Can we all breathe a sigh of relief now that the biggest sales days of the year are over? Unfortunately not yet, we still have the rest of the holiday season to make it through, but this weekend did signify the official start of the holiday shopping season. This year, online retailers won big over the weekend!
As we reported earlier in the week, online sales for Black Friday experienced growth in the double digits. These results are astounding considering the day was once thought of as an in-store sales opportunity; so much so that a separate day, “Cyber Monday”, began for online retail. So how did online retailers perform this Cyber Monday?
A Cyber Success!
I can’t really say we’re too surprised by this but…Cyber Monday 2015 beat estimates! The cyber sales day was a huge success, and according to final numbers provided by Adobe’s Digital Index $3.07 billion was spent online. Year-over-year that’s a 16% increase!
The Online Commerce Revolution
Total sales from Thanksgiving through the weekend to Monday hit $11 billion, according to Adobe. These statistics are tracked from 80% of the U.S.’s top 100 retailers. This news doesn’t spell the ruin of physical retailers…so long as they are also selling online (aka. “Bricks and Clicks”). These omnichannel retailers are the ones that saw the biggest growth over the weekend, with sales up 18% for them.
Cyber Monday Device Usage
Smartphone sales were strong this Cyber Monday, continuing the trend in usage that we saw starting on Thanksgiving Day that remained consistent through the entire sales weekend. 26% of purchases were made on a mobile device this year, playing an increasingly important role in the holiday shopping season. Mobile shopping behaviours have changed. Users have gone from browsing on mobile to using mobile carts and checking out on their devices.
According to Walmart, across the 5 day period nearly half of its web orders were made on a mobile device. This is double the figure that retailers were seeing this time last year. Furthermore about 70% of all traffic to Walmart’s site was from a mobile device. These figures point to the fact that there is a noticeable shift in the way consumers are browsing and buying. Abode’s Digital Index reports that on Cyber Monday:
- $575 million in sales from iOS users
- $219 million in sales from Android users.
Key Cyber Monday Takeaways
What did we learn during Thanksgiving, Black Friday, and Cyber Monday 2015?
- Shoppers are heading online to make purchases
- Promotion creep is ruining the power of the mega-sale weekend
- More people are shopping via mobile devices
- Tablet shopping is on the decline
- Smartphones are the mobile device of choice