Cyber Monday: More Figures and Trends

By Julian Thumm | 04 Dec 2015

Star Wars and hoverboards, dodgy discounts, Amazon dominates, mobile sales and marketing grow. All this and more as we again delve into Black Friday and Cyber Monday figures and trends.

Figures, trends and details from the Black Friday/Cyber Monday weekend continue to trickle in from the States. Let’s have a look at what has emerged since we touched on the preliminary trends earlier this week.

Cyber Monday numbers

According to early data from IBM Watson Analytics, Cyber Monday sales jumped by 17.8 percent over last year. Mobile again proved the big mover, with mobile traffic accounting for 47.9 percent of total Cyber Monday browsing, representing an increase of 16.3 percent over 2014. However, sales were a slightly different story, with mobile accounting for 27.6 percent of Cyber Monday sales. It appears that people are using mobile to browse but are still more comfortable purchasing on desktop devices.

Data from comScore shows that shoppers spent more than US$3 billion online on Cyber Monday. Mobile spending reportedly jumped by 53 percent to US$838 million, to account for 27 percent of total online spending.

Amazon dominates online sales 

Amazon reportedly dominated Black Friday sales, accounting for more than a third (35.7 percent) of online spending, according to TechCrunch. Best Buy followed a distant second with 8.2 percent of online sales, with Macy’s, Wal-Mart and Nordstrom all accounting for around 3 percent each.

eBay’s Cyber Monday boom

eBay posted some interesting Cyber Monday figures on its blog. Mobile played a big part in eBay’s Cyber Weekend, with mobile sales growing 12 percent on last year. The marketplace giant was also a one-stop-shop for some of this year’s hottest items, selling 7,500 hoverboards on Cyber Monday (that’s one every 12 seconds) and more than 19,000 Star Wars-related items (one every 4.5 seconds).

Chasing bargains

Despite many sales starting before Thanksgiving, many shoppers were not impressed with the bargains available. It appears that for many of the major retailers, the bargains were few and fleeting. Boomerang Commerce aggregated and analysed online price discounts and price perception for a range of products sold by Wal-Mart, Target, Amazon and Jet. The resulting data showed:

  • Black Friday and Cyber Monday prices were not the bargains they were touted to be.
  • Amazon’s prices fell on Thanksgiving Day, but increased from Black Friday through to Cyber Monday.
  • Walmart’s and Target’s prices dropped prior to Thanksgiving, remained lower during early Black Friday and then increased later that day, surpassing pre-Black Friday prices.
  • For Amazon, the average discount across prices was 2.5 percent or less over the shopping period.

The data suggests that aside from a small number of major discounts, retailers did not significantly discount the majority of products.

“Shoppers are no longer seeing the same depth and variety of discounts,” says Guru Hariharan, CEO and founder of Boomerang. “Our data proves this is actually the case — Black Friday and Cyber Monday no longer offer blockbuster discounts to consumers.”

Mobile marketing boomed

With the significant growth in mobile browsing and sales compared with last year’s Cyber Weekend, it’s not surprising that the mobile marketing ad spend rose substantially in the lead-up to Cyber Monday.

Nanigans, an advertising automation software company, saw its clients increase mobile advertising spend by 134 percent on Cyber Monday, with mobile ad budgets and same-day purchase rates more than doubling.

Cheryl Morris, VP of marketing at the Facebook ad company, says the surge has been a year in the making, reported MediaPost.

“We’ve seen e-commerce and retail marketers ramping up their mobile advertising budgets throughout 2015, testing and honing advanced targeting, optimisation and creative strategies,” Morris said. “These marketing teams are reaping the rewards of those investments during this critical holiday shopping season.”


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