For the conservative: 16% according to Adobe Systems
For those who prefer to go all in: 20.6% according to IBM.
Either way, it’s a win!
The numbers were consistent with the predictions – more shoppers spending less money. IBM says the average order value was $128.77, down 1% year-over-year.
Mobile was a significant factor. 31.7% of all online traffic came from smartphones and tablets, that 45% growth over last year.
Mobile also accounted for 17% of total online sales and that’s a 55.4% increase over last year.
Here’s a funny thing. The majority of the mobile online traffic came from smartphones but looking at online sales alone, tablets beat smartphones 77.7% to 5.5%. Tablet users also spent more with an average order amount of $126.30 vs smartphone orders at $106.49.
Facebook and Pinterest both drove traffic with an average order value ranging from $92.40 to $97.81. Facebook was on the higher end and it had a much higher referral rate than Pinterest.
ChannelAdvisor has some interesting numbers for Amazon and eBay. The chart is a little tricky to read but I’ll help you out with the important points.
Amazon had a 46% boost in sales on Cyber Monday giving them a 34.9% increase over last year for the 5 day shopping blitz.
eBay also did well with a 32.% increase on Cyber Monday. (My eBay app was ka-chinging away!) They end up with a 29.7% increase over last year.
ChannelAdvisor also noted a shift in shopping behavior this year:
The most interesting thing we saw for Cyber Monday isn’t in the chart, but we saw it in our intra-day data. Historically Cyber Monday has been a ‘work-day weighted’ day – meaning that the bulk of traffic/sales came in during the key 11-5pm timeframe. This year, the same trend started (really ramped up at 11am when both East and West coast are online) , but the difference was the day sustained well into the evening hours (midnight ET!). A couple of things we observed that played a role in this:
– Many retailers released Cyber Monday deals in waves, effectively extending the promotional excitement.
– Devices definitely played a role here (Couch Commerce or Bed Commerce) where we saw computer follow the old trend and tablet/smartphone fill in after – this supports the overall theory that these devices have some level of incrementality to desktop vs. cannibalization as some have feared/suggested.
– Anecdotal -> The NFL Monday Night game was one of the most significant of the year (Go Seahawks!), and I imagine many US households were up late watching that with a lot of folks using the commercials/downtime to complete their Cyber Monday shopping.
I’m not a football fan, but if it led to additional sales, then I say “Go Seahawks,” too.
How’d you do this holiday weekend? Good? Bad? Or somewhere in the middle?