Cyber Monday US online sales jump 16% says Adobe but IBM expects gain to be half that

Total US online sales jumped 16% year-on-year to $2.65bn on Cyber Monday, according to Adobe’s latest digital index for online shopping.

However, Cyber Monday online sales were showing to be just 8.7% ahead as of 2pm, according to IBM Digital Analytics, far short of the 21% growth it reported last year. In its update at 6pm Eastern time, IBM reported that online sales were up 8.1% over 2013.

According to Adobe, the top 25 retailers, who each generated $30m or more on Cyber Monday, saw online sales leap 25% capturing nearly $1.8bn. Smaller retailers, those generating $2m or less, grew just 5%.

The report said consumers were drawn to the highest discounts of 23% in the early hours of Monday as 54% of online sales came in outside of normal working hours. By the end of the day the average discount climbed by two percentage points to 21%.

“Cyber Monday sales were up 16% this year, with the biggest retailers seeing the biggest gains,” confirmed Adobe Digital Index principal analyst Tamara Gaffney. “The early birds caught the worms on Cyber Monday, with shoppers getting the steepest discounts in the early morning hours.”

The latest Adobe findings, based on the analysis of aggregated and anonymous data of more than 400m visits to 4,500 retail websites on Cyber Monday, also include:

• Monday shopping reached its peak between 9 and 10pm Eastern time.
• From Thanksgiving Day to Cyber Monday, total online sales hit $9.6bn, up 20% on-year.
• The season’s total for November 1-December 1 is up 14% on-year to $37.9bn.
• Smartphones and tablets continued to drive sales with 19% of total online sales ($328m) driven by mobile devices, flat compared to last year. Smartphones and tablets drove equal shares with iOS devices generating 79% of total mobile sales.

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