Cyber Monday on track to be biggest U.S. online shopping day ever
Cyber Monday got off to a flying start.
As of 4:30 pm ET on November 27, $3.38 billion was spent online, up 16.8% over last year, according to Adobe Analytics.
In addition, as of 10 am ET, mobile had set a new record, representing 53.3% of visits (44.6% smartphones; 8.7% tablets) and 39.7% of revenue (29.8% smartphones; 9.9% tablets). Smartphone traffic specifically grew 21% year-over-year, while revenue coming from smartphones saw 41% growth. Overall web traffic was up 12% as of the same time.
Additional findings from Adobe include:
Online shopping refined: For Cyber Monday AM, conversion rates are showing growth: desktop 4.8% (up 5.3% year-over-year), tablet 4.3% (up 1.5%), smartphones 2.5% (up 12.3% ). Average order volume through 10AM was $137 (up 3.4% over same time last year). The conversion gap is widening between iOS smartphones (2.8%) and Android smartphones (2.3%).
Search remains top promotion driver: For retailers, search drove the majority of the share of sales for the season through Super Sunday (22.4% paid; 21.8% natural), with direct traffic (26.9%), email (19.7%) and shopper helper sites (6.2%) following. Display came in at 1.8%; social media 1.2%.
Deals after Cyber Monday: Shoppers waiting to finish their shopping can expect to see discounts on toys through the first week of December (down 14%), as well as apparel through the second week of December (down 12%).
Top products: In electronics, top products this season include Google Chromecast, Apple AirPods and Sony Playstation VR. In toys, PJ Masks, Hatchimals and Colleggtibles, Funko Pop!, Ride-on cars (all brands) and L.O.L. Surprise; in video games, Super Mario Odyssey; in video game consoles, Nintendo Switch and Xbox One X.
As of 4:30 pm ET on November 27, $3.38 billion was spent online, up 16.8% over last year, according to Adobe Analytics.
In addition, as of 10 am ET, mobile had set a new record, representing 53.3% of visits (44.6% smartphones; 8.7% tablets) and 39.7% of revenue (29.8% smartphones; 9.9% tablets). Smartphone traffic specifically grew 21% year-over-year, while revenue coming from smartphones saw 41% growth. Overall web traffic was up 12% as of the same time.
Additional findings from Adobe include:
Online shopping refined: For Cyber Monday AM, conversion rates are showing growth: desktop 4.8% (up 5.3% year-over-year), tablet 4.3% (up 1.5%), smartphones 2.5% (up 12.3% ). Average order volume through 10AM was $137 (up 3.4% over same time last year). The conversion gap is widening between iOS smartphones (2.8%) and Android smartphones (2.3%).
Search remains top promotion driver: For retailers, search drove the majority of the share of sales for the season through Super Sunday (22.4% paid; 21.8% natural), with direct traffic (26.9%), email (19.7%) and shopper helper sites (6.2%) following. Display came in at 1.8%; social media 1.2%.
Deals after Cyber Monday: Shoppers waiting to finish their shopping can expect to see discounts on toys through the first week of December (down 14%), as well as apparel through the second week of December (down 12%).
Top products: In electronics, top products this season include Google Chromecast, Apple AirPods and Sony Playstation VR. In toys, PJ Masks, Hatchimals and Colleggtibles, Funko Pop!, Ride-on cars (all brands) and L.O.L. Surprise; in video games, Super Mario Odyssey; in video game consoles, Nintendo Switch and Xbox One X.