SAN JOSE, CA: Figures from a range of sources indicate that online sales surged on Cyber Monday, with one source now predicting that this year’s total holiday season will be the first to break the $100bn barrier.
According to Adobe, Cyber Monday hit a new record, with sales of $6.59bn making it the largest online sales day in US history (for comparison, Alibaba alone generated $25.3bn in sales this year on Singles Day in China).
Black Friday brought in $5.03bn in online shopping revenue and Thanksgiving Day itself $2.87bn.
Adobe estimated that the holiday shopping season so far (November 1 to 27) has driven a total of $50bn in online revenue, a 16.8% increase on last year, and forecast the final total would exceed $100bn.
It also reported a marked shift to shopping via mobile, with this channel representing 47.4% of visits (39.9% via smartphones, 7.6% tablets) and 33.1% of revenue (24.1% smartphones, 9.0% tablets).
Smartphone traffic specifically grew 22.2% year on year, while revenue coming from smartphones ($1.59bn) was up 39.2%.
“Shopping and buying on smartphones is becoming the new norm and can be attributed to continued optimizations in the retail experience on mobile devices and platforms,” said Mickey Mericle, vice president, Marketing and Customer Insights at Adobe.
She also noted that more price-matching behavior is now done on mobile and that three quarters of millennials expect to shop via this device.
Search drove the majority of online sales on Cyber Monday at 41.7% (paid search at 22.9%, organic search at 18.8%), while direct traffic and email drove 24.8% and 24.9% respectively.
Separate data from Rakuten Marketing painted a similar picture, with Cyber Monday itself outperforming Black Friday by 68%, and delivering year-over-year growth of 12% in both revenue and purchases. The Monday also saw mobile revenue and purchases increase 31% and 28% respectively.
“As we move into the rest of the 2017 holiday shopping season, brands should focus on new shopper acquisition strategies that can lead to repeat and loyal customers, capitalize on immediate sales opportunities, and establish shopper lifetime value,” said Rakuten Marketing CEO, Tony Zito.
Sourced from Adobe, Rakuten Marketing; additional content by WARC staff