BREAKING NEWS

Cyber Monday breaks online record — so does mobile

BY Marianne Wilson

It’s official:  Cyber Monday was the largest online shopping day in history, with sales totaling $6.59 billion, up from $5.6 billion last year.

Sales rose 16.8% over last year, according to data from Adobe.  In comparison, Black Friday and Thanksgiving Day brought in $5.03 billion and $2.87 billion in revenue, respectively.

Mobile set a new record, recording its first $2 billion day. Smartphones accounted for 37.6% of retail visits and 21.3% of revenue. Tablets accounted for 8.2% of retail visits and 9.1% of revenue.

“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,” said Taylor Schreiner, director of Adobe Digital Insights. “Smartphones have become the de facto device for mobile shopping, while tablets continue to be more used as entertainment and gaming devices.

Top sellers on Cyber Monday include the Nintendo Switch, PJ Masks and Hatchimals & Colleggtibles figurines, Apple AirPods, streaming devices like Google Chromecast and Roku, and Super Mario Odyssey, the video game. The holiday shopping season so far (November 1 to 27) drove a total of $50 billion in online revenue, a 16.8% increase over last year. Adobe predicts this will be the first-ever holiday season to break $100 billion in online sales.

Additional findings include:
Top retail promotion drivers: Search drove the majority of online sales on Cyber Monday at 41.7% (paid search at 22.9%, organic search at 18.8%). Direct traffic and email drove 24.8% and 24.9%, respectively.

Record Thanksgiving week online sales: November 23 through 26 totaled $13.03 billion, up 14.4% over last year. Thanksgiving Day spend totaled $2.87 billion (up 18.3%) while Black Friday hit $5.03 billion (up 16.9%). Thanksgiving weekend (November 25 and 26) saw $5.12 billion in revenue. Online spend surpassed at least $1 billion every day in the lead up to Thanksgiving.

Full holiday season online sales: For the rest of the season, 13 days are projected to exceed $2 billion in online sales, bringing the total to 18 $2 billion days this holiday season, over double the number from last year.

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