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Cyber Monday with sales record

Dec 5, 2018 United States
Cyber Monday with sales record
Adobe's most recent report concluded that on Cyber Monday overall sales reached 7.9 billion US dollars. Sales coming from smartphones hit all-time high with over 2 billion US dollars. The buy online, pickup in-store was up by a record 50%
Cyber Monday should have hit 7.9 billion US dollars by the end of the day, making it the largest online shopping day of all time in the US, according to data released by Adobe. This represents a 19.7% increase year-over-year (YoY). In comparison, Thanksgiving Day and Black Friday brought in 3.7 billion US dollars (28% growth YoY) and 6.2 billion US dollars (23.6% growth YoY) in revenue, respectively. Saturday and Sunday, 24th and 25th of November, set a new record as the biggest online shopping weekend in the US (6.4 billion US dollars) growing faster than Black Friday and Cyber Monday with more than 25% on each day. The full season until then (from the 1st of November to the 26th) drove 58.5 billion US dollars in online sales, a 19.9% increase, with every day generating over 1 billion US dollars.

Buy Online, Pickup In-Store (BOPIS) over the weekend saw a record 50% increase year-over-year. As the online and offline retail experience continues to blend, retailers with physical stores drove 28% higher conversions online.

Revenue from smartphones should be around 2.1 billion US dollars on Cyber Monday (1.4 billion US dollars in 2017), making it the highest ever at 48.1% growth YoY, while smartphone traffic share grew by 16%. Mobile overall represented 51.4% of site visits (43.6% smartphones, 7.8% tablets) and 34% of revenue (26.3% smartphones, 7.7% tablets), making it the first Cyber Monday where more than half of visits came from mobile.


Additional findings

Golden Hours of Retail: Shoppers are taking advantage of final Cyber Monday deals before heading to bed. The three hours between 10:00 pm and 1:00 am ET on Cyber Monday are expected to have driven 1.7 billion US dollars in online sales, roughly 300 million US dollars more than an average full day during the year.
Biggest Discounts: Black Friday saw the best deals for televisions (prices down by 18%) and computers (17.8%). On the Sunday before Cyber Monday, shoppers saw some of the best deals for toys (31.6%). We expect the biggest discounts for furniture and bedding (14%) to happen on Giving Tuesday.
Out-of-Stock Levels: 2.4% of product page visits saw an out-of-stock message on Cyber Monday, up over a season average of 2.1%. This cost retailers up to 187 million US dollars in potential sales. In comparison, Thanksgiving saw 3.3% and Black Friday saw 2.8%, costing retailers up to 120 million US dollars and 177 million US dollars, respectively.
Top Cities by Spend: Denver had the biggest shopping baskets since Thanksgiving with orders averaging 163 US dollars, followed by 157 US dollars in San Francisco, 156 US dollars in New York and in Portland and 154 US dollars in the Seattle/Tacoma area. The nationwide average is 138 US dollars, up by 6.1% YoY as shoppers have gotten more comfortable buying more and bigger ticket items online.
Main Sales Drivers: On Cyber Monday, direct website traffic ranked highest for driving revenue at 25.3% share of sales (down by 1.2% YoY), followed by paid search at 25.1% (up by 7.4% YoY), natural search at 18.8% (down by 2.8%) and email at 24.2% (up by 0.5%). Similar to past years, social media continued to have minimal impact on online sales at a 1.1% share.
Large Versus Small Retailers: Large retailers (1 billion US dollars or more in annual e-commerce revenue) saw 6% higher conversion rates on smartphones, a sign that investments in improving the mobile shopping experience are paying off. Smaller retailers, offering more specialized products, were better at getting shoppers to close sales via desktops with 7% higher conversions.

Photo by Maya Maceka on Unsplash

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