US Cyber Monday sales hit new records as mobile shopping excels

Cyber Monday set new records for US online sales, four tracking services said Tuesday, capping a strong five-day ‘Cyber Week’ shopping span, especially from mobile devices.

US consumers spent $2.68bn online on Cyber Monday, a 17% jump from 2013, according to Adobe Digital Index based on data from more than 5,000 companies. It noted around 21% came from mobile devices such as smartphones and tablets.

In the five-day Thanksgiving-Cyber Monday period, total online sales hit $9.6bn, up 20% on year. In addition, 19% of online sales were made using mobile devices, according to Adobe.

IBM Digital Analytics said Tuesday strong online and mobile Cyber Monday sales capped a record five-day Holiday shopping period.

Its data claimed Cyber Monday remained the busiest online shopping day of the Holiday season so far with sales up 8.5% year-on-year, and mobile-related sales up 27.6%. However, the average order value slipped 3.5% to $124.21, it said.

According to research firm comScore, online shoppers set a set a single-day spending record on Cyber Monday, despite deals being stretched out this Holiday season.

Online sales Monday jumped 17% on-year, totaling nearly $2.04bn, comScore said Tuesday. That represents the heaviest online spending day in history and the first to surpass $2bn in sales, it noted.

The weekend after Thanksgiving saw sales jump 26% on-year. The two-day period raked in $2.01bn in online sales, according to comScore.

“Any notion that Cyber Monday is declining in importance is really unfounded, as it continues to post new historical highs and reflects the ongoing strength of online this holiday season,” comScore chairman Emeritus Gian Fulgoni said.

Over at Custora E-Commerce Pulse, which tracks over 100 US internet retailers, it said Cyber Monday sales grew 15% from last year – making it the biggest day in US online shopping history.

Mobile phones and tablets accounting for more than a fifth of orders, it noted. For the Holiday weekend, e-commerce revenue rose 15.4% from the same weekend in 2013.

IBM also reported strong growth on Thanksgiving and Black Friday, culminating with a record five-day ‘Cyber Week’ period for online shopping.

From Thanksgiving through Cyber Monday, overall online sales increased 12.6%, with mobile sales up 27.2% on a year ago. iOS devices continued to lead in mobile shopping with traffic more than twice, and sales nearly four times, that of Android devices during Cyber Week.

It also noted New York continued its run as the top US city for online shopping, for both Black Friday and Cyber Monday.

“For the first time mobile devices drove more than half of Thanksgiving online traffic, a trend that continued throughout Cyber Week,” said IBM Smarter Commerce director Jay Henderson. “As the Holiday shopping season becomes less concentrated on a single day, retailers and marketers took advantage by making it easier for consumers to find the best deals on the go, whenever and wherever they chose to shop.”

Cyber Monday mobile traffic accounted for 41.2% of all online traffic, up 30.1% over 2013. Mobile sales were also strong, reaching 22% of total Cyber Monday online sales, an increase of 27.6% year-on-year.

• The IBM Digital Analytics Benchmark also reported real-time trends across four of the hottest retail categories this holiday season: Apparel Cyber Monday online sales grew 3.4% over 2013, with mobile percentage of sales up 28.9%. Average order value was $100.67, down 2.1% on-year; Department Stores Cyber Monday online sales grew 17.9% on-year, with mobile percentage of sales up 21.3%. Average order value was $146.07, down 9.7% on-year; Health and Beauty Cyber Monday online sales grew 3.8% on-year, with mobile percentage of sales up 27.5%. Average order value was $57.94, down 3.8% on-year; Home Goods Cyber Monday online sales grew 27.5% on-year with mobile percentage of sales up 13.2%. Average order value was $247.56, up 10.9% on-year.

• Reviewing the Cyber Monday figures, IHS Global Insight’s director of consumer economics Chris Christopher Jr said: “This Holiday retail season is looking good, and online is looking even better.” He said a contributing factor to the strong sales was that 13m more people received their pay cheques on Monday – the first day of the month, a frequent payday – compared to last Cyber Monday.

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