger portion (35%) of shoppers earning less than $60,000 than Bed Bath & Beyond (27%). This suggests Beyond can leverage Zulily’s flash sale model to target the lower income segment of customers.

*Consumer Edge Transact US data. Bed Bath & Beyond represents online customers only

Zulily vs. Bed Bath & Beyond Customers by Age

Shifting to age, Zulily’s customer base skews younger as it derives over half of its customers from the 35-44 and 45-54 age cohorts. This is in contrast to Bed Bath & Beyond, which derives the majority of its customers from the 55+ age cohorts. This could be an important factor of the acquisition, as Beyond considers the future growth potential of its customer base. 

*Consumer Edge Transact US data. Bed Bath & Beyond represents online customers only

Zulily vs. Bed Bath & Beyond Customers: Average Ticket by Children in Household

Finally, as we shift to customers with or without children, we can see that Zulily is geared more towards customers with children. This may not come as a surprise, as Zulily was long known as a destination for moms to shop for herself and her family due to the deep discounts offered in limited-time flash-sales. The advantage of targeting these shoppers could be a higher average ticket, as shoppers with children are more likely to shop for more than just themselves. In 2023, Zulily shoppers with children had an average ticket more than 11% larger than shoppers without children.

*Consumer Edge Transact US data. Bed Bath & Beyond represents online customers only

As BYON brings Zulily back online, clients can leverage CE data to determine how BYON’s customer base is changing due to new potential customers. 


Consumer Edge is the leading provider of alternative data for consumer spending behavior, and the only provider of global revenue signals. If you’d like to benefit from using CE Transact US, CE Vision, or other products for ecommerce insights, market intelligence, and other industry data year-round to track trends and market hits like these, reach out to request a demo.

About the Authors

Michael Gunther is the VP Head of Insights for the CEIC.
Explore more of his insights here and follow him on LinkedIn.

Harsh Masher is an Insights Analyst for the CEIC.