This year’s holiday shopping season is extremely short, so maybe that’s why shoppers didn’t hesitate to pull out their credit cards on Cyber Monday. The final tally is in and it was a record year beating last year by. . .
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?