According to the data, Cyber Monday was projected to hit USD 7.9 billion, making it the largest online shopping day of all time in the US. This represents a 19.7% increase year-over-year (YoY). In comparison, Thanksgiving Day and Black Friday brought in USD 3.7 billion (28% growth YoY) and USD 6.2 billion (23.6% growth YoY) in revenue, respectively. Saturday and Sunday, November 24 and 25, set a new record as the biggest online shopping weekend in the US (USD 6.4 billion) growing faster than Black Friday and Cyber Monday. The full season thus far (November 1 to 26) drove USD 58.5 billion in online sales, a 19.9% increase, with every day generating over USD 1 billion.
The data also show that Buy Online, Pickup In-Store (BOPIS) over the weekend saw a record 50% increase year-over-year. Retailers with physical stores drove 28% higher conversions online. 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.
Other key findings include:
High Discounts: Black Friday saw attractive deals for televisions (prices down 18%) and computers (17.8%). On the Sunday before Cyber Monday, shoppers saw attractive deals for toys (31.6%).
Out-of-Stock Levels: 2.4% 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 USD 187 million in potential sales. In comparison, Thanksgiving saw 3.3% and Black Friday saw 2.8%, costing retailers up to USD 120 million and USD 177 million, respectively.
Top Cities by Spend: Denver had the biggest shopping baskets since Thanksgiving, followed by San Francisco, New York, Portland and Seattle/Tacoma area. The nationwide average is USD 138, up 6.1% YoY.
Main Sales Drivers: On Cyber Monday, direct website traffic ranked highest for driving revenue at 25.3% share of sales (down 1.2% YoY), followed by paid search at 25.1% (up 7.4% YoY), natural search at 18.8% (down 2.8%) and email at 24.2% (up 0.5%).
Every day we send out a free e-mail with the most important headlines of the last 24 hours.
Subscribe now