Cyber Monday Breaks Record, Becomes “Biggest Sales Day Ever”

US retailers reportedly experienced a huge boost in online traffic and purchases during this year’s Cyber Monday shopping event, with consumers spending a whopping US$7.9 billion, according to Adobe Analytics. Total spending for the day increased year-on-year, with shoppers spending $6.6 billion during Cyber Monday last year.

Smartphone transactions were also up by 55.6 percent YOY, clocking up 2.2 billion transactions, with Adobe stating that 2018 is the first time that more than half of online visits during Cyber Monday came from mobile devices, with 35.9 percent of Cyber Monday’s total revenue coming from mobile devices, including smartphones (27.7 percent) and tablets (8.2 percent).

The popularity of click-and-collect services also surged during the 24-hour sale event, with retailers experiencing a 65 percent increase in the number of purchases fulfilled through the omnichannel delivery method.

According to Adobe Analytics, Cyber Monday also saw consumers spend a combined 95 million hours shopping online, which is the equivalent of 11,000 years. Although, interestingly, the Saturday and Sunday between Black Friday and Cyber Monday also grew exponentially this year, with consumers spending US$6.4 billion over the two days, representing a YOY growth of 25 percent.

Global online marketplace, Amazon, has also revealed that this year’s Cyber Monday was its “single biggest shopping day in the company’s history”, with more products purchased by its global network of shoppers during the event than any other day.

“Black Friday and Cyber Monday continue to break records on Amazon year over year, which tells us that customers love shopping for deals to kick off the holiday shopping season,” said Jeff Wilke, CEO, worldwide consumer at Amazon.

“With curated gift guides, convenient shopping experiences, incredible product selection, and free shipping with no minimum purchase amount, Amazon offers customers tremendous value – sure to delivery smiles all season long,” he continued.

In a press release, Amazon has revealed its small and medium-sized businesses increased sales by 20 percent on Black Friday, while Cyber Monday saw a surge in the popularity of its Echo devices, with the Echo Dot coming in as the most popular item on Amazon, globally.

Outside of Amazon, Adobe Analytics says the most popular items purchased on Cyber Monday include Nintendo Switch’s, Apple and Dell laptops and LG TVs.

It was a big weekend of shopping for US consumers, with shoppers reportedly splashing a cool US$6.22 billion online and in-store during Black Friday, with $3.7 billion of total revenue coming from online purchases.

Australia also hosted a number of Black Friday and Cyber Monday deals. But, shoppers have expressed outrage at international retailers who decided to blacklist Australian shoppers from their online specials, with social media users calling ASOS out on its decision to exclude Aussie shoppers from its annual sales event.

In its defence, the fast-fashion e-tailer said its participation in Click Frenzy’s annual November event meant it would not offer extra deals to local shoppers during Black Friday and Cyber Monday.

According to Scott Rigby, head of digital transformation at Adobe, “The adoption of Black Friday and Cyber Monday in Australia means many local brands are now seeing November as their biggest month for sales throughout the year.”

“Australia can use the US data as a barometer for trends, where we saw a record 50 percent increase year-over-year for Click & Collect. This reinforces the importance for businesses to have the ability to orchestrate campaigns across online and offline retail experiences. It also shows the in-roads physical retailers are making into the online arena with a 28 percent higher conversion online over pure digital players.”

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