Based on Adobe Analytics data, a record $6.59 billion was spent online by the end of Cyber Monday, an increase of 16.8% over last year, making it the largest online shopping day in history. The bump was over a billion dollars higher than last year at $5.6 billion.
Adobe’s retail report measured 80% of online transactions at the largest 100 U.S. web retailers ($7.50 of every $10 spent by consumers online with the top 500 U.S. retailers go through Adobe).
Mobile set a new record with its first $2 billion day. Smartphones have become the de facto device for mobile shopping (accounting for 37.6% of retail visits and 21.3% of revenue), while tablets continue to be used more as entertainment and gaming devices (accounting for 8.2% of retail visits and 9.1% of revenue). Consumers take smartphones everywhere including work and have a broad range of screen size options that make mobile shopping convenient and easy.
“The past Cyber Monday behavior of shopping on your work computer during the day is almost completely reversed. This year, mobile shopping was dominant both in the morning and afternoon, and desktop only staged a comeback in the evening when people were home. Smartphones have become the de facto device for mobile shopping, while tablets continue to be more used as entertainment and gaming devices. With home virtual assistants and entertainment streaming devices selling fast this holiday season, it looks like home will continue to be at the center of peoples’ digital lives.” – Taylor Schreiner, Director of Adobe Digital Insights
Additional Adobe Findings:
- Season to date: The holiday season to date (Nov 1 – Nov 27) has brought in $50 billion in online shopping revenue +16.8% YoY).
- Average order volume (AOV): AOV was slightly higher for Cyber Monday compared to last year at $133 (+0.1%). For purchases made on smartphones, Apple iOS led with an average order value (AOV) of $123, in comparison to Google Android at $112.
- Conversion rates: Conversion rates on smartphones were at 3.5%, a double-digit growth (+10.1%). Conversion rates on tablets grew to 6.4%, (+8.0%) and rates on desktop grew to 7.1% (+7.6%).
- Search still leads as the top promotion driver: Search drove the majority of online sales on Cyber Monday, accounting for 42.6% (23.3% for paid search and 19.3% for organic search). Direct traffic and email drove 25.5% and 24.0%, respectively.