Retail

Cyber Monday On Track for Biggest Ever US Online Shopping Day

Paul Ausick

Published: November 27, 2017 12:30 pm

Last Updated: January 12, 2020 6:00 am

As of 10:00 a.m. ET Cyber Monday morning, U.S. e-commerce sales totaled $840 million, an increase of 16.9% year over year. Traffic was up 12%, more than double the season-to-date average of 5.7%.

According to Adobe Analytics, mobile devices have accounted for 53.3% visits (44.6% from smartphones and 8.7% from tablets) and 39.7% of revenues (smartphones nabbing 29.8% of sales with tablets at 9.9%).

Smartphone traffic rose 21% year over year and revenue from smartphones is up 41%, a new record.

Tamara Gaffney, Adobe’s group director of Strategic Insights Engagement, said:

Cyber Monday is expected to make history again as the biggest U.S. online shopping day of all time, driving a billion dollars more than last year. As consumers make their way back to work, they are poised to be hitting the buy button all day, as most big discounts will end by midnight. A lot more of this will be happening on smartphones as well, where smoother buying experiences through auto-fill capabilities are helping drive the growth we see in mobile.

Other highlights from the 2017 holiday season include the following:

• Between November 1 and November 26, a total of $43.42 billion have been spent online, up 16.8% year over year. All 26 days thus far have exceeded $1 billion, compared to 24 of 26 days in 2016.
• Small retailers ($10 million or less in revenues) optimizing their smartphone efforts are paying off this season with visits to their sites converting at twice the rate of big retailers ($100 million or more in revenues).
• Black Friday sales totaled $5.03 billion, up 16.9% year over year and Small Business Saturday sales rose 9.5% year over year to $2.7 billion.

Top selling products by category include Google Chromecast, Apple AirPods and Sony PlayStation VR in electronics; PJ Masks, Hatchimals and Colleggtibles, Funko Pop!, Ride-on cars (all brands) and L.O.L. Surprise in toys; Super Mario Odyssey in video games; and Nintendo Switch and Xbox One X in video game consoles.

Toys are expected to see the biggest discounts on Cyber Monday (prices down 18.8% since October 1). Good deals remain available on computers (down 14.7%) and TVs (down 21.1%). Over the weekend, new top products included the Apple iPad and Samsung tablets.